럭셔리호텔의 서비스경험이 관계몰입을 통해 서비스충성도에 미치는 영향: 서비스공감성의 조절효과

The Effect of Luxury Hotel Service Experience on Service Loyalty through Relational Commitment: The Moderating Effect of Service Empathy

Purpose - This study aims to investigate how service experience in luxury hotels influences service loyalty via relationship quality, and to explore the moderating role of empathy in this process. Design/Methodology/Approach - This study conducted a survey using a self-administered questionnaire with a sample of 348 participants. The respondents were adult men and women aged 20 or older who had experienced staying at a five-star luxury hotel within the past three month. The collected data were analyzed using statistical programs SPSS 21.0 and AMOS 21.0. The hypotheses proposed in this study were tested through structural equation modeling(SEM). Findings - In the context of luxury hotels, this study empirically demonstrated that service experience influences relationship quality and customer loyalty. In the causal relationships among the components of relationship quality, service satisfaction was found to have a positive effect on service trust, which in turn positively influences relational commitment. Furthermore, it was confirmed that service empathy acts as a moderating variable, strengthening the positive effects of service experience on satisfaction and commitment. Research Implications - Perceived customer service experience appears to directly enhance relationship quality. To foster customer loyalty, it is important to strengthen relationship quality by ensuring that satisfied customers develop trust in the service, which in turn leads to greater relational commitment. In addition, the study confirms the importance of service empathy in the process by which perceived service experience influences service loyalty through relationship quality.