고객-기업 동일시가 서비스품질과 추천의도의 관계에 미치는 매개효과 -호텔레스토랑을 중심으로- = The Mediating Effects of Customer-Company Identification on the Relationship between Service Quality and Referral Intention -Focused on the Hotel Restaurants-

다국어 초록 (Multilingual Abstract)

The hotel firms are interested in sustainable growth, they are paying attention to customer procurement. Previous studies on customer procurement are focused on service quality, customer-company identification and referral intention. The purpose of this study aimed to explore 1) the relationships between service quality and customer-company identification 2) the relationship between service quality and referral intention 3) the relationship between customer-company identification and referral intention in the hotel firms. In addition, it tries to find out the mediating effects that customer-company identification have contributed to the relationships between service quality and referral intention. 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 service quality has a direct effect on the customer-company identification. And service quality has a direct effect on the referral intention and customer-company identification has a direct effect on the referral intention. And also, it has been found that the customer-company identification have mediating effects between service quality and referral intention. The ultimate results of this study bring up the new direction in ways on the customer relationship management practices and marketing strategy focused on the service quality, customer-company identification and referral intention in the management of the hotel firms. The contribution and limitations of this research were discussed and the future possible researches based on this research were mentioned.

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