A Study on the Moderating Role of Alternative Attractiveness in the Relationship Between Relational Benefits and Customer Loyalty

被引：33
作者：
Lee, Yong-Ki [1 ]
Ahn, Woo-Kyu [2 ]
Kim, Kyoungsik [3 ]
机构：
[1] Sejong Univ, Coll Business Adm, 98 Gunja Dong, Seoul 143747, South Korea
[2] Dongguk Univ, Dept Hotel Management, Kyunggu City 760714, South Korea
[3] Sungkyunkwan Univ, Res Inst Management, Seoul 110745, South Korea
来源：
INTERNATIONAL JOURNAL OF HOSPITALITY & TOURISM ADMINISTRATION | 2008年 / 9卷 / 01期
关键词：
Relational benefits (confidence benefits; social benefits; special treatments); customer loyalty; alternative attractiveness;
D O I：
10.1080/15256480801910517
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The purpose of this study was to investigate the moderating role of alternative attractiveness in the association between relational benefits (confidence benefits, social benefits, special treatments) and customer loyalty in hotel restaurants in South Korea. Data were collected from 250 hotel restaurant customers. The data was analyzed using moderated regression analysis and subgroup analysis. The research findings are as follows: First, confidence benefits and special treatments positively affect customer loyalty. Second, alternative attractiveness has a homologizer moderating effect on the relationship between relational benefits and customer loyalty except for confidence benefits. At the end of the paper, theoretical contributions, managerial implications, limitations, and future research directions are discussed.
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页码：52 / 70
页数：19
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