Earticle

The purpose of this study was to supplement the VIP marketing strategy after analyzing the VIP marketing perception of the hotel employees. The results were as followings. The VIP guest-perception of the hotel employees was very high but the VIP marketing perception was insufficient. The VIP guest satisfaction about VIP marketing and the contribution of the VIP guests to the hotel are poor. And the perceptions of the employees are different between the sales related department and the support department. So the communication within the departments and the research about the VIP guests are need to establish the VIP marketing.

This study was conducted to ascertain the influence of customer satisfaction on the customer loyalty and repurchase intention in the on-line travel agency. After reviewing the previous researches, a conceptual model was chosen. The model was consisted of customer satisfaction, customer loyalty and repurchase intention The study was carried out with a web based test. It was tested using the Structural Equation Model(AMOS 4.0). Total 390 subjects were used to collect the data for this study. The customer had the previous transaction on the travel agencies using internet were chosen as the subjects for the study. Test was conducted to assess the model to reveal the relationship between customer satisfaction and others. The conclusions obtained from this study were as follows. 1) The customer satisfaction influenced on the customer loyalty. On the other hand, it did not significantly affect on the repurchase intentions. 2) The customer loyalty influenced on the repurchase intention. Therefore customer loyalty is an essential element for the marketing in the travel business. The agents need to use more scientific measurement and long-term marketing strategies to examine and to establish their customer satisfaction and their loyalty. And they must improve the customer loyalty by providing more benefits than their rival ones. By doing this, they might establish a competitive edge and promote total numbers of customers and revenue.one.

Psychology is more useful to marketing managers than demographics when it comes to understanding consumer behavior. This study considers the lifestyle concept to know the hotel consumers expectations of the service quality. Lifestyle approach is the way of typing people, what they hold in common psycho-statistical characteristics, how individuals spend time, what individuals think is important and what opinion he has about himself and his environments. The results are as followings: First, lifestyles of hotel consumers were clustered into three group such as family centered, fulfillment and desire, fashion and wants Second, expectation of hotel service quality were clustered into five factor such as tangibles, reliability, responsiveness, empathy and assurance. Third, there are significant differences in the tangibles, reliability, responsiveness,, assurance among the groups. This means that the salient factors of service quality expectation for the hotel are different from the lifestyle. The marketers who are in charge of hotel have to take into account the consumer lifestyle when they work out a marketing strategy.