리조트 CRM과 고객충성도 관계 연구

The Relations between Resort CRM and Customer Loyalty

As global competition intensifies in the 21st century, so many companies are trying to secure customer satisfaction and loyalty through building strong customer relationships. The domestic resort industry is becoming increasingly competitive as large companies, SMEs, and municipalities continue to open resort complexes, which increases the importance of CRM. However, research on CRM has not been active in tourism industry, especially resort. Therefore, in this study, we investigate which CRM activities are most effective to improve customer satisfaction and loyalty. The results of the empirical analysis and implications are as follows. First, the CRM activities that affect the satisfaction of the resort users were the collaborative CRM activities and the operational CRM activities. In other words, communication with customers through various contact methods, customer inquiries, prompt and accurate feedback on complaints. In addition, it shows that differentiated benefits according to usage results, a congratulatory message, provision of supplementary services can increase the satisfaction of customers. Second, analytical CRM does not affect the satisfaction of resort users. Third, customers who have improved their satisfaction through resort CRM activities have significant influence on revisit of resort, positive word of mouth to other people. Fourth, CRM activities that promote customer satisfaction are different according to the leisure consumption propensity. Customer satisfaction had a positive effect on customer satisfaction only by collaborative CRM activities, but no CRM activity affected customer satisfaction by customers with efficiency consumption propensity.