A Study on the Impact of Rapport-Building Behavior, Relationship Quality, Switching Barriers, and Loyalty in Five-Star Hotels Restaurant - The Mediating Effects of Relationship Quality and Switching Barriers -

This study examines the impact of Rapport-Building Behavior by employees in five-star hotel restaurants on Relationship Quality, Switching Barriers, and Loyalty, focusing on the mediating roles of Relationship Quality and Switching Barriers. With the rapid advancement of digital services and the increased prevalence of contactless interactions in the hotel industry, human interactions have become increasingly significant, especially post-COVID-19. This research analyzes how proactive Rapport-Building Behavior by restaurant staff can enhance perceived Relationship Quality, strengthen Switching Barriers, and increase Loyalty. A survey was conducted among customers who visited five-star hotel restaurants in Seoul within the past year, yielding 228 valid responses analyzed through multiple regression and mediation analysis. Findings reveal that Rapport-Building Behavior significantly improves Relationship Quality and Switching Barriers, with Relationship Quality mediating between Rapport-Building Behavior and Switching Barriers. Additionally, Switching Barriers mediate the relationship between Relationship Quality and Loyalty. This study underscores the importance of effective customer engagement through Rapport-Building Behavior in fostering positive customer relationships and reducing churn. Practical implications suggest integrating Rapport-Building strategies into customer service training and developing comprehensive customer relationship management plans to maintain competitive advantages.