호텔 고객자산이 고객충성도에 미치는 영향 = 브랜드 지식의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

Recently, the Korea Tourism Organization (KTO) stated that the ten millionth foreign tourist during the year of 2012 entered to Korea as early as November. According to KTO data, foreign tourists visiting Korea has increased consistently. This study was designed to analyze visitor loyalty to a specific hotel brand. The main focus of this study was on the effects of the hotel customer relationship equity & value equity on customer loyalty, and on ways to improve the conceptualization of brand knowledge through brand awareness and brand image. This study used a sample of 306 foreign customers who had guest experiences in five hotels across Seoul. The data was used to test the proposed model with multiple regression analysis & hierarchical regression analysis. As a result, hotel customer relationship equity & value equity had a significant impact on hotel customer loyalty, and it was confirmed that value equity was more influential than relationship equity to hotel consumer loyalty. In addition, this study verified statistical significance for the moderating role of brand knowledge. It was also revealed that the perceived quality & price of a customer had a significant moderating effect on consumer loyalty. The results of this analyses implied that hotel managers and executives should apply these principles in marketing activities and design a service delivery process to enhance consumer loyalty, thereby obtaining a competitive edge.