earticle

영어

This study aims to investigate the effects of value equity on relationship equity and customer loyalty in the hotel industry. To achieve this purpose, questionnaire was developed based on previous studies and data were collected by customers in the hotel industry. Then the data and hypotheses were examined using SPSS12.0. The result of this study shows that value equity has a direct effect on the relationship equity and customer loyalty. And it has been found that the relationship equity has a mediating effect between value equity and customer loyalty. These findings suggested fundamental data for hotel's relationship marketing strategy to attract customers. The contribution and limitations of this research were discussed and the future possible researches were mentioned.