패밀리 레스토랑에서 고객관계마케팅이 관계의 질과 몰입, 충성도에 미치는 영향 (Effects of Relationship Marketing on Customers' Relationship Quality, Commitment, and Loyalty in the Family Restaurant Sector)

서지정보

· 발행기관 : 한국호텔관광학회
· 수록지 정보 : 호텔관광연구 / 10권 / 3호 / 217 ~ 232페이지
· 저자명 : 황호선, 김경환

초록

The purpose of this study was to examine the importance of relationship marketing of family restaurants and connection of relation marketing, relationship quality, commitment and royalty. In order to empirically investigate the proposed hypotheses, the data were collected from 300 respondents randomly selected from among the customers who visited the family restaurants. But availability questionnaires of 300 questionnaires was 288. The data were analyzed with SPSS 12.0. Several statistical methods were used including frequency analysis, factor analysis, reliability analysis, regression analysis, t-test, ANOVA.
The results can be summarized as follows: First, human services, food services are positively associated with satisfaction and trust. And customer marketing, price policy are only positively associated with satisfaction.
Second, relationship qualities(satisfaction, trust) are positively associated with commitment, royalty.
Third, commitment is positively associated with royalty. It is interesting to note that royalty is through commitment better simple factor of trust, satisfaction. And family restaurants effort to get customer's satisfaction, for example, use the activities of relationship marketing as differentiating strategies.
At the end of the paper, managerial implications and limitations are discussed. The results of studies showed the customer royalty is closely related to the relationship marketing, relationship quality and commitment.

영어초록

The purpose of this study was to examine the importance of relationship marketing of family restaurants and connection of relation marketing, relationship quality, commitment and royalty. In order to empirically investigate the proposed hypotheses, the data were collected from 300 respondents randomly selected from among the customers who visited the family restaurants. But availability questionnaires of 300 questionnaires was 288. The data were analyzed with SPSS 12.0. Several statistical methods were used including frequency analysis, factor analysis, reliability analysis, regression analysis, t-test, ANOVA.
The results can be summarized as follows: First, human services, food services are positively associated with satisfaction and trust. And customer marketing, price policy are only positively associated with satisfaction.
Second, relationship qualities(satisfaction, trust) are positively associated with commitment, royalty.
Third, commitment is positively associated with royalty. It is interesting to note that royalty is through commitment better simple factor of trust, satisfaction. And family restaurants effort to get customer's satisfaction, for example, use the activities of relationship marketing as differentiating strategies.
At the end of the paper, managerial implications and limitations are discussed. The results of studies showed the customer royalty is closely related to the relationship marketing, relationship quality and commitment.

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