서비스드 레지던스의 관계마케팅 활동이 고객의 재방문 의도에 미치는 영향

The purpose of this study was to investigate the significant influencing factors of relationship marketing activities on the reuse intention of serviced residence. Self-administrated questionnaires were completed by 317 guests and data were analysed by frequency, reliability, factor analysis and using structure equation models. The results showed that the service activities of relationship marketing for serviced residence were classified into human, material and managerial services. The material and managerial services have proven to have significant influences on trust, while the human service did not show significant influence. Especially, serviced residence guests have been much interested in physical environment such as variety, appropriate price, facility, accessibility, etc. Also they were touched by the publicity documents regularly delivered to them and the managerial service that showed the interest in them. In addition, the results proved that trust influenced the commitment, and then commitment had a significant effect on the clients' intention to revisit the serviced residence. This result implies that the clients who have trust get committed in the organization and that they visit the place time and again.