호텔의 인적서비스품질이 고객만족과 구매행동에 미치는 영향에 관한 연구 = (A) study on the effects of employee service quality on customer satisfaction and purchasing behavior in the hotel industry

다국어 초록 (Multilingual Abstract)

The present study purposed to examine the effects of employee service quality on customer satisfaction and purchasing behavior in the hotel industry intention, dividing employee services into procedural services and hospitable services.
Although there have been few systematic research on the classification of employee services, this study classified them largely into procedural services and hospitable services. Procedural service quality was measured with the process of service, the timeliness of service, convenient facilities, preparation, communication, interaction with customers and supervision, and hospitable service quality was measured using attitude, body language, voice, wit, proposed sale and problem solving.
To examine the relation of employee service quality with customer satisfaction, purchasing behavior in the hotel industry and recommendation, we suggested research questions focused on the relations among human service quality, customer satisfaction and repurchase intention. Thus, formulated the hypotheses that human service quality will affect customer satisfaction and that customer satisfaction will affect revisit and recommendation intention.
Through empirical analysis, the hypothesis that employee service quality will affect customer satisfaction was accepted for both employee service satisfaction and general satisfaction. This shows that employee service quality is in a positive relation with customer satisfaction. In addition, the hypothesis that customer satisfaction will affect repurchase intention and recommendation was accepted as both employee service satisfaction and general satisfaction were found to have a positive effect on repurchase and recommendation intention.
The result that both procedural service quality and hospitable service quality have an effect on customer satisfaction reflects customers' perception and tendency. In this way, customer satisfaction with deluxe hotel service reflects the characteristics of deluxe hotel service. Among various service industries, deluxe hotel service is closely affected by customers' evaluation based on the quality of their experience, and the experience is formed through the contact between customers and the hotel. Of many hotel service characteristics, relational commitment appeared to be the most influential factor on customer relation, and the effect of switching cost appeared to be low. Hotel marketing staffs need to manage strategically the relational commitment between loyal customers and employees. This means that information on customers should be accumulated to meet customers' demand at the right time and in the right place according to their pattern of service use and experience. For this, hotels should maximize customer satisfaction through active and consistent service activities for customers and empower encounter employees to cope with changes in customers' preference. That is, customer information should be collected by encounter employees who are closest to customers, and the information should be managed strategically and updated through close and smooth exchange with encounter employees.
Because, in using deluxe hotel services, customers frequently contact encounter employees who prepare and deliver the services rather than hotel facilities or services, encounter employees' services determine hotel image and customers' satisfaction with the services. This is supported by the result of empirical analysis that relational commitment is the most influential factor on repurchase intention or customer satisfaction.
Accordingly, in order to enhance customer satisfaction and maintain loyal customers, customers' tendencies in the use of hotel services should be considered and, at the same time, marketing programs should induce relational commitment with employees and various sales promotion events and preferential programs should be offered. In this way, marketing managers should manage customers and make efforts to develop relationships with customers strategically so that customers may continue to prefer their current hotel to its competitors.
As discussed above, this study suggested a research model representing the relations among the quality of human services at deluxe hotels, customer satisfaction, repurchase intention and recommendation, and examined the model through testing hypotheses. Through the research model, it was found that both procedural service and hospitable service quality have an effect on customer satisfaction.
As for the relation between customer satisfaction and repurchase intention, customer satisfaction appeared to have a significant effect on repurchase and recommendation intention. This suggests that the quality of systematized and patterned human services has a significant effect on human service satisfaction, human service satisfaction has a significant effect on customer satisfaction, and the higher customer satisfaction is, the stronger repurchase intention and recommendation intention are. With regard to repurchase intention and recommendation intention for deluxe hotel service, customers have emotional exchange with hotel employees in the situation that systematic and stable services are provided in the hotel, but they evaluate the general quality of service based on the patterned service system underlying in the flow of services.
In addition, hospitable service quality and procedural service quality were in a positive relation with repurchase intention and recommendation intention.
This study also examined the relations among employee service quality, human service satisfaction, general satisfaction, repurchase intention and recommendation intention. In this process as well, close relations were observed between human service quality and human service satisfaction and between general customer satisfaction and repurchase intention/recommendation intention. Accordingly, human service quality is a factor explaining customer satisfaction, and customer satisfaction is the most important factor in explaining customers' repurchase intention. In addition, a direction relation was observed between customer satisfaction and repurchase intention. As customer satisfaction affects repurchase intention and recommendation intention, it is necessary to create environment for customers to repurchase by providing tangible and intangible services and building customer DB. By doing so, a barrier is built against customers' switching so that customers who visited the hotel once may not go to other hotels.
Thus, hotel businesses should exert systematic and strategic efforts to enhance human service quality, to develop differentiated human service, to change the existing image of the hotel to customers, and to satisfy customers who visit the hotel with such expectations through managing the whole process of services. To enhance employee service quality and customer satisfaction, we make suggestions as follows.
The customer relation department should be launched to develop employee services and manage them systematically and the department should supervise and control customer satisfaction programs. Customers should be managed actively by improving encounter employees' authority over expenditures and situation coping abilities.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 2
• 제3절 연구의 방법과 범위 = 3
• 제2장 호텔종사원의 서비스와 고객만족에 관한 이론적 고찰 = 5
• 제1절 호텔의 인적서비스의 의의 및 특성 = 5
• 1. 인적서비스의 의의 및 특성 = 5
• 2. 호텔의 인적서비스의 품질에 관한 선행연구 = 8
• (1) 절차적 서비스와 환대적 서비스 = 8
• (2) 호텔종업원의 태도와 인적서비스의 품질의 관계 = 11
• (3) 호텔종업원의 직무만족이 서비스 제공수준에 미치는 영향 = 12
• (4) 호텔의 인적서비스품질이 고객만족에 미치는 영향 = 14
• 제2절 호텔종사원의 역할 = 15
• 제3절 인적서비스의 중요성 = 16
• 제4절 서비스품질의 개념과 측정 = 17
• 제5절 고객만족 = 20
• 1. 고객만족 = 20
• 2. 고객만족의 결정요인 = 24
• 3. 호텔서비스품질과 고객 만족간의 관계 = 27
• 제6절 재구매의도 이론 = 30
• 제7절 만족과 재구매의도와의 영향관계 = 31
• 제3장 조사설계 = 34
• 제1절 조사의 목적 = 34
• 제2절 연구모형 및 가설의 설정 = 35
• 1. 연구설계 및 모형 = 35
• 2. 연구가설 = 37
• 제3절 표본의 설정 및 자료 수집 = 38
• 1. 조사설계 = 38
• 1) 표본설계 = 38
• 2) 자료수집 = 38
• 2. 설문지의 구성 = 39
• 제4장 실증분석 = 41
• 제1절 표본특성 및 기술분석 = 41
• 1. 표본의 특성 = 41
• 2. 호텔 인적서비스품질의 항목에 대한 요인분석 및 신뢰도검증 = 42
• 3. 인구통계적특성과 인적서비스품질의 서비스요인 간의 관계검증 = 45
• 제2절 가설의 검증 = 50
• 1. 호텔인적서비스요인과 호텔종사원만족도와의 회귀분석 = 50
• 2. 호텔인적서비스요인과 전체적인 호텔만족도와의 회귀분석 = 51
• 3. 호텔인적서비스요인과 재구매의도와의 회귀분석 = 52
• 4. 호텔인적서비스요인과 추천의도와의 회귀분석 = 52
• 5. 호텔종사원만족도와 호텔만족도와의 회귀분석 = 53
• 6. 호텔만족도와 재구매의도의 회귀분석 = 53
• 7. 호텔만족도와 추천의도의 회귀분석 = 54
• 제5장 결론 = 55
• 제1절 연구결과의 요약 및 시사점 = 55
• 제2절. 연구의 한계점 및 미래의 연구방향 = 61
• 참고문헌 = 62
• ABSTRACT = 66
• 【 설문지】 배재대학교 관광경영대학원 호텔경영학과 = 72