关系质量、关系利益对酒店顾客忠诚的影响分析.pdfVIP

第12卷 第4期 昆明理工大学学报 (社会科学版) V01．12．No，4 2012年8月 Journal of Kunming University of Science and Technology Aug．2012 关系质量、关系利益对酒店顾客忠诚的影响分析 周常春，王玉娟 (昆明理工大学管理与经济学院，云南昆明650093) 摘 要：随着酒店业市场竞争的日趋加剧，培育和维护忠诚的顾客已经成为酒店业制胜的重要策略。 本文在对相关文献进行回顾的基础上，构建出关系质量和关系利益对顾客忠诚的影响模型，并进行检验 分析。结果显示：关系质量中的顾客满意和顾客承诺这两个维度对顾客态度忠诚和行为忠诚均有显著的 正向影响，关系利益中信心利益和特殊待遇利益也对顾客态度忠诚和行为忠诚有正向影响。而顾客信任 和社会利益只对顾客态度忠诚有显著的正向影响，它们对行为忠诚没有显著的影响。 关键词：酒店；关系质量；关系利益；顾客忠诚 中图分类号：F590．6 文献标识码：A 文章编号：1671—1254(2012)04—0052—08 An Analysis on the Influence of Relationship Quality and Relationship Benefits on the Hotel Customer S Loyalty ZHOU Chang—chun，WANG Yu—iuan (Faculty of Management and Economics，Kunming University of Science and Technology，Kunming 650093，Yunnan，China) Abstract：With the increasingly intensified competition in the hotel industry market，cultivating and main— taining customer S loyalty to the hotel has become a vital strategy for the hotel industry．This article，first of all， reviews the relevant literature and builds an influential model of relationship quality and relationship benefits of customer s loyalty．Empirical findings show that customer s satisfaction and commitment are the two main di— mensions of relationship quality and both have significantly positive effects on attitude loyalty and behavior loyal— ty of the guests．Confidence benefits and special treatment of interests belonging to relationship benefits also have positive effects on attitude loyalty and behavior loyalty．And customer S trust and social interests merely have significant positive effects on customer attitude loyalty，but they have no significant effects on customer S behavioral loyalty． Key words：hotel；relationship quality；relationship benefits；customer s loyalty