중국 중저가 프랜차이즈 호텔 고객의 관계혜택, 관계품질, 장기관계지향성에 관한 연구

A Study on Customers' Relational Benefit, Relational Quality, and Long-term Relationship Orientation of Economy Franchise Hotel Chains in China

Due to the highly competitive environment in China, the management to the cohering conversation between the exciting customers and the hotel has become increasingly important thesis for economy franchise hotel chains to marketers and operators. In this sense, this study aims to develop and test a model which investigate the relational benefits; moreover, how to enhance relational quality and then win the long-term relationship orientation. The empirical results of SEM model indicated that all of the underlying dimensions of relational benefit had a significant effects on satisfaction. And this study also revealed that the economic benefit, psychological benefit and customization benefit had positive effects on trust, while the economic benefit and customization benefit directly affect commitment. The influence of relational quality on long-term relationship orientation was also found to be statistically significant. Furthermore, the commitment was the best predictors for long-term relationship orientation. On the basis of the findings, academic and practical implications were discussed.