호텔상품에 대한 거래신뢰가 관계혜택과 관계만족 및 재구매의도에 미치는 영향

The purpose of this study is to investigate the effect of transaction reliability (e.g., reservation service, cancellation, refund, problem solving support, etc.) in hotel services on relationship benefits (e.g., customer orientation benefits, personal attention, problem solving, personal care, personal help), psychological benefits (safety, feel free to relax, comfort), financial benefits (mileage, discount, upgrade, complementary), relationship satisfaction (e.g., relationship, transaction, communication, etc.), and repurchase intention (e.g., relationship continue, recommendation, suggestion, etc.) in South Korea. This study used four factors including, transaction reliability, relationship benefits, relationship satisfaction, and repurchase intention. Structured questionnaires were conducted with customers who have three or more online hotel reservation purchase experiences, from July 1, 2020 to July 20, 2020, using an online survey from naver.com. By utilizing convenience sampling method, a total of 200 valid samples (87%) were used for the final analysis. The analysis was conducted using SPSS 26 and the hypotheses were tested using frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis. The results of the analysis are as follows. First, transaction reliability in hotel services has a significantly positive influence on relationship benefits, relationship satisfaction and repurchase intention. Second, relationship benefits has a significantly positive influence on relationship satisfaction and repurchase intention. Third, relation satisfaction also has a significantly positive influence on repurchase intention. Implications of this study provide finding suggestions, and limitations and directions of this study for future research are discussed.