가치-만족-태도-행동 (VSAB) 모형 개발 : 호텔 충성도 프로그램을 중심으로

This study broadened the Value-Attitude-Behavior (VAB) model theory developed by Homer & Kahle (1988), by incorporating a robust model that offers a clearer understanding of how the perceived values of hotel loyalty program influence on the formation of satisfaction, attitude and behavioral intentions. Satisfaction was added to improve the VAB model; a sequential process of guests’ perceived values, attitude and behavioral intentions. The questionnaire was conducted with Koreans who are members of the global chain hotels’ loyalty program and have used the hotel for the past five years. And a total 322 surveys were used for the empirical analysis. The results showed that benefit value and psychology value of hotel loyalty program have positive effects on customer satisfaction formation. Customer satisfaction exerts a favorable influence on the formation of attitude and behavioral intentions which were examined by purchase intention, word-of-mouth intention and willingness to pay intention. Meanwhile, attitude was identified to have a positive influence on the formation of word-of-mouth intention only. The model fit of the Value-Satisfaction-Attitude-Behavior (VSAB) structural model verified the adequacy of the extended theory through the model comparison between VSAB and VAB. Despite some limitations, the findings can be theoretically and practically meaningful, providing insightful implications to develop the marketing strategy of the hotel loyalty program.