The Relationship among Perceived Benefits of Hotel F&B Loyalty Program, Relationship Quality and Loyalty

호텔 식음료 로열티 프로그램의 혜택, 관계의 질 및 애호도간의 관계에 관한 연구

  • Ha, Dong-Hyun (Department of Hotel Tourism Management, Dongguk University ay Gyeongju) ;
  • Kim, Seong-Min (Major in Hotel Management, Jangan College)
  • 하동현 (동국대학교 호텔 관광경영학과) ;
  • 김성민 (장안대학 호텔경영)
  • Published : 2007.04.30

Abstract

The purpose of this study was to investigate how users' perceived benefits of hotel F&B loyalty program affected their relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services) and how their relationship quality(trust and satisfaction) influenced their loyalty. The model was tested in the settings of five-star hotels using a sample of current members of food & beverage membership program. Empirical results confirmed that not only perceived benefits of hotel F&B loyalty program affects users' perceived relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services) but that their perceived relationship quality influences loyalty on hotel products and services(hotel food & beverage products/services). According to the results, complimentary dining coupon and food discount strongly affected relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services). Strategically, it is recommended to appeal those benefits to current and potential members to maximize the loyalty. Also, it should be considered as major factors to re-package hotel F&B loyalty program.

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