호텔 이용의 경험적 소비특성이 고객-브랜드 관계몰입 및 장기지향성에 미치는 영향

The aim of this study is the finding of the influence of the experiential consumption features of the people using hotels that representing service industry on customer-brand relationship commitment and long-term orientation. To achieve this, this researcher set up hypothesis referring to literature. Conducted a questionnaire for the people using five-star hotels in Seoul. 520 out of total 540 copies of questionnaires were collected and then 500 copies were selected at last for an empirical analysis. SPSS WIN 14.0 and AMOS 7.0 were used for the statistical processing of the collected data. The collected questionnaires were put to frequency analysis, and factor analysis, credibility analysis to verify the validity and credibility of the measuring devices. Below are the findings from the empirical analysis. First, above empirical analysis showed clearly that the hotel users' experiential consumption feature affected most strongly the emotion-based relationship among customer-brand relationship commitment. Second, belief-based relationship commitment appeared as positively influential on emotion-based relationship commitment which affected positively behavioral relationship commitment proving a gradual causal effect relationship. Third, belief, emotion,behavior-based relationship commitment all together turned out to be positively influential on long-term orientation. Previous studies on experiential consumption mostly focused on individual field, but this researcher put forth more wide views by showing diverse variables and differentiated.