호텔 레스토랑의 이미지 속성이 고객만족에 미치는 연구 = 고객 구매의도를 조절효과로

다국어 초록 (Multilingual Abstract)

This study is Image property of the hotels restaurant used to target customers of the deluxe hotels in Seoul on customer satisfaction, we analyzed the impact on customers purchase intention. Verification result, first, of the services of the hotel restaurant image properties β = .383, t = 9.128, p <.001, the atmosphere is β = .552, t = 13.163, p <.001 Product β = .205, t = 4.882, as shown p <.001 was found on a significant impact. Second, a correlation coefficient of determination in step 1 into the hotel restaurant only independent variable between image attributes and customer satisfaction is 0.493, F = 93.473 (p <0.01) emerged as a significant model. Controlled variables further increase in the explanatory power due to the purchase of a two-stage model also adds a degree of buying a 15.2% F = 122.601 (p <0.01) Add to this the customer satisfaction has emerged significantly. Stage 3, the interaction to verify the effect adjustment terms turn in the further increase of the predictive power of 1.4% and adjusted to F = 3.755 (p <0.01) for this effect is significantly emerged. The restaurant also look at the image properties and purchase of individual regulatory effect service, the atmosphere did not have any regulatory effect, Product sub-control effect was a above (-). In other words, the image of the restaurant of the hotel falls came as the value of goods falling customer satisfaction.

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