특급 호텔 바(Bar)의 관계마케팅에 관한 연구 -관계혜택이 품질 평가와 관계지속의도에 미치는 영향을 중심으로- = A study on the Relationship Marketing of the Five-Star Hotel Bars -Focusing on the Relationship Benefit Influencing the Quality Evaluation and Relationship Retention Intention-

다국어 초록 (Multilingual Abstract)

This research studied the relationship marketing implemented between hotel companies and their customers, specially focusing on the five-star hotel bars. Ultimately, the purposes of this research are to contribute to clarifying factors regarding relationship benefits to keep loyal customers and suggest more effective strategies to acquire competitive advantage for the hotel bar marketing based on the research result. The summary of contents studies in this paper is as follows: (1) Construction of a research model toward the correlation of the relationship marketing, relationship benefits and relationship retention intention was made. (2) 3 hypothesis related the research model were established. (3) To prove the established hypothesis, questionnaires were derived from previous researches and the survey was conducted by targeting customers visiting five-star hotel bars in Seoul. (4) Empirical evaluation was carried out through correlation analysis. The empirical evaluation results were identified that social benefit, psychological benefit and functional benefit were positively related to the service quality evaluation of customers. Also, the service quality evaluation had significantly positive influence on customer`s satisfaction, trust and loyalty. These results could be helped in understanding consumer`s behavioral intention in connection with the relationship marketing and working out useful marketing strategies by marketers or managers in the hotel industry.

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