• Journal of the Korean Society of Food Culture
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• v.22 no.2
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• pp.283-288
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• 2007

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.