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.
초록· 키워드
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This study aims to investigate the effects of value equity on relationship equity and customer loyalty in the hotel industry. To achieve this purpose, questionnaire was developed based on previous studies and data were collected by customers in the hotel industry. Then the data and hypotheses were examined using SPSS12.0. The result of this study shows that value equity has a direct effect on the relationship equity and customer loyalty. And it has been found that the relationship equity has a mediating effect between value equity and customer loyalty. These findings suggested fundamental data for hotel's relationship marketing strategy to attract customers. The contribution and limitations of this research were discussed and the future possible researches were mentioned.
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참고문헌 (29)
참고문헌 신청
Baker, J. / 2002 / The Influence of Multiple Store Environmental Cues on Perceived Merchandise Value and Patronage Intention / Journal of Marketing 66 : 120 ~ 141
Berry, L. L. / 2002 / Understanding Service Convenience / Journal of Marketing : 1 ~ 17
Blattberg, R. C. / 1996 / Manage Marketing by the Customer Equity Test / Harvard Business Review 74 (4) : 136 ~ 144
Blattberg, R. C. / 2001 / Customer Equity: Building and Managing Relationships as Valuable Assets / Harvard Business School Press
Bolton, R. N. / 1998 / A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction / Marketing Science 17 (1)
Berry, L. L. / 2002 / Understanding Service Convenience / Journal of Marketing : 1 ~ 17
Blattberg, R. C. / 1996 / Manage Marketing by the Customer Equity Test / Harvard Business Review 74 (4) : 136 ~ 144
Blattberg, R. C. / 2001 / Customer Equity: Building and Managing Relationships as Valuable Assets / Harvard Business School Press
Bolton, R. N. / 1998 / A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction / Marketing Science 17 (1)
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