Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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CRM Efforts, Different Paths to Loyalty: Members and Non-members in the Hotel Industry

CRM 활동이 충성도에 미치는 영향: 호텔 산업에서 회원과 비회원 고객 비교

  • Bang, Jounghae (School of Business Administration, Kookmin University) ;
  • Cho, Yoonho (School of Business Administration, Kookmin University) ;
  • Kim, Min Sun (Major in Hotel and Tourism Management, Hyupsung University)
  • 방정혜 (국민대학교 경영학부) ;
  • 조윤호 (국민대학교 경영학부) ;
  • 김민선 (협성대학교 관광유통경영학부 호텔관광경영전공)
  • Received : 2014.01.07
  • Accepted : 2014.02.05
  • Published : 2014.02.28
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Abstract

Since it is essential to have good relationships with customers for their loyalty, the importance of CRM has been increasing. While CRM attempts to satisfy different segments of customers with different strategies, there are not many studies conducted to examine the effect of CRM efforts on those different customers. This study explored to examine how those different customers respond to the CRM efforts depending on their memberships in the hotel industry. As results of the study, it was found that for all customers without and with membership, the effect of maintaining stage of CRM process was significant. However, for customers without membership, the maintaining stage of CRM process have positive effect on both satisfaction and commitment while for customers with membership, its effect was significant only on commitment.

고객의 충성도를 높이기 위해 고객과의 좋은 관계가 필수적이며, 이에 따라 CRM의 중요성은 더욱 증가하고 있다. CRM은 고객에 따라 각각 그에 맞는 전략으로 각기 다른 고객의 요구를 만족시키고자 하는 한편, 기업의 CRM 활동들이 각기 다른 고객에게 어떻게 영향을 미치는 지에 대해서는 연구가 많지 않다. 본 연구는 호텔 산업의 비회원 고객과 회원 고객의 경우, 각각 CRM 활동에 어떻게 반응하는 지를 고찰하고자 하였다. 연구 결과, 회원 고객이나 비회원 고객 모두 CRM의 관계유지활동이 유의한 영향을 미치는 것으로 나타났으나, 비회원고객의 경우에는 관계유지 활동이 만족도(Satisfaction)와 몰입(Commitment) 모두를 높인 반면, 회원고객의 경우에는 몰입만을 높이고, 이에 따라 충성도가 높아지는 것으로 나타났다.

Keywords

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