호텔 레스토랑 이용고객의 관계품질이 행동의도에 미치는 영향관계 연구

The Effect of Customer Relationship Quality on Behavior Intention in a Hotel Restaurant: A Focus on the Predictive Factors of Relationship Quality

This research was to investigate the predictors of customers' evaluation on relationship quality as it was perceived by hotel restaurant customers. It also examined effects of the relationship quality on behavior intentions of the customers Data were collected from 276 hotel restaurant users at 10 five star hotels in Seoul. Results of empirical analyses showed that relationship management activities, such as food quality, communication, relationship benefits, service recovery, did make significant effects on relationship quality, while food price did not. Result also indicated that relationship quality did make a significant influence on the affective commitment, while it was not significantly associated with word of mouth and revisit intention. In contrast, the affective commitment had a significant effect on spreading positive word of mouth and generating revisit intention.