Hotel Room Reservation Employees Relationship with Customers and Customer Trust, Commitment and Hotel Performance

Abstract

Relationship marketing has been researched and developed as critical marketing strategy in service sector and the hotel industry is strongly asked to take the relationship-oriented approach in the tourism sector as well as airline and travel agent. In this study, we tried to find the effect of relationship orientation in room reservation on customer trust, customer commitment and performance. Based on the results of study, implications of hotel room sales strategy are following. First, generally, as hotel room reservation employee is more relationship-oriented, trust and commitment become high. Subordinate variables such as problem-solving efforts, active information offers and checking customer's complaints have a positive effect on quality of relationship. Therefore, we can enhance the quality of relationship through selecting the various methods to perceive the relationship-oriented activities?? Second, to maximize repurchase intention and recommendation intention, just service offer, sincere promise execution and trust in recommendation are required. To form commitment of payment intention from service satisfaction, we need following service activities; active communication, belief in execution of hotel service program, heartful service spirit and so on.