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The Relationships between Selection Properties for Hotel Wedding Banquet Halls, Corporate Trust, and Loyalty

Nam, You-Shin 1,  장인식 1

1우송정보대학

Accredited

ABSTRACT

This research addresses the influence of corporate trust and loyalty on hotel wedding banquet halls. To achieve the results, the study surveyed customers with experience using four premium hotel wedding banquet halls in Daejeon over the course of a month from March 1st,2015 to March 31st,2015. Then, 267 valid samples taken from 300 total samples were analyzed using SPSS 21.0. The result is as follows: First, from factor analysis of selection properties, six factors were concluded and named as staff service, display expertise, available facilities, hotel image and hotel reputation, location convenience, food palatability, brand recognition, and propriety of menus based on each factor’s characteristics. Second, it was found that the most meaningful impact on corporate trust, staff service and display expertise affected menu propriety, hotel image and name, convenience came as a result of verification of hypothesis 1. There is a proportionate positive impact (+) on corporate trust by selection attributes for wedding banquet halls. Third, it is found that corporate trust has a proportionate positive influence (+) on all variables of loyalty including contentment, revisit and recommendation as a result of the verification of hypothesis 2 related with influencing the relationship between corporate trust and loyalty. In conclusion, hypothesis 1 was partially selected, and hypothesis 2 was found to result in meaningful influence on every variable. Therefore, people in charge of hotel management should establish active marketing strategies to attract potential wedding customers by managing selection attributes that influence corporate trust and loyalty by developing a new display.

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