특1급 호텔의 고객관계마케팅 요인이 고객몰입에 미치는 영향

A Study on the Influence of Customer Relationship Marketing Factors on Customer Immersion at 5 Star Hotels: Trust and Relationship Volition As a Mediator

This research presents a customer relationship marketing strategics and verifies a comprehensive approach of mediating effects of relationship volition & trust to integrate customer relationship marketing for a hotel business model. Regression analysis was used to test the relationship variables, key variables, customer immersion and also to test the mediation effects of relationship volition and trust between relationship variables and customer immersion. Data were obtained from 244 hotel users in the Seoul Metropolitan area. The empirical findings of this study are: Firstly, relationship discontinuance cost affects relationship volition; Secondly, contact intensity affects trust; Thirdly, trust affects relationship volition; Fourth, relationship volition affects customer immersion; Fifth, trust affects customer immersion; Sixth, relationship volition has fully mediating effects between relationship discontinuance cost and customer immersion; Seventh, trust has no mediating effects between contact intensity and customer immersion.