The Effects of Presentation Mix Factors on Relationship Marketing, Market Orientation, and Customer Satisfaction in Hotel Service:A Sample of Deluxe Hotels Guests in Changwon and Haeundae Area

JunHyuk Lee; 김진우

This study investigated the effects of presentation mix on relationship marketing, market orientation, and customer satisfaction in hotel service. Data were collected from 200 hotel guests at four deluxe hotels in Changwon and Busan on November 2009. The results of a exploratory factor analysis identified eight stable factors of presentation mix: physical enthronement, location, atmosphere, employee, customer, price, communication and online service. Results of a structural equation model analysis indicated that presentation mix factors had partially positive effects on relationship marketing, market orientation, and customer satisfaction. Specifically, physical environment and online service factors had higher effects on relationship marketing, market orientation, and customer satisfaction than others had. However, factors like location, atmospherics, customers did not have relationships with the intermediate and dependent variables. Finding from this study suggest that hotel companies should effectively manage internet communication and physical environment to build and maintain positive relationship with customers.

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* 2022년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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