The Effect of Customer Relationship Quality on Behavior Intention in a Hotel Restaurant: A Focus on the Predictive Factors of Relationship Quality

Chae Sin Suk

This research was to investigate the predictors of customers' evaluation on relationship quality as it was perceived by hotel restaurant customers. It also examined effects of the relationship quality on behavior intentions of the customers Data were collected from 276 hotel restaurant users at 10 five star hotels in Seoul. Results of empirical analyses showed that relationship management activities, such as food quality, communication, relationship benefits, service recovery, did make significant effects on relationship quality, while food price did not. Result also indicated that relationship quality did make a significant influence on the affective commitment, while it was not significantly associated with word of mouth and revisit intention. In contrast, the affective commitment had a significant effect on spreading positive word of mouth and generating revisit intention.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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