호텔레스토랑 고객가치가 고객희생과 고객충성도의 관계에 미치는 매개효과 = The Mediating Effects of Customer Value on the Relationship between Customer Sacrifice and Customer Loyalty in the Hotel Restaurants

다국어 초록 (Multilingual Abstract)

The hotel firms must paying attention to customer retention. Previous studies on customer retention are focused on customer value, customer sacrifice and customer loyalty. The purpose of this study aimed to explore 1) the relationships between customer sacrifice and customer value 2) the relationship between customer sacrifice and customer loyalty 3) the relationship between customer value and customer loyalty in the hotel firms. In addition, it tries to find out the mediating effects that customer value have contributed to the relationships between customer sacrifice and customer loyalty. To achieve these purposes, questionnaire was developed based on previous study and data were collected by customers in the hotel restaurants. Then the data and hypotheses were examined. The results of this study shows that customer sacrifice has a negative effect on the customer value. And customer sacrifice has a negative effect on the customer loyalty and customer value has a direct effect on the customer loyalty. And also, it has been found that the customer value have mediating effects between customer sacrifice and customer loyalty. The results of this study bring up the new direction in ways on the customer relationship marketing strategy focused on the customer sacrifice, customer value and customer loyalty in the management of the hotel firms. The contribution and limitations of this research were discussed and the future possible researches were mentioned.

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