호텔기업의 우선적 혜택관리가 고객행동의도에 미치는 영향

Abstract

The Effects of Prioritization Management by Hotel on Customer Behavioral Intention - Double Mediating Effects of Gratitude and Attachment -

Eun Jung Son

Department of Business Administration The Graduate School Pukyong National University

Abstract

Consumption in human life is a matter of great importance(Hsee, Yang, Li & Shen, 2009). People sometimes set apart themselves and sometimes maintain the relationship and also pursue a value by consumption. As a viewpoint on consumption began to be interpreted in terms of happiness through consumption, a discussion on fields of social science and marketing that emphasize the emotional aspects has been made continuously(Buss, 2000). Depending on the value of the individual pursuit it showed a difference of intensity in monetary or non-monetary investment of time and of efforts, and depending on the direction that companies seek and on the importance of decision-making that customers prioritize considered impacts on enterprises will also vary. However, despite these concerns most of the existing studies have been construed only on the point of view that how well the unilateral benefits that companies provide are transmitted according to the competency of the customer contact service employees, studies on what benefits have the greatest impact on the customer's decision-making and on customer's behavior from these benefits that affects the company's performance was very insufficient. In view of these, this research intends to expand on the study that for hotel customers what benefit offered from the hotel has a priority to determine to use hotel, and on the study that customer's any behavior change after using the hotel affects the hotel company by applying the psychology of customers to hotel companies. In this study, after three prioritizational benefit management factors offered to hotel customers were classified such as core benefits, status elevation benefits and preferential treatment benefits, this researcher tried to verify how parameter of gratitude and attachment impact on the degree of customer behavioral intention that is parameter of result, and to analyze the difference between a five star hotel and a business hotel according to the hotel rating. As a results of analysis, first, three factors of preferential benefit were found to affect positively to the gratitude in order of preferential treatment benefits, core benefits and status elevation benefits. These results signify that clear objectives visitors are growing in using the hotel, and the possibility likely to lead gratitude for the benefits from company with accurate information and professional aspects rather than the alteration of the spirit of service such as over-friendliness. Second, it was confirmed that customer experienced gratitude had a high potential to feel an attachment to the service provider or company, and was confirmed the positive influence that gratitude gives a strengthening social relations and relation improvement and that gratitude is a main parameter to explain the persistent relationship and quality that are main interest of marketing. Third, attachment was found to be functional in a positive effect on the cross-buying intention, and human interaction, friendship, efforts of strengthening the attachment relation through human solidarity was found to be a positive effects to help decisions-making an additional purchase. Fourth, attachment was found to be functional in a positive effect on the raised purchase intention, and relationship of social/financial dealings on the basis of trust due to the strong psychological attachment made was found to be a positive effects to an add willingness to pay decisions-making. Fifth, attachment was found to give a significant impact on customer participation behavior. For service quality and customer satisfaction, not only the efforts of the company and employees customer participating is essential, and the results showed that there was a need of process to be emphasized to make recognizing a clear presence of benefits of the customer in accordance with this. Sixth, the result that attachment has a significant effect on customer citizenship behavior shows that although it is not directly related to individual interests active strives for others and corporations are derived from attachment, it means that there is a need to be emphasized for strengthening voluntary action induction by making recognition the progressive transformation of the company due to their contributions. Seventh, double-mediated effects of gratitude and attachment are significant impacts on the customer behavioral intention, the combined effect of the gratitude and attachment is verified to be able to contribute the improvement of company's performance. Taken together the meaning of these findings of the present study, for the first desire of customers for preferential treatment benefits for experiencing the impressive services that the hotelier produces a special experience, discretionary empowerment to employees is essential for realizing the immediate response of a service status strategy, in particular it can be said as suggesting that five star hotels must induce the customers' gratitude through strengthening employees' capacities by training with having preferential treatment benefits as a priority strategy. Also, a creative activity strategy such as raising awareness and concentration on the part of the banquet in the hotel and accompanied services of rooms, food and beverage, etc. by lowering the barriers of hotel banquet is only a way and a task that can create more effects in the increasingly fierce markets. Finally, for customers who require the benefits of a business hotel at the same time while maintaining the symbolism that the existing five star hotel customers prefer, strategic alliance that combines the advantages of the local hotels and the advantages of brand of hotel chains will increase the duration of use of the hotel through making satisfaction at the same time the tastes of the business hotel customers who prioritize a reasonable budget.

Key words: prioritization management, benefits, gratitude, attachment, customer behavioral intention