초록 열기/닫기 버튼

The purpose of this study is to verify the structural relationship among self-congruity, functional congruity, customer value and revisit intention for 283 customers using five-star and four-star deluxe hotels. This online survey was conducted from April 23rd to May 3rd, 2021 for customers who have used deluxe hotels in the past year by the marketing research firm. Based on the research hypothesis presented in this study, the results of the analysis are as follows. First, self-congruity and functional congruity have significant impact on customer value. Second, self-congruity and functional congruity have no impact on revisit intention. Third, customer value has a significant impact on revisit intention. Fourth, customer value identified full-mediated effects in the relationship between functional congruity and revisit intention. It is suggested that the results have theoretical and practical implications of self-congruity, functional congruity, customer value and revisit intention to deluxe hotels.



키워드열기/닫기 버튼

자아일치성
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기능적 일치성
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소비자 가치
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재방문 의도
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Self-congruity, Functional Congruity, Customer Value, Revisit Intention