ScholarWorks@숙명여자대학교

초록

This study examined the benefits customers perceive from relationship with hotel restaurant employee. And this study investigated the effect of relational benefits on employee and store, and customer loyalty. For these purposes the authors developed a structural model which consists of several variables. The one hundred and eighty nine customers responded to the questionnaire. The data were analyzed with LISREL 8.3W. The results can be summarized as follows:First, the three factors of social and psychological benefits, and customization were retained for each of the four relational benefits. Second, the perception of psychological benefits and customization are positively associated with employee satisfaction and restaurant satisfaction, in turn, with customer loyalty. Third, long-term customers perceive higher relational benefits, score higher on employee and restaurant satisfaction, and customer loyalty. At the end of the paper, theoretical contributions, managerial implications, limitations, and future research directions are discussed.

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