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 (호텔연출믹스요인이 관계마케팅, 시장지향성 및 고객만족에 미치는 영향 - 창원·해운대지역 특급호텔이용객을 중심으로 -)

JunHyuk Lee (이준혁); 김진우

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

Journal of Tourism Sciences
Abbr : JTS
2010, 34(9), pp.337-358
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

JunHyuk Lee ¹, 김진우 ¹

¹영산대학교

Accredited

ABSTRACT

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.

KEYWORDS

Hotel presentation mix, Relational marketing, Market orientation

Citation status

* References for papers published after 2023 are currently being built.

[journal] 강상묵 / 2004 / 호텔의 인터넷서비스 품질이 고객만족에 미치는 영향에 관한 연구 / 관광정보연구 16 : 1~20

[journal] 구정대 / 2007 / The Effects of Physical Environment on Cognitive Loyalty and Behavioral Loyalty / 마케팅논집(Journal of Marketing Studies) / 한국전략마케팅학회 15(2) : 65~84

[journal] 권영철 / 1996 / 시장지향성이 성과에 미치는 영향: 수출기업의 경우 / 마케팅연구 11(1) : 35~48

[journal] 곽동성 / 1999 / 내부서비스품질이 종사원만족과 고객만족에 미치는 영향에 관한 연구 / 한국마케팅저널 1(4) : 35~57

[journal] 김정만 / 2004 / The Effect of Hotel Web Service Qulity on Customer Satisfaction,World of Mouth and Visit / 관광학연구 / 한국관광학회 27(4) : 255~270

[journal] 김종호 / 1999 / 점포의 물리적 환경과 서비스 만족에 대한 고객특성의 조절효과에 관한 연구 / 대한경영학회지 21 : 233~257

[journal] 배기완 / 2008 / The effect of customer perception of employees‘ response and other customers on purchase intention: Focusing on Outback Steakhouse and Concert 7080 / 마케팅논집(Journal of Marketing Studies) / 한국전략마케팅학회 16(1) : 67~85

[journal] 서승원 / 2008 / The effect of service firm's internal marketing orientation, market orientation, and relationship marketing orientation with suppliers on business performance / 서비스경영학회지 / 한국서비스경영학회 9(4) : 1~34

[journal] 신종칠 / 2005 / A Study on the Impact of Service Characteristics on the Relationship Building between Service Provider and Customers / 마케팅연구 / 한국마케팅학회 20(1) : 29~54

[journal] 오석윤 / 2003 / 호텔기업의 인적 서비스 품질이 고객만족에 미치는 영향 / 호텔관광연구 5(3) : 183~197

[journal] 이용기 / 1996 / 시장지향성: 선행요인, 매개요인, 그리고 성과간의 구조적 관계 / 마케팅연구 11(2) : 161~181

[book] 이유재 / 2004 / 서비스 마케팅, 3판 / 학현사

[journal] 이유재 / 1998 / 물리적 환경이 서비스품질 평가에 미치는 영향에 관한 연구 / 마케팅연구 13(1) : 61~86

[journal] 이학식 / 1998 / 시장지향성과 성과: 사원만족, 고객만족 및 기업이미지의 매개적 역할 / 경영학연구 27(1) : 157~184

[journal] 이학식 / 1999 / 호텔산업의 시장지향성과 사업성과의 관계성, 그리고 매개변수에 관한 연구 / 경영학연구 28(1) : 75~102

[journal] 이형룡 / 2002 / The Effect of the Perceived Service Quality by Physical Environment of the Hotel Western Restaurant on Customer Satisfaction / 관광연구 / 대한관광경영학회 17(2) : 177~197

[thesis] 유재원 / 2004 / 서비스접점에 있어서의 상호작용이 고객의 참여행동에 미치는 영향에 관한 연구 / 박사 / 한양대학교 대학원

[book] 정규엽 / 2004 / Hotel Hospitality Marketing / 연경문화사

[journal] 정규엽 / 1997 / 호텔 선택 결정속성에 의한 비즈니스 FIT의 시장세분화에 관한 연구 / 호텔경영학연구 5(2) : 215~229

[journal] 조선배 / 2002 / The Causal Relationships of Service Environments, Service Quality, Customer Satisfaction, and Repurchase Intention in Tourist Hotel Industry: The Structural Equation Model / 관광학연구 / 한국관광학회 26(1) : 149~164

[journal] Anderson, E. W. / 1994 / Customer satisfaction, market share, and profitability: Findings from Sweden / Journal of Marketing 58 : 53~72

[journal] Anderson, J. C. / 1988 / Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach / Psychological Bulletin 103(3) : 411~423

[book] Baker, J. / 1987 / The Role of Environment in Marketing Services: The Customer Perspective. in The Services Challenge: Integrating for Competitive Advantage / American Marketing Association : 79~84

[book] Berry. L. L. / 1991 / Marketing Services / The Free Press

[journal] Bitner, M. J. / 1992 / Servicescapes: The Impact of Physical Surroundings on Customers and Employees / Journal of Marketing 56(2) : 57~71

[journal] Booms, B. H. / 1982 / Marketing Services by Managing the Environment / Cornell Hotel and Restaurant Administration Quarterly 23(2) : 35~39

[journal] Bowen, J. / 2003 / Loyalty: A Strategic Commitment / Cornell Hotel and Restaurant Administration Quarterly 44(5) : 31~46

[journal] Claycomb, C. / 2002 / Building customer relationships: an inventory of service providers’ objectives and practices / Journal of Service Marketing 16(7) : 615~635

[journal] Cronin, J. J. / 2000 / Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments / Journal of Retailing 76(2) : 193~218

[journal] Crosby, L. A. / 1990 / Relationship Quality in Services Selling: An Interpersonal Influence Perspective / Journal of Marketing 54 : 68~81

[book] Czepiel, J. A. / 1987 / The Role of the Environment in Marketintg Service: The Consumer Perspectives. The Service Challenge: Integrating for Competitive Advantage / American Marketing Association

[book] Deasy, C. M. / 1985 / Designing Places for People / Whitney Library of Design

[journal] Fornell, C. / 1992 / A national customer satisfaction barometer: the swedish experience / Journal of Marketing 56(1) : 6~21

[book] Gronroos, C. / 1990 / Service management and marketing: Managing the moments of truth in service competition / Lexington Books

[book] Hair, J. F. Jr. / 1998 / Multivariate Data Analysis. 5th ed. / Prentice-Hall International

[journal] Haugland, S. A. / 2007 / Market orientation and performance in the service industry: A data envelopment analysis / Journal of Business Research 60(11) : 1191~1197

[journal] Heide, M. / 2009 / Key Factors in Guests’ Perception of Hotel Atmoshpere / Cornell Hospitality Quarterly 50(1) : 29~43

[journal] Kirca, A. H. / 2005 / Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance / Journal of Marketing 69 : 24~41

[journal] Kohli, A. K. / 1990 / Market Orientation: The Construct, Research Propositions, and Managerial Implications / Journal of Marketing 54 : 1~18

[journal] Kotler, P. / 1973 / Atmospherics as a Marketing Tool / Journal of Retailing 49(4) : 48~64

[journal] Lewis, R. C. / 1984 / Isolating Difference in Hotel Attributes / Cornell Hotel and Restaurant Administration Quarterly 25(3) : 64~77

[book] Lewis, R. C. / 2000 / Marketing Leadership in Hospitality / Van Nostrand Reinhold

[journal] Lichtenstein, D. / 1989 / Contextual Influences on Perceptions of Merchant-Supplied Reference Prices / Journal of Consumer Research 16 : 55~66

[journal] Mitchell, V. / 1994 / A Preliminary Investigation into Pre- and Post Purchase Risk Perception and Reduction / European Journal of Marketing 28(1) : 56~69

[journal] Narver, J. C. / 1990 / The Effect of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach / Journal of Marketing 53 : 21~35

[journal] Noone, B. M. / 2009 / Hotel revenue management and the internet: The effect of price presentation strategies on customers’ willingness to book / International Journal of Hospitality Management 28(2) : 272~279

[journal] Oczkowski, E. / 1998 / An examination of the form of market orientation in Australian companies / Australian Marketing Journal / 6(2) : 3~12

[journal] Odekerken-Schroder, G. / 2003 / Strengthening outcomes of retailer-consumer relationships- The dual impact of relationship marketing tactics and consumer personality / Journal of Business Research 56(3) : 177~190

[journal] Oliver, R. L. / 1981 / Measurement and evaluation of Satisfaction process in retail settings / Journal of Retailing 57(Fall) : 25~48

[book] Oliver, R. L. / 1997 / Satisfaction-A Behavioral Perspective on the Consumer / McGraw-Hill

[journal] Renaghan, L. M. / 1981 / A New Marketing Mix for the Hospitality Industry / Cornell Hotel and Restaurant Administration Quarterly 22(2) : 31~36

[journal] Renaghan, L. M. / 1987 / What Meeting Planners Want: The Conjoint-Analysis Approach / Cornell Hotel and Restaurant Administration Quarterly 28(1) : 67~76

[journal] Rindfieisch, A. / 2003 / Interfirm cooperation and customer orientation / Journal of Marketing Research 40(4) : 421~436

[journal] Schmidt, S. / 2008 / The characteristics of hotel websites and their implications for website effectiveness / International Journal of Hospitality Management 27(4) : 504~516

[journal] Shostack, G. L. / 1977 / Breaking Free From Product Marketing / Journal of Marketing 41(2) : 73~81

[journal] Sigala, M. / 2003 / Developing and Benchmarking Internet Marketing Strategies in the Hotel Sector in Greece / Journal of Hospitality and Tourism Research 27(4) : 375~401

[journal] Sin, L. Y. M. / 2005 / An analysis of the relationship between market orientation and business performance in the hotel industry / International Journal of Hospitality Management 24(4) : 555~577

[journal] Sin, L. Y. M. / 2002 / The effect of relationship marketing orientation on business performance in a service-oriented economy / Journal of Service Marketing 16(7) : 656~676

[journal] Srinivasan, S. S. / 2002 / Customer Loyalty in e-commerce: an Exploration of its antecedents and consequences / Journal of Retailing 78(1) : 41~50

[web] TravelCLICK / TravelCLICK / / http://www.travelclick.net/press/news/index.cfm

[book] Upah, G. D. / 1985 / Situation Creation in Services Marketing in The Service Encounter / Lexington Books

[journal] Ward, L. M. / 1981 / The psychological representation of molar physical environments / Journal of Experimental Psychology 110 : 121~152

[journal] Zeithaml, V. A. / 1988 / Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence / Journal of Marketing 52(3) : 2~21

[book] Zeithaml, V. A. / 2003 / Service marketing: Integrating customer focus across the firm(3rd ed.) / McGraw-Hill/Irwin

[journal] Zeithaml, V. A. / 1985 / Problems and Strategies in Services Marketing / Journal of Marketing 49(2) : 33~46

KJCKorea
Journal Central

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7