호텔서비스 質에 대한 顧客의 不平行動에 관한 硏究 = (A) Study on the complaint behavior of customers toward hotel service quality

다국어 초록 (Multilingual Abstract)

Income increase according to the economic development and improvement of life level made wants level of people higher and as a result of it, it becomes the age of quality than quantity, so to speak the age to emphasize the quality of life. This trend is not an exception in the hotel industry which holds core place in the service industry. Specially, the deepening of competition in the hotel industry made the motive to evoke the quality management which emphasize the quality side in the hotel service.
Therefore, the necessity to manage customers in a systematic way instead of subjective quality control by employee's experience and intuition became higher. Especially, in the service the fact that the customer's loyalty extent is decided by how the dissatisfaction than satisfaction is dissolved, the complaint which customers feel is controlled and dissolved and repurchase intention becomes higher means the treatment of complaint behavior of dissatisfied customers became key factor in the customer management.
However, the study on the complaint behavior type of dissatisfied customers toward hotel service quality is not sufficient enough to develop the attribution of hotel service quality and evaluation factor which is adaptable to reality and examine the relations between the influencing factors and complaint behavior type.
It is general opinion that the hotel service quality is composed of multiattribution construct and this study found out that the attributions which compose the hotel service quality as technical and functional attribution through Gro¨nroos and Kelly's study and also found out structural and image attribution through Martin's study. Namely, this study developed 4 attributions of service quality and 29 evaluation factors and for the objective validity, research questionnaires have been made/distributed to the 50 specialists in this industry. Also to verify the research question and the variables which is included in the complaint behavior type of customers toward service quality this study set up below hypotheses.
Hypothesis 1: The influence extent to the evaluation of customers on the hotel service quality different by the attribution of hotel service quality.
Hypothesis, 2: There is relation between the attribution of use service quality and complaint behavior types.
Hypothesis, 3: There is relation between the extent of hotel use of customers and complaint behavior types.
Hypothesis, 4: There is relation between the demographic characteristics and complaint behavior types.
Hypothesis 5: There is relation between the dissatisfaction extent of customers on the hotel service quality and complaint behavior types.
In order to verify proposed hypotheses, this study distributed/collected 268 questionnaires targeted to the customers using five first class hotels in Pusan area and used regression analysis and chisquare by use of SAS statistical package system and received result as below.
Hypothesis 1: The influence to the evaluation on the service quality by the 4 types of attribution which compose the hotel service quality is different respectively and specially the influence of directly related attributions such as technical and functional attribution are higher.
Hypothesis 2: There is significant relation between the attribution of hotel service quality and complaint behavior types and specially, customers show strong complaint behavior when they were dissatisfied by the directly related attributions such as technical and functional attribution than indirect attributions such as structural and image attribution.
Hypothesis 3: Low users than high users, satisfied customers before than dissatisfied customers, customers who expected satisfaction than customers who did not expect satisfaction and routin object customers than non routin object customers show strong complaint behavior.
Hypothesis 4: Woman than man, young age group than middle and old age group, single customers than married customers, high educational background customers than low educational background customers show strong complaint behavior.
Hypothesis S: Dissatisfied customers by the hotel service quality tend to show strong complaint behavior.
As a result of the reserch, this study implicates below points.
First, this study proposes newly developed evaluation factors to measure service quality therefore, hotel managers can find out when do the customer feel dissatisfaction on service quality and what type of complaint behavior is shown.
Second, customers perception, evaluation, satisfaction, dissatisfaction, complaint behavior type when they were not dissatisfied and the presentation of the alternative proposal on the problem what this study shown will be used as major information in the customer satisfaction management and discrimination strategy of hotel industry.
Third, as revealed through the hypotheses verification, customers feel dissatisfaction on the service quality and they tend to show strong complaint behavior than weak.
Finally, this study reached to a conclusion that the complaint behavior of customers will be deepen in the intensity therefore, hotel management should make more efforts to improve service quality.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 목적 = 1
• 2. 연구방법 및 범위 = 4
• 3. 논문의 구성 = 5
• Ⅱ. 호텔서비스 질 관련 선행연구의 고찰 = 7
• 1. 서비스 질 개관 = 7
• 가. 서비스 질 접근방법 = 7
• 나. 서비스 질의 정의 = 8
• 다. 서비스 질 평가관련 심리적 영향인자 = 11
• 라. 서비스 질 평가모형 = 18
• 2. 호텔서비스 질 속성에 관한 제 견해 = 24
• 가. 호텔서비스 질 정의 = 24
• 나. 호텔서비스 질 구성요인 = 25
• 3. 호텔서비스 질 속성 및 평가요인의 개발 = 34
• 가. 본 연구에서의 호텔서비스 질 속성 = 34
• 나. 호텔서비스 질 속성개념의 전개 = 37
• 다. 호텔서비스 질 평가요인의 개발 = 39
• Ⅲ. 호텔서비스 질과 불평행동 = 48
• 1. 서비스 질과 불만족 = 48
• 2. 서비스 질과 불평행동 = 53
• 가. 다차원적 서비스 질에 대한 불평행동 = 54
• 나. 과정지향적 불평행동 = 57
• 3. 호텔서비스 질 평가모형 = 61
• Ⅳ. 연구모형의 셜정 = 65
• 1. 본 연구의 모형 = 65
• 2. 가설의 설정 = 69
• 3. 변수의 조작적 정의 = 70
• 4. 조사설계 = 72
• 가. 설문지의 구성 = 72
• 나. 표본설계 = 73
• 다. 자료수집 = 73
• 라. 자료의 분석방법 = 75
• Ⅴ. 실증조사의 분석결과 = 76
• 1. 표본의 특성 = 76
• 2. 신뢰성 및 타당성 검정 = 78
• 가. 요인분석 = 78
• 나. 신뢰성 검정 = 80
• 다. 타당성 검정 = 82
• 3. 가설의 검정 = 83
• 가. 서비스 질 속성별 서비스 질 평가 영향력 정도 검정 = 90
• 나. 호텔서비스 질 속성별 불평행동 유형간 관련성 검정 = 92
• 다. 호텔 이용경험 정도별 불평행동 유형간 관련성 검정 = 94
• 라. 인구통계적 특성별 불평행동 유형간 관련성 검정 = 98
• 마. 불만족 수준별 불평행동 유형간 관련성 검정 = 101
• 4. 분석결과의 종합 및 마케팅 시사점 = 102
• 가. 분석결과의 종합 = 102
• 나. 마케팅 시사점 = 104
• Ⅵ. 결론 = 106
• 1. 연구의 요약 및 결론 = 106
• 2. 연구의 기대효과 및 한계점 = 109
• 참고문헌 = 113
• SUMMARY = 120
• 부록 = 124