호텔 고객의 참여에 따라 기능적 서비스가 고객 만족에 미치는 영향에 관한 연구 = (A) Study of Effects of Functional Service on Customer Satisfaction by Hotel Customer's Participation

다국어 초록 (Multilingual Abstract)

Service marketing refers to the marketing of activities rather than objects. One of the consequences of the recent interest in service marketing is the increased recognition of the importance of the person-to-person encounters between customers and employees. Recognition of the importance of these encounters is especially relevant in those situation where the service component of the total offering is a major element of that offering.
Also many scholars have said functional service rather than technical service effects customer satisfaction in the service encounters.
However, in service literature, earlier studies focused on service employees and customer participation issue have been little empirically investigated in the context of service encounter. Inseparability, one of unique service attributes, concerns the participation of customers in the production and delivery process of service.
Based on the above studies the purpose of this study is to find the components of functional service, consider the customer participation variables, and test empirically reconfirm earlier respectives and the effects of functional service on customer satisfaction with customer participation in the service encounter focused on the hotel industry.
Survey data were collected from 405 respondents by a simple random sampling method. A final 339 usable questionnaires were used for empirical analysis after the data purification process. The data analysis was carried out using a reliability test, factor analysis, and regression analysis.
The findings of this study are as follows ;
First, the results support the suggested positive relationship between functional service and customer satisfaction. In other words, functional service positively impacts customer satisfaction. Among the three factors of functional service : employees' courtesy and responsiveness, reliability and assurance, and customer-orientation.
Second, customer participation is positively associated with customer satisfaction when functional service affects customer satisfaction. Three factors were included in customers' voluntary participation, use of pre-knowledge, and role performance. But partially, among the three factors, voluntary participation and use of pre-knowledge have little affect and only role performance positively affects customer satisfaction in service encounters when functional service affects customer satisfaction. It explains that customer participation is not always related to customer satisfaction.
This study has some limits.
First, it focuses only on the face-to-face service encounters in a hotel situation and ignores the other situational and emotional aspects of customers and employees.
Second, it is hard ton generalize the variables of questionnaires for customer participation and functional service.
Third, it is limited to customer staying five star hotels in Jeju island and excludes employees.
In spites of these limits, this study gives some meaningful implications to marketers and managers. This study suggests that marketers should enhance satisfaction by managing the face-to-face service encounters effectively. And managers can plan for customers to participate in the service delivery process and increase the productivity and efficiency of service delivery. Furthermore, it can be said that customer relationship marketing starts from managing the service encounters, and managers can develop employee education and training programs and concentrate on them for customer satisfaction.

목차 (Table of Contents)

• 목차
• 제 1 장 서론 = 1
• 제 1 절 문제의 제기 = 1
• 제 2 절 연구의 목적 = 3
• 제 3 절 연구의 방법 및 범위 = 4
• 제 2 장 이론적 고찰 = 6
• 제 1 절 서비스 접점과 고객참여 = 6
• 1. 서비스 접점의 의의와 특성 = 6
• 2. 서비스 접점에서의 고객 참여 = 17
• 제 2 절 서비스 질과 고객만족 = 20
• 1. 서비스 질의 개념과 분류 = 20
• 2. 호텔 서비스 질의 특성과 분류 = 30
• 3. 고객만족 = 34
• 제 3 절 선행연구 동향 = 41
• 1. 서비스 접점에 관한 선행연구 = 41
• 2. 고객참여에 관한 선행연구 = 46
• 3. 서비스 질의 구성차원에 관한 선행연구 = 50
• 4. 호텔 서비스 질에 관한 선행연구 = 57
• 제 3 장 연구의 모형과 가설의 설정 = 60
• 제 1 절 연구모형의 설정 = 60
• 1. 변수의 선정 = 61
• 2. 연구모형의 설정 = 62
• 제 2 절 가설의 설정 = 63
• 1. 기능적 서비스와 고객만족과의 관계에 대한 가설 = 63
• 2. 서비스 접점에서 고객참여에 따른 기능적 서비스와
• 고객만족 간의 관계에 관한 가설 = 64
• 제 3 절 변수의 조작적 정의 = 66
• 1. 서비스 접점 = 66
• 2. 고객참여 = 66
• 3. 기능적 서비스 = 67
• 4. 고객만족 = 68
• 제 4 절 연구조사의 설계 = 68
• 1. 설문지의 구성과 측정 = 68
• 2. 표본의 선정과 자료의 수집 = 70
• 3. 자료분석 방법 = 70
• 제 4 장 실증분석 = 72
• 제 1 절 표본의 특성 = 72
• 1. 표본의 인구통계적 특성 = 72
• 2. 표본의 호텔 이용특성 = 74
• 제 2 절 변수의 신뢰성 및 타당성 분석 = 76
• 1. 신뢰성 검증 = 76
• 2. 타당성 검증 = 79
• 제 3 절 가설검증 및 논의 = 85
• 1. 가설검증 = 85
• 2. 분석결과의 논의 = 92
• 제 5 장 결론 = 95
• 참 고 문 헌 = 99
• 설 문 지 = 106