호텔레스토랑의 관계혜택이 고객 충성도에 미치는 영향 : 만족과 신뢰의 매개역할과 전환비용, 대안매력도의 조절역활을 중심으로 = (A)study on relationship between relational benefits and customer loyalty in hotel restaurant

다국어 초록 (Multilingual Abstract)

Fourth, trust to restaurant affects customer loyalty.
Fifth, switching cost and alternative attractiveness has a moderating effect between relational benefits and customer loyalty. Based on this research findings, implications are as follows. First, relational benefits has a reciprocal aspect. In other words, customers perceive confidence benefits and so lessen purchase uncertainty, and at the same time social relationship is developed through continuous transaction and gets to know more each other. Second, as implications in marketing,customers perceive confidence benefits, social benefits, treatment benefits by making a continuous relationship with service provider. This implies that customers fulfill higher needs like social needs besides basic needs, through transaction relationship. This means relational benefits is increased through close relationship and exchange is augmented. Third, as implications in practice, service providers should know 'customer-perceived relational benefits' of confidence benefits, social benefits and treatment benefits in advance and building a long-term relationship by way of delivering relational benefits to customers is directly linked to management performance. Also they should know that it is useful strategy to include relational benefits in training program to hotel employees. This study has a significance of researching effects of mediating and moderating variables between relational benefits and customer loyalty. However this dissertation has limitations as follows and the directions of future study follows.
First, this study regards relational benefits one dimension, but literature reviews classify this concept into three dimensions. So future study needs to investigate how various dimensions of relational benefits affect consequences variables.
Second, this study uses ’self-surveyed method’, so this method can’t reflect respondents’ actual perception level exactly. Therefore, future study should also include qualitative method such as in-depth interview and focused group interview method.
Third, this study is investigated to hotel F & B department. For generalization of this study, all department of hotel or service industry should be included.
Finally, literature reviews of this study is centered on foreign studies, but this dissertation is applied to Korea hotel restaurant. So this study disregards cultural aspect between Korea and foreign countries.
Future study should pay attent to building Korean style research model.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구의 목적 = 3
• 3. 연구방법 및 범위 = 4
• II. 이론적 배경 = 8
• 1. 관계혜택 = 8
• 1) 확신적 혜택 = 9
• 2) 사회적 혜택 = 10
• 3) 특별대우 혜택 = 11
• 2. 관계전략과 관계개발 = 14
• 1) 관계전략요인 = 14
• 2) 관계개발요인 = 15
• 3. 관계혜택의 결과 = 19
• 1) 고객 만족 = 19
• 2) 신뢰 = 22
• 3) 지각된 전환비용 = 25
• 4) 대안매력도 = 28
• 5) 고객충성도 = 30
• 4. 관계혜택의 선행연구 = 32
• 1) Gwinner 등의 연구 = 32
• 2) Reynold와 Beatty의 연구 = 34
• 3) Beatty등의 연구 = 35
• 4) 이용기, 최병호, 문형남의 연구 = 38
• III. 조사설계 = 42
• 1. 연구모형의 설계 = 42
• 2. 연구의 가설 = 43
• 1) 관계혜택과 만족의 관계 = 43
• 2) 관계혜택과 신뢰의 관계 = 45
• 3) 관계혜택과 충성도의 관계 = 46
• 4) 만족과 신뢰의 관계 = 47
• 5) 신뢰와 충성도의 고나계 = 49
• 6) 전환비용, 대안 매력도 충성도의 관계 = 50
• 3. 자료 수집 및 분석방법 = 52
• 1) 표본 및 자료수집 = 52
• (1) 대상 및 표본 = 52
• (2) 자료 수집 = 52
• 2) 변수의 조작적 정의 = 53
• (1) 관계혜택 = 53
• (2) 만족 = 55
• (3) 신뢰 = 56
• (4) 지각된 전환비용 = 57
• (5) 대안매력도 = 57
• (6) 고객충성도 = 57
• 3) 설문지구성 = 58
• 4) 자료 분석방법 = 59
• IV. 실증분석 = 61
• 1. 표본의 일반적 특성 = 61
• 2. 측정도구의 평가 = 63
• 1) 탐색요인분석과 신뢰도분석 = 63
• 2) 확인요인분서 = 73
• 3) 측정척도의 타당도 평가 = 76
• 3. 연구모형의 평가와 연구가설의 검증 = 78
• 1) 연구모형의 평가 = 78
• 2) 연구가설의 검증 = 79
• 3) 간접효과분석 = 85
• 4. 실증분석결과요약 및 토의 = 86
• 1) 실증분석 결과의 요약 = 86
• 2) 토의 = 87
• V. 결론 = 90
• 1. 연구의 결과 요약 및 시사점 = 90
• 2. 연구의 한계 및 향후과제 = 93
• 참고문헌 = 95
• Abstract = 112
• 설문지 = 115