호텔 서비스 회복, 서비스 품질, 관계의 질, 만족도, 충성도 간 영향관계에서 관여도의 조절효과

A Study on the Moderator Effect of Customers' Involvement among Hotel Service Recovery, Service Quality, Relationship Quality, Customers' Satisfaction and Royalty

The purpose of this study was to examine how to build customer loyalty through influencing the perception of service quality and to investigate methods of dealing effectively with service problems, by focusing on the moderator effect of customer involvement. Customers are attracted and retained when their needs are satisfied. To avoid lost customers, service recovery becomes a critical component of customer retention. A total of 230 samples were collected and analyzed, with emphasis on the relationships between the methods of dealing effectively with service problems, and service quality, relationship quality, satisfaction, and loyalty. The results showed positive effects among seven variables, and no effect on the correction of service problems and service quality to customer loyalty and satisfaction. Additionally, there was the moderator effect of customer involvement with each issue based on seven hypotheses. The problem of generalization in structural modeling regarding this involvement emerged; and in so doing indicating that customer involvement could be a criterion used to divide customers into different groups according to the context of various service related issues.