호텔서비스 품질이 거래기업의 장기적 협력관계에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze how service quality provided by hotels can affect their relationship marketing for commercial corporate company and to suggest a strategic implication on the corporate company long-term relationship marketing based on the analysis. This study tried to; first, look at components that affect hotel service quality; second, analyze the way each component of hotel service quality affects corporate company; lastly, suggest characteristics of hotel services that can be used for formulating effective marketing strategies for corporate company by examining the impact that the quality of hotel services has on their long-term cooperative relationship marketing activities for corporate company`s reservation staff. The implications these results of the analysis give are as follows; Based on the surveyed data analyses, such hotel service quality factors as tangibles and empathy were found to have more significant effect than others on corporate company relationship commitment. First, the fact that empathy was shown to be the quality factor that influence relationship commitment the most suggest that corporate company`s reservation staff become more commitment when hotel staff understand them and provide service from their standpoint. Second, the second most important factor that affects corporate company`s long-term relationship commitment is tangibility, which implies that the excellence of physical facilities that company`s staff can like is important. Third, according to the study result, the higher the company`s relationship commitment, the more likely they are to return. As much as it is important to create new company, it is also meaningful to promote the existing company`s relationship commitment through various promotional offers.

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