프리미엄 해양리조트 회원권 구매요인이 고객의 감정적 태도 및 충성도에 미치는 영향 - H호텔&리조트 이용객을 중심으로 -

Abstract

This study tried to empirically identify the purchasing factors of domestic premium marine resort memberships, and to understand the relationship between purchasing factors and customers' affective attitudes and loyalty. In this study, 250 copies of valid samples obtained through a survey on membership purchasers(members) and accompanying guests at one domestic premium marine resort were analyzed with a structural equation model. As a result, first, the purchase factors of domestic premium marine resort memberships were identified as four factors: Luxury facilities, brand power, service quality, and self-satisfaction. Second, it was found that brand power, service quality, and self-satisfaction, excluding the factor of Luxury facilities, had a significant positive (+) effect on affective attitude. Third, affective attitude was found to have a significant positive (+) effect on customer loyalty. Fourth, only service quality factors were found to have a significant positive (+) effect on customer loyalty. Fifth, affective attitude was confirmed to play a partial mediating role in the relationship between purchasing factors(service quality) and customer loyalty. Therefore, this study empirically analyzed the purchasing factors of domestic premium marine resort memberships, provided a basis for future related studies, and confirmed the conceptual validity of a single dimension on affective attitudes. In addition, the direction of product planning and marketing strategy establishment related to resort operation was presented in practice.