호텔연출믹스요인이 관계마케팅, 시장지향성 및 고객만족에 미치는 영향

The Effects of Presentation Mix Factors on Relationship Marketing, Market Orientation, and Customer Satisfaction in Hotel Service: A Sample of Deluxe Hotels Guests in Changwon and Haeundae Area

This study investigated the effects of presentation mix on relationship marketing, market orientation, and customer satisfaction in hotel service. Data were collected from 200 hotel guests at four deluxe hotels in Changwon and Busan on November 2009. The results of a exploratory factor analysis identified eight stable factors of presentation mix: physical enthronement, location, atmosphere, employee, customer, price, communication and online service. Results of a structural equation model analysis indicated that presentation mix factors had partially positive effects on relationship marketing, market orientation, and customer satisfaction. Specifically, physical environment and online service factors had higher effects on relationship marketing, market orientation, and customer satisfaction than others had. However, factors like location, atmospherics, customers did not have relationships with the intermediate and dependent variables. Finding from this study suggest that hotel companies should effectively manage internet communication and physical environment to build and maintain positive relationship with customers.