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Regulation - An Empirical Research of relationship investment on hotel customer loyalty of corporate reputation

Author: LiuZhengFeng
Tutor: LiangYun
School: Chongqing Technology and Business University
Course: Business management
Keywords: relationship investment relationship quality customer loyalty corporatereputation
CLC: F719.2
Type: Master's thesis
Year: 2014
Downloads: 2
Quote: 0
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Abstract


In recent years, the increasingly fierce competition in the hospitality industrybrings about increasing operating costs of enterprises and rising customer churn rate.In order to compete for market share and reduce customer churn rate, the hospitalityindustry often uses relationship marketing. As an important means of relationshipmarketing, relationship investment is often used to maintain old customers and getnew customers for the establishment of good relations with customers. Due to thecurrent relatively few studies on the relationship investment, hotel services also arelack of theoretical guidance on the investment strategy of relationship marketingrelationships. Therefore, urgent actions on a deeper study of mechanism forrelationship between investment and customer loyalty should be taken.From the consumer perspective, based on the related theories of relationshipinvestment, relationship quality, customer loyalty and corporate reputation, the thesisbuilds a conceptual model of relationship investment to customer loyalty. The thesisverifies the mediating role of relationship quality and regulating role of corporatereputation. Relationship investment has been analyzed from two dimensions ofspecial treatment and substantive feedback, relationship quality from two dimensionsof satisfaction and trust, customer loyalty from two dimensions of attitude loyalty andbehavior loyalty.Based on questionnaire survey method, this thesis has empirical analysis on maineffects in model variables and makes interaction verification of adjusting effect of thevariables in the model regulation in this study with experimental method A total of200questionnaires,173valid questionnaires were obtained, and the data is used forimpact analysis and hypothesis testing. The thesis processing data with spss19.0, bydescriptive statistical analysis, reliability analysis, validity analysis, factor analysis,regression analysis and analysis of variance, has following conclusions: Specialtreatment has a significant positive impact on the relationship quality; the substantivefeedback contributes a significant positive effect on relationship quality. Specialtreatment has a significant positive effect on relationship satisfaction and relationshiptrust; Substantive feedback has a significant positive impact on the relationshipsatisfaction and relationship trust. In The impact of relationship investment onrelationship quality, the regulatory role of corporate reputation is significant. For thepositive impact of relationship investment strategy on customer relationship quality, high standards of corporate reputation hotel is greater. Relationship quality, asintermediary variables of relationship investment on customer loyalty, testified asignificant impact. Empirical results provide recommendations for enterprises todevelop relationship investment strategy.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > Services sector > Hotel and Guesthouse Accommodation
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