호텔기업의 관계마케팅활동과 성과의 구조적 관계연구 = (The) relationship marketing of hotel industry and the structural relationship of performance

다국어 초록 (Multilingual Abstract)

1. Summary and Implications
During the last years relationship marketing has been introduced within services marketing since more efficient, profitable and long-term marketing can be achieved by focusing on present customers instead of concentrating on attracting new ones.
The purpose of this study has been to offer a general background to ralationship marketing which during the last years has developed as an alternative way of handling marketing in service firms. The traditional marketing paradigm has not been able to provide us with an understanding of and tools for handling and interaction and network approach within marketing are based on the assumption that long-term relationship are basis for firms wanting to satisfy their customers and productive business.
As the weaknesses of the transactional approach become apparent, new concept of relationship marketing are employing a strategic perspective intended to develop guest's commitment in a way that cannot easily be duplicated by competitors.
The hotel industry has in recent years become interested in developing loyal guests through relationship marketing, but that initiative has progressed only by fits and starts.
This study of relationship marketing focuses on furture performances-a relationship marketing activities built on relationship qality between the guest and hotel.
In this study, I have explored theoretical background to accomplish the research objectives by reviewing the related previous researches. And I have established the hypotheses to answer the research questions. To test them empirically, I collected 579 questionnaires from the guests of 27 deluxe hotel in Seoul. Specifically, three groups of hypothese were established regarding (1) the effects of three set factors, such as confidence, contact and communication service to hotel guest, on a relationship marketing, (2) relationship quality (trust, satisfaction) will influenced on the repeat purchase on the role of commitment (intermediation factor), (3) relationship quality (trust, satisfaction) will influenced on the word of mouth on the role of commitment (intermediation factor).
The several statistical methods were used including descriptive analysis, reliability test, covariance analysis, confirmatory factor analysis, covariance structural analysis. The result of this study can be summed up as follows.
First, confidence service act as antecedents of symbolic relationship marketing activities. So, symbolic relationship marketing activities has a direct influence upon relationship quality(trust, satisfaction). The result supports empirically that relationship marketing activities is a significant determinant of relationship quality.
Second, contact guest service acting have negative influence upon relationship marketing activities. On the other hand, take care of unsatisfaction guest, among the predicted variables, has been prove to be the most influential one when we regard the effect of the variables upon contact guest service acts. Therefore, it means that hotel should make an effort, in advance, to increase relationship quality.
Third, as I have predicted, communication service acting affect relatioship quality, so they act as antecedents for relatioship quality. Also, as a result of investigating the influence of communication service acting factors, hotel newsletter, direct mail, information, menbership, telemarketing service have the influence upon the direct effect and the total effect as well.
Fourth, relationship quality(trust, satisfaction) influence upon performance (repeate purchase, positive word-of-mouthn). Also, relationship quality has a direct influence upon commitment, commitment was influence upon repeat purchase, positive word-of-mouth. This reflects the direct effect of commitment upon performance, and shows that commitment has an influence upon performance as an important variable. The results support the proposition that confidence, contact and communication service acting lead to relationship commitment, the behavioral outcome of loyalty to performance. Also, relationship quality are the most important antecedents to commitment.
2. Limitations and Further research directions
Several issues can be raised for further research.
First, this study guest a cross-sectional analysis, Although a protest was conducted to overcome this problem, it was not solved completly. The outcome of relationship marketing will be shown not in the short run but in the long run. In this regard, the further study may conduct a longituidinal analysis.
Second, this study used only subjective measures to measure performance. The further studies are recommended to use the financial performance indices to test the structural relationship between antecedents and consequences of relationship marketing
Third, the subjects of this study are restricted to the domestic hotel guest of the deluxe hotel in seoul area. Further studies are recommended to foregien guest and nationwide as respondents.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 문제의 제기 = 1
• 2. 연구 목적 = 4
• 3. 연구의 방법 및 구성 = 5
• Ⅱ. 호텔 관계마케팅의 이론적 배경 = 8
• 1. 관계마케팅의 개념 = 8
• (1) 관계마케팅의 생성 = 8
• (2) 관계마케팅의 정의 = 13
• (3) 관계마케팅의 발전과 선행연구 = 15
• 2. 호텔 관계마케팅 = 21
• 3. 호텔 관계마케팅활동 요인 = 23
• (1) 고객과의 신뢰적 서비스 = 23
• (2) 고객과의 접촉 서비스 = 26
• (3) 커뮤니케이션 서비스 = 29
• 4. 관계의 질 구성요인 = 33
• (1) 신뢰 = 33
• (2) 만족 = 37
• 5. 호텔 관계마케팅활동 매개요인 : 몰입 = 41
• 6. 관계마케팅활동의 성과요인 = 45
• (1) 재구매의도 = 45
• (2) 구전효과 = 46
• Ⅲ. 연구모델의 설계와 가설설정 = 49
• 1. 연구모형의 설정 = 49
• 2. 연구가설 = 51
• (1) 호텔 관계마케팅활동과 관계 질과의 관계 = 51
• (2) 관계의 질, 몰입, 재구매의도의 관계 = 53
• (3) 관계의 질, 몰입, 구전의 관계 = 54
• 3. 변수의 조작적 정의 및 측정 = 56
• Ⅳ. 실증연구 = 59
• 1. 연구방법 = 59
• (1) 설문지의 구성과 측정 = 59
• (2) 자료 수집 = 60
• (3) 자료분석 기법 = 60
• 2. 수집된 자료의 분석 = 63
• (1) 자료의 특성분석 = 63
• (2) 자료의 검증 = 64
• (가) 신뢰성 검증 = 64
• (나) 확인요인분석 = 65
• (다) 집중타당성과 판별타당성 분석 = 68
• (라) 상관관계 분석 = 72
• 3. 연구가설의 검증 = 73
• (1) 외생변수와 내생변수에 대한 측정변수의 요인계수 = 73
• (2) 연구모형의 검증 = 74
• (3) 관계마케팅 활동과 관계의 질 가설에 대한 검증 = 79
• (4) 관계의 질, 몰입, 성과 가설에 대한 검증 = 80
• (5) 경쟁모형의 비교 = 82
• (6) 연구결과의 요약 = 84
• Ⅴ. 결론 = 85
• 1. 연구의 요약 및 시사점 = 85
• 2. 연구의 의의, 한계점 및 미래연구 방향 = 89
• 참고문헌 = 91
• ABSTRACT = 101
• 부록 : 설문서 = 105