특급호텔 멤버십제도에 대한 호텔종사원의 인식(認識)과 태도(態度)에 관한 연구(硏究)

다국어 초록 (Multilingual Abstract)

Maintaining repeat customers is as important as attracting new customers in hotel business. Hotel membership system is a progressive marketing tool to managing repeat customers. 14 hotels were selected in Seoul. And, 420 question sheets(30 sheets/hotel) were distributed to hotel employees. The 98% of them replied to the questionnaire from Aug. 5th, 2004 to Sept. 3rd, 2004. The answers were verified. Some of them(14 sheets) which were invalid were excluded from analysis. This study aims to analyze that how hotel employee`s recognition to the hotel membership system impact on their work attitude. Results indicated that hotel employee`s recognition to the hotel membership system is composed of 3 factors: importance of membership, membership privilege, member`s work attitude. Hotel employees have a positive recognition to the importance of membership and membership privilege, but have a negative recognition to member`s work attitude. There is no difference of the recognition to the hotel membership system by the department, but some difference is found by the position. And hotel employee`s recognition to the hotel membership system is positively related to the hotel employee`s work attitude to the membership customers. Implications of hotel managers are discussed.