지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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This study investigate the relationship between antecedents of hotel users loyalty and loyal customer's behavioral responses, mainly depending on Korean and Chinese samples. Previous studies of service customer and their loyalty unveiled service loyalty is largely affected by customer's satisfaction, switching cost, and image factors. Loyal customers also tend to be of longer-tern relationship in their transactions, of high repurchase intention, and to diffuse positive word-of-mouth communication voluntarily.
For the analysis of relationships, variables in the model were firstly conceptually and operationally defined, grounded on the prior researches. This study assumed that hotel user's satisfaction is determined by physical as well as service provider's features of a hotel, plus prior experience of dissatisfaction. Switching cost is proposed to be affected by alternative's attractiveness, sunk cost, and user's variety-seeking tendencies. At the same time, hotel image is hypothesized to be dependent on hotel's reputation in the industry and user's perceived congruence of the images between the hotel and himself/herself. Some researchers found that the switching cost plays as a determinant role for customer's loyalty while it is affected by customer's satisfaction and hotel image.
Six hundreds of questionnaires were distributed to 300 Korean and 300 Chinese with an experience of local and/or foreign hotels in recent 3 years.
433 valid samples, 174 from Korean and 259 from Chinese were analysed to test hypothesis, using statistical package of AMOS 4.0 and SPSS 10.0 for Windows.
Reliability and validity of the instrument were within acceptable level. Model and hypothesis in the form of structural equation model were tested via AMOS 4.0. Results revealed that hotel user's loyalty is affected by satisfaction, switching cost, and image factors. This study showed that image factors significantly influence customer's switching cost while satisfaction failed to have a significant impact on it. A model using Korean users only da1a showed the same outcomes as in the Chinese only user's model, which supposedly means that customer satisfaction is no more an idiosyncratic feature of hotel industry both in Korea and China
Results from the analysis of cultual differences between Korea and China, borrowed form the idea of Hofstede's framework showed statistical significance in power distance and uncertainty while not in individualism and masculinity. Structural model in Korea reveals that switching cost does not influence hotel user's loyalty statistically. Chinese model neither showed significant path coefficient between satisfaction and loyalty, nor hotel image factors and loyalty.
For the increase of practical applicability, further analysis of determinants in the model were executed and discussed its findings. Comments on the limitations of this study are hoped to make some contributions for the future research on the sectors of customer's Loyalty and hotel business strategy.
For the analysis of relationships, variables in the model were firstly conceptually and operationally defined, grounded on the prior researches. This study assumed that hotel user's satisfaction is determined by physical as well as service provider's features of a hotel, plus prior experience of dissatisfaction. Switching cost is proposed to be affected by alternative's attractiveness, sunk cost, and user's variety-seeking tendencies. At the same time, hotel image is hypothesized to be dependent on hotel's reputation in the industry and user's perceived congruence of the images between the hotel and himself/herself. Some researchers found that the switching cost plays as a determinant role for customer's loyalty while it is affected by customer's satisfaction and hotel image.
Six hundreds of questionnaires were distributed to 300 Korean and 300 Chinese with an experience of local and/or foreign hotels in recent 3 years.
433 valid samples, 174 from Korean and 259 from Chinese were analysed to test hypothesis, using statistical package of AMOS 4.0 and SPSS 10.0 for Windows.
Reliability and validity of the instrument were within acceptable level. Model and hypothesis in the form of structural equation model were tested via AMOS 4.0. Results revealed that hotel user's loyalty is affected by satisfaction, switching cost, and image factors. This study showed that image factors significantly influence customer's switching cost while satisfaction failed to have a significant impact on it. A model using Korean users only da1a showed the same outcomes as in the Chinese only user's model, which supposedly means that customer satisfaction is no more an idiosyncratic feature of hotel industry both in Korea and China
Results from the analysis of cultual differences between Korea and China, borrowed form the idea of Hofstede's framework showed statistical significance in power distance and uncertainty while not in individualism and masculinity. Structural model in Korea reveals that switching cost does not influence hotel user's loyalty statistically. Chinese model neither showed significant path coefficient between satisfaction and loyalty, nor hotel image factors and loyalty.
For the increase of practical applicability, further analysis of determinants in the model were executed and discussed its findings. Comments on the limitations of this study are hoped to make some contributions for the future research on the sectors of customer's Loyalty and hotel business strategy.
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UCI(KEPA) : I410-ECN-0101-2016-326-002709497