The purpose of this study was to investigate how users' perceived benefits of hotel F&B loyalty program affected their relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services) and how their relationship quality(trust and satisfaction) influenced their loyalty. The model was tested in the settings of five-star hotels using a sample of current members of food & beverage membership program. Empirical results confirmed that not only perceived benefits of hotel F&B loyalty program affects users' perceived relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services) but that their perceived relationship quality influences loyalty on hotel products and services(hotel food & beverage products/services). According to the results, complimentary dining coupon and food discount strongly affected relationship quality(trust and satisfaction) and loyalty on hotel products and services(hotel food & beverage products/services). Strategically, it is recommended to appeal those benefits to current and potential members to maximize the loyalty. Also, it should be considered as major factors to re-package hotel F&B loyalty program.

The purpose of this study were to measure brand personalities of deluxe hotels in Seoul, and to identify the difference of brand personality between local and international hotels. The questionnaires developed for this study were distributed to 460 employees in kitchen and F&B departments of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for anaylsis(86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis and t-test, and AMOS(5.0) for confirmatory factor analysis. The results of this study showed that deluxe hotels have brand personalities relatively strong at 'affection', 'sophistication', 'competence' dimensions, and there was a significant difference by hotel nationality. The brand personality scores of international brand hotels perceived by employees were high at the 'excitement'(p<0.001), 'sophistication'(p<0.001), and 'competence'(p<0.01) dimensions, whereas local hotels were considered more obedient(p<0.01). Overall, it could be a key factor for successful brand management that establish a distinctive brand personality, and a localized brand personality measure will lead to more desirable decision making.

The purposes of this study were to measure the job satisfaction levels of F&B(Food & Beverage) personnel in hotel by using JDI(Job Descriptive Index), to investigate relationships between demographic variables or job type and job satisfaction, to determine the relative importance of the five facets and to identify the effects of job satisfaction on turnover intention by hotel. Questionnaire was developed and distributed to 660 employees who are currently working in food & beverage department of hotel A (Domestic independent deluxe hotel) and hotel B(international chain deluxe hotel). A total of 498 questionnaires were usable; resulting in 75.5% response rate. The survey was conducted between March 16 to 27, 2000. As a result of analysis on job satisfaction, total JDI score was 136.57 out of full mark 210. Personnel of Hotel A was more satisfied significantly with work itself (p<.01), supervision (p<.001), co-worker (p<.01), total JDI (p<.001) than those of hotel B. Total JDI and work itself score were higher on employees of front of the house than those of back of the house in both of hotels. Payroll was the most important facet on job satisfaction. Finally, work itself (p<.001) and payroll (p<.05) had a significant effect on turnover intention in hotel A and work itself (p<.001), supervision (p<.05) and promotion (p<.05) did in hotel B. The findings indicated the necessity of human resource management apt to the vision of enterprise and the organizational culture.

It is the aim of this study to identify and develop improved management practice and competitive edge through co-branding which has been adopted extensively in the States. There is no universally accepted definition of co-branding. The term has been used interchangeably with labels such as brand alliance and composite branding. This study is exploratory in nature and at best a pilot study as few academic research are found dealing with actual cases between hotels and restaurant companies in Korea. Through related literatures reviews and research findings, this study will provide valuable insight as to the methods and activities of co-branding and a framework to help industry professions identify co-branding opportunities to enhance the productivity.