거제도 지역 저가호텔의 관계품질이 추천의도에 미치는 영향 : 고객가치의 조절효과 = The Influence of Relationship Quality of Low-Priced Hotel in Geojedo on Recommendation Intention: The Moderating Effect of Customer Value

다국어 초록 (Multilingual Abstract)

This study investigates how relationship quality (satisfaction, trust, and commitment) affects recommendation intention in low-priced hotel services and how customer value plays a role as a moderating variable between relationship quality and recommendation intention. The results of the empirical analysis of 216 low-priced hotel users are as follows. The structural equation of AMOS 20.0 was used to test the measurement model and the hypothesis. First, satisfaction, trust, and commitment of relationship quality have a positive effect on recommendation intention. Particularly, commitment has the greatest effect on recommendation intention, while trust has the least impact. Second, as a result of analyzing the moderating effect of customer value between relationship quality and recommendation intention, it is significant when commitment influences recommendation intention. The interesting thing is that commitment of the group with low customer value has more influence on recommendation intention. On the other hand, satisfaction and trust of the group with high customer value have more influence on recommendation intention. Therefore, in order to activate low-priced hotels, since the importance of relationship quality and the role of customer value have been confirmed, managers should make efforts on this part.