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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

Hotel Reservation Service, Customer Expectations, Brand Attachment, and Brand Loyalty: Effects of Package Product Reservation

Hotel Reservation Service, Customer Expectations, Brand Attachment, and Brand Loyalty: Effects of Package Product Reservation

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2014, v.12 no.12, pp.27-41
https://doi.org/https://doi.org/10.15722/jds.12.12.201412.27
Chang, Jae-Hyup (Chungnam Green-Bio Center, Kongju National University)
Yoon, Ki-Chang (Department of International Business, Chungbuk National University)
Park, Chang-Soo (Chungnam Green-Bio Center, Dept. of Tourism, Kongju National University)

Abstract

Purpose - This study examines various reservation service components that would increase customers' brand attachment and loyalty, while discussing how reservation service components would affect the customer behaviors. Research design, data, and methodology - This study theoretically analyzed the hotel package product reservation system, the customer expectations, the brand attachment, and the brand loyalty, while reviewing previous studies. Results - This study analyzed the distribution channels of the hotel package products from various angles and, as for more extensive research, the study explained the different results caused by each different reservation system type that may be preferred by each individual customer. Conclusions - It was confirmed that, of the hotel reservation service components, the convenience factors, the reliability factors, the information factors, and the other factors other than the human factors, have a significant influence on the customer expectations. Further, the study also revealed that the customer expectation has an important effect on the brand attachment. In addition, the study improved the prevailing understanding on the relation between the brand attachment and the brand loyalty.

keywords
Hotel Reservation Service Components, Customer Expectation, Brand Attachment, Brand Loyalty, Package Product

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The Journal of Distribution Science(JDS)