호텔 로열티 프로그램의 관계결속요인이 충성도에 미치는 영향에 관한 연구

In the current competition of diverse channels of hotel booking, international hotel groups need to develop a competitive strategy. A hotel loyalty program is an effective tool to approach customer loyalty directly and it is understood significant role for customer loyalty. To build up a strategy to expand market share in the competition, a relational bonding strategy is strongly recommended to design a hotel loyalty program to enhance customer loyalty. The purpose of this study is to develop a relational bonding strategy for a hotel loyalty program to support customer loyalty between customers and hotel companies. The research was proceeded by multiple regression analysis between relational bonds and customer loyalty of hotel loyalty program. A total of 200 data from the survey was used for empirical analysis. Components of relational bonds consist of economic bonds, emotional bonds, and customized bonds. The results of this study showed that emotional bonds and customized bonds positively influence customer loyalty, but economic bonds donot influence customer loyalty. To find out the evaluation of conveyed factors under emotional bonds and customized bonds, hierarchical analysis was proceeded after regression analysis. From the formation of emotional bonds, customer loyalty was positively affected by service and benefits which are offered at thesite of hotel property. Also, among consisted factors of customized bonds, mobile and channel access most affected customer loyalty. These empirical results imply the expectations from customers to hotel loyalty program as a relational boning strategy.