특급관광호텔 고객이 지각하는 관계혜택, 관계품질, 행동의도의 관계분석

Relationships among Relational Benefits, Relationship Qualities, and Behavioral Intentions of Customers in Upscale Hotels

This study examined the relationships among customers' relational benefits, relational qualities, and behavioral intentions in Korean upscale hotels. Based on the review of related literature, customers' relational benefits were conceptualized in terms of social benefit, psychological benefit and economic benefit. In addition, customers' relational qualities were measured in terms of satisfaction, trust and commitment, while customers' behavioral intentions were conceptualized in terms of the relationship maintenance and positive word of mouth. Data were collected via self-administrated survey from 275 customers of 10 upscale hotels in Seoul and Busan from July to August 2010. Results showed that customers' evaluation of relational benefits from the hotel were only partially associated with their attitude toward relational qualities and behavioral intentions. Results also indicated that customers' attitude toward relational qualities were partially related to their attitude toward relationship maintenance. In contrast, all the three dimensions of relational qualities were found to be related to the positive word of mouth. Implications and limitation of the study were also discussed.