|
KMID : 0665420070220020283
|
|
Korean Journal of Food Culture
2007 Volume.22 No. 2 p.283 ~ p.288
|
|
|
The Relationship among Perceived Benefits of Hotel F&B Loyalty Program, Relationship Quality and Loyalty
|
|
Ha Dong-Hyun
Kim Seong-Min
|
|
|
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.
|
|
|
KEYWORD
|
|
|
hotel F&B loyalty program, relationship quality, loyalty
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|