호텔레스토랑의 고객가치, 이용상황, 핵심혜택이 고객만족과 애호도에 미치는 영향: 부산지역 특1급호텔 레스토랑을 대상으로

There are increasingly interested to reveal the relations between core benefit and situational variation for hotel restaurant to coordinate customer satisfaction and customer loyalty, In severe competition, service business has to search for competitive advantage to focus customer pursued core benefit and situational variation to make more profitability of hotels, Hotel manager has proceeded strategic decision making to setup customer satisfaction for gaining customer loyalty. First, customer value, use variations, critical benefits were independent with each other, and the hypothesis 1 was accepted, and independent variables was valid according to path correations. Second, customer value was affected customer satisfaction, but was not influenced customer loyalty, that is, customer value was induced customer to satisfaction, but customer loyalty was not established not, only for customer value but for interactivity of customer value, critical benefit, use variations. Third, use variations was induced customer loyalty, but not affected customer satisfaction, that is, use variations was made for customer respects, but hotel and employee`s services, and use variations was induced customer loyalty according to customer retention for his pursued benefits.