고객의 관계유대감이 고객만족과 사랑을 매개로 고객자산에 미치는 영향

Abstract

Abstract

The purpose of this study was to identify the effect of relational bond(structural bond, financial bond, social bond) on customer equity through customer satisfaction(satisfaction with bar-restaurant and the employees) and bar restaurant love in the hotel industry. To draw the results of the study, a survey data of 303 customers were collected from a population of the membership customers of a five star hotel located in Busan via a questionnaire, and then the matching secondary data were collected from the hotel company. On the basis of existing researches, 13 hypotheses were developed and tested through a structural equation model after performing frequency analysis and factor analyses using SPSS 12.0 and AMOS 4.0. The research results are as follows. First, each of structural bond, financial bond and social bond has a positive effect on customer satisfaction both with bar restaurant and with the employees. Second, customer satisfaction with the employees has a positive effect on customer satisfaction with customer bar- restaurant. Third, customer satisfaction with bar-restaurant and the employees both have a positive effect on customer bar-restaurant love. Fourth, customer bar-restaurant love has an effect on customer equity, which is RFML(Recency, Frequency, Monetary, Length) -a positive effect on Frequency, Monetary and Length, but a negative effect on Recency. Lastly, this study suggests practical and theoretical implications based on the results of an empirical analysis.

Key words : structural bond, financial bond, social bond, bar-restaurant satisfaction, employee satisfaction, bar-restaurant love, RFML