관계혜택과 브랜드동일시가 고객만족을 매개로 충성도에 미치는 영향 = 특급호텔산업을 대상으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the effects of relational benefits and brand identification on customer satisfaction and customer loyalty targeting the customers who use five-star hotels. We used restaurant customers of the five star hotels as a population of this study, and collected a sample of 250 for about one month from March till April in 2011. On the basis of existing researches, 11 hypotheses were developed and tested through a structural equation model after performing frequency analysis and exploratory factor analysis using SAS 8.0 with the final 206 sample. The results of the study can be summarized as follows. First of all, relational benefits, which are confidence benefits, social benefits and special treatments benefits, and the dimensions of brand identification, which includes personal identification and social identification, we are found to be the strategic variables leading to customer satisfactory at hotels. Secondly, as a result of examining the direct effects of relational benefits and brand identification on customer loyalty, confidence benefits and social benefits, excluding the special treatments variable, and social identification, but not personal identification, had direct effects on customer loyalty. Although special treatments and personal identification did not show direct impact on customer loyalty, they are likely to have indirect effects by the customer satisfaction variable. Lastly, this study suggests practical and theoretical implications based on the results of an empirical analysis.