Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
The Effects of Self-determination Factors on Customer Participation, Brand Commitment, and Brand Loyalty: Focusing on Customers Using Five-star Hotel Rooms
- Journal of Tourism Sciences
- Abbr : JTS
- 2018, 42(5), pp.73-96
- DOI : 10.17086/JTS.2018.42.5.73.96
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Son， Young-A 1, Lee, Hyung-ryong 1
1세종대학교
Excellent Accredited
ABSTRACT
This study was carried out to find out the autonomy, competence, and relatedness, which are self-determined psychological needs, on customer participation, brand commitment, and brand loyalty for customers using five-star hotel rooms in Korea. The survey was conducted from February 1 to February 10, 2018. A total of 353 copies were distributed online, and 301 copies were used for the empirical analysis. For the research analysis, SPSS 22.0 and AMOS 22.0 were used to carry out frequency analysis, descriptive statistical analysis, confirmatory factor analysis, and structural model verification. According to the analyses results, self-determination factors consisted of three factors of autonomy, competence, and relatedness, and they were found to have a positive (+) effect in relation to customer participation. Also, customer participation was found to have a positive (+) effect in relation to consumers' brand commitment and brand loyalty. Finally, brand commitment of customers using five-star hotel rooms was also found to have a positive (+) significant influence relationship with brand loyalty. With new marketing plans to increase the profits of hotel companies, this study provides meaningful implications for the industry and academia.
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