중저가 호텔 물리적 환경이 서비스품질 및 고객만족에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

Recently, the rate of low-priced hotel usage has been increasing due to development in tourism industry and rise in tourist population. A study was performed to find out whether to provide implications for service quality and customer satisfaction of the low-priced hotels at this point.
Previous studies regarding the physical environment and the quality of service at a low-priced hotel were mainly on the satisfaction of customers and related relationship of behavior.
However, this study extracts variables of service quality and a physical environment in order to look into more specifically than previous ones and puts more on relationship between each factor.
Theoretical background has been established through leading researchers, surveys based on the variables were made, and the frequency analysis was carried out in order to assess characteristics in population statistics of low-priced hotel users and general characteristics of usage in low-priced hotels by using data obtained from convenient sampling method aimed at citizens residing in Seoul and Gyeonggi province and visited low-priced hotels within 1 year of experience.
Prior to the study hypothesis Confirmatory Factor Analysis: CFA in regards to each factor was conducted to confirm single dimension regarding the concept of the study consisted of various factors. It was examined through model fit and estimates of study concepts, set with the results and the verification of hypotheses were conducted after determining the model fit.
The variables of the proposed research model have either been accepted or dismissed after undergoing a hypothesis testing and validity check, and then their relation has been identified, with conclusion and implication based on the results of identification.
The specifically proposed results of the research are as below:
First, the influence of comfort of physical environment on the clients’ awareness of quality of service has shown that the various effects that improve the ambience, such as the interior design, make clients feel that there is better quality of service. Thus low-priced hotel should not only focus on investing on facilities, but also make an effort to provide a comfortable and favorable ambience.
Second, the convenience of physical environment has shown to have negative relations with all aspects of the quality of service, as a result it can be seen that convenience has a negative influence over the customer’s awareness of quality of service.
Third, the cleanliness of physical environment has negative relation with the awareness of quality of service as the customers have low expectation levels regarding cleanliness in the first place. Thus, factors such as high cleanliness have little influence over the customer’s awareness of quality of service.
Fourth, the spaciousness of physical environment has shown that factors such as the convenience due to arrangement of facilities, luxury of space, convenience in travel, have influence over the customer’s awareness of the quality of service. Thus, it can be seen that hotels should have recognizable direction boards and provide convenient and easy space for movement.
Fifth, the aesthetic quality of physical environment has a negative relationship with quality of service. Thus, despite the importance of a hotel’s appearance and interior design, there is a need to provide quality service.
Sixth, the relationship between the quality of service in low-priced hotels and customer satisfaction level has shown that the corporeality, credibility, and reactivity of service quality have no influence over customer satisfaction. However, conviction and sympathy have positive influence over customer satisfaction. Thus, it can be seen that the professionalism of employees has negative influence over satisfaction levels, whereas the communion between employees and customers have a positive influence.
In conclusion, it can be seen that physical influence plays an important role in enhancing customer satisfaction levels through improvement of quality of service. Thus, using such implications, hotel managers should not only focus on the appearance and facilities of a hotel, but should also focus on details such as cleanliness, parking facilities, valet parking, direction boards, and convenient usage of amenities.
Satisfaction by customers only comes by when high quality service, obtained by consistent management and education, is provided for the customers. The satisfaction obtained in this manner can lead to loyal customers. With this as basis, Korea would be able to break away from the current five-star hotel-centric environment; this would give a greater of range of price options for tourist, reduce the cost of tourism, and expand tourism infrastructure. Through such methods, the development of low-priced hotels should be promoted.
As for the limitation of this research, the regional limitation of samples, the difficulty in survey due to lack of awareness of low-priced hotels, and lastly, the lack of related studies regarding the variety of factors relative to the cause-and-effect relationship of physical environment and quality of service, were shown. Thus there should be future research after supplementing these.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 문제의 제기 및 연구 목적 1
• 제2절 연구의 구성 및 연구 방법 5
• 제2장 이론적 배경 7
• 제1절 중저가 호텔 7
• 1. 중저가 호텔의 개념과 버짓호텔의 개념 7
• 2. 중저가 호텔의 특성 11
• 3. 중저가 호텔의 운영형태 12
• 4. 중저가 호텔의 현황 14
• 5. 중저가 호텔의 환경적 요소 및 문제점 16
• 6. 중저가 호텔의 개선 방안 17
• 제2절 물리적 환경 20
• 1. 물리적 환경의 개념 20
• 2. 물리적 환경의 구성요소 21
• 3. 물리적 환경의 역활 26
• 제3절 서비스 품질 29
• 1. 서비스 품질의 개념 29
• 2. 서비스 품질의 구성 및 영향요소 36
• 3. 서비스 품질 측정 - SERVQUAL 42
• 4. 서비스 품질 평가의 영향요인 44
• 제4절 고객만족 47
• 1. 고객만족의 개념 47
• 2. 고객만족 이론 50
• 3. 고객만족도의 측정 52
• 제3장 연구방법 54
• 제1절 표본의 설계 54
• 제2절 설문지 구성 54
• 제3절 변수의 정의 56
• 제4절 연구모형 57
• 제5절 연구가설 58
• 제6절 분석방법 59
• 제4장 실증분석 60
• 제1절 표본의 일반적 특성 60
• 제2절 단일차원성 확인적 요인분석 63
• 제3절 모형의 적합도 평가와 연구가설의 검증 76
• 제5장 결론 85
• 제1절 연구의 요약 및 시사점 85
• 제2절 연구의 한계점 및 향후 연구과제 89
• 참고문헌 91
• ABSTRACT 101
• 설문지 105