초록 열기/닫기 버튼
The growth of the Vietnamese hotel industry has created fierce competition among hotels. As part of this competitive advantage, the favorable relationships between customers and employees has been noted. Therefore, this study aimed to examine whether the employees’ rapport-building behavior perceived by customers using Vietnamese hotels influence rapport, which has pleasant interaction and personal ties, to generate customer citizenship behavior. In other words, in this study, the employees’ rapport-building behaviors are considered as courteous behavior, uncommonly attentive behavior, information-sharing behavior, connecting behavior, common grounding behavior and these behaviors actually build rapport. In addition, it was attempted to find out whether the rapport triggers customer citizenship behavior. To examine this, a study was conducted on 569 customers using hotels in major cities in Vietnam. As a result of the analysis, it was found that courteous behavior and common grounding behavior among Vietnamese hotel employees’ rapport-building behavior had a positive effect on both pleasant interaction and personal ties, which are sub-elements of rapport. On the other hand, uncommonly attentive behavior and connecting behavior affected only pleasant interaction, and information-sharing behavior was found to have a positive effect only on personal ties. In addition, it was found that rapport between customers and employees has a positive effect on customer citizenship behavior. The results of this study are expected to present the strategic measures necessary for establishing long-term relationships with customers in Vietnamese hotels.
