호텔고객이 지각하는 신뢰의 대상별 차원이 고객시민행동에 미치는 영향

The effect of dimension of trust's target on customer citizenship behavior perceived by hotel customer: Focusing on the Trust Transfer

The study investigated hotel customers' reliability of hotel enterprises and employees on which the perceptions affect their civil action by conducting an empirical study. The results of the present study revealed as following: 1) the reliability of hotel enterprises had significant positive regression weight to the reliability of the hotel employees, indicating hotel customers with higher reliability of hotel enterprises on these scales were expected to have higher reliability of the hotel employees; and 2) the reliability of hotel enterprises and employees had significant positive regression weight to customer citizenship behavior of the hotel customers, indicating hotel customers with higher reliability of the hotel enterprises and employees were expected to have higher customer citizenship behavior; additionally, the reliability of the hotel enterprises had more impacts to civil action compared to the reliability of the hotel employees. To wit, hotel enterprises are to establish customer reliability by not only handling customers' complaints through prompt responses for understanding demand of customer but also giving empowerment to their employees who directly provide services with customers.