호텔레스토랑의 비대면 키오스크 서비스 품질이 지각된 가치와이미지에 미치는 영향: 확장된 기술수용모델을 중심으로

라채일 경성대학교 산업개발연구소 2023 산업혁신연구 Vol.39 No.3

비대면 서비스 시대를 맞이해 키오스크에 대한 중요성이 날로 중요해지고 있지만, 키오스크의 성격을 결정짓는 서비스 품질 연구와 이를 경험하는 소비자들의 태도 및 가치 판단에 관한 연구는 아직 미흡한 실정이다. 따라서 본 연구의 목적은 호텔의 비대면서비스 속성이 경제적 가치와 호텔이미지에 어떠한 영향을 미치는지를 검증하고자 한다. 본 연구에서는 선행연구를 토대로 호텔비대면서비스에 대한 속성들과 경제적 가치, 그리고 호텔이미지 간의 구조적 인과관계에 대한 근거를 정립하였다. 다음으로 SPSS 24.0 통계프로그램을 사용하여 설문 응답자의 빈도분석을 실시하였으며, 대상자의 인구통계학적 특성과 일반적인 특성을 조사하였다. 마지막으로, AMOS 23.0을 활용하여 측정한 요인들에 대한 신뢰성 검증과 확인적 요인분석을 시행하였으며, 연구모형에 대한 가설검증을 위해 구조방정식 모형분석을 실시하였다. 연구결과는 다음과 같다. 첫째, 세 가지 속성 중 용의성과 정보성은 경제적 가치에 매우 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 호텔비대면서비스의 세 가지 속성인 용의성, 정보성, 그리고 효율성 모두가 호텔이미지에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 다음으로 경제적 가치는 호텔이미지에 매우 유의한 정(+)의 영향을 미치는 것으로 조사되었다. 이러한 연구결과들을 토대로 본 연구에서는 호텔비대면서비스를 통해 소비자가 인지하는 다양한 속성들이 경제적 가치, 그리고 호텔이미지에 어떠한 영향을 미치는지 검증함으로써, 코로나 19이후 비대면 서비스가 활성화되고 일반화되고 있는 시점에서 의미 있는 시사점을 제안하였다. The importance of kiosks is becoming more important in the era of non-face-to-face services, but research on service quality that determines the characteristics of kiosks and the attitudes and value judgments of consumers who experience them are still insufficient. Therefore, the purpose of this study is to verify how the hotel's non-face-to-face service attributes affect economic value and hotel image based on the TAM model. In this study, a frequency analysis of survey respondents was conducted using the SPSS 24.0 statistical program, and the demographic and general characteristics of the subjects were investigated. Next, reliability verification and confirmatory factor analysis were conducted using AMOS 23.0 program, and structural equation model analysis was conducted to verify the hypothesis of the research model. The research results are as follows. First, among the three attributes, usability and informativeness were found to have a very significant positive (+) effect on economic value. Second, the three attributes of hotel non-face-to-face services have a significant positive (+) effect on the hotel image. Next, economic value was found to have a very significant positive (+) effect on hotel image. Based on these research results, this study can provide meaningful results related to non-face-to-face services in hotel after COVID-19.

호텔산업 디지털 서비스에 대한 소비자 인식 고찰 연구: 국내 5성급 호텔을 중심으로

봉미희 사단법인 한국비즈니스이벤트컨벤션학회 2023 이벤트 컨벤션 연구 Vol.19 No.4

Purpose –The purpose of this study is to present implications for the digital transformation of the hotel industry in the future by identifying consumers' perceptions of digital services recently applied to the hotel industry. Design, data, and methodology –The online and offline survey was conducted in June 2023. Frequency analysis was conducted to determine the general characteristics of the subjects. Six quality attribute classification analysis presented in the KANO model was conducted using the SPSS statistical package program, and TIMKO's customer satisfaction coefficient analysis was conducted using the Excel program. Result – According to the KANO model analysis, a total of 23 hotel digital service quality attributes were classified into 4 attractive quality (A), 9 indifference quality (I), and 11 reverse quality (R). Unitary quality, natural quality, and skeptical quality were not derived as a result of classification. And, the top five results were presented by analyzing the Better and Worse indexes. Conclusions – Hotel digital service attributes can check the demand response that appears to customers, which can be useful in the process of operating a hotel in the future.

호텔산업의 비대면서비스기술에 대한 인적서비스 필요성 인식 고찰에 관한 연구: 국내 5성급 호텔을 중심으로

봉미희 한국이벤트컨벤션학회 2022 이벤트 컨벤션 연구 Vol.18 No.3

Purpose – This study attempted to structurally examine the relationship between perceived benefits and perceived risks on the necessity of human service and the intention to use non-face-to-face service technology of hotel companies. Design, data, and methodology –201 copies of samples were extracted by online and offline survey methods. It were performed that frequency analysis using the SPSS program, confirmatory factor analysis and structural equation analysis using AMOS analysis tools. Result – As a result of the analysis, first, it was found that perceived benefits had a negative(-) effect on the necessity of human service. Second, it was found that the perceived risk had a positive(+) effect on the necessity of human service. Third, it was found that the perceived risk had a positive(+) effect on the intention to use hotels using non-face-to-face service technology. Fourth, it was found that the necessity of human service had a negative(-) effect on the intention to use hotels using non-face-to-face service technology. Conclusions – From the results of this study, it was found that the existing perception that human services must be the main focus in five-star hotels has changed due to the prolonged COVID-19 pandemic.

포스트 코로나 시대 호텔 비대면 서비스디자인 전략 제안- 카노모델과 서비스 블루프린트를 중심으로 -

오유리,구 유 리,강채민,김미경,조재희 사단법인 한국브랜드디자인학회 2023 브랜드디자인학연구 Vol.21 No.1

The purpose of this study is to propose effective services for each itinerary by analyzing the non-face-to-face services of the current hotel industry among the non-face-to-face services applied to the overall tourism industry after COVID-19. hrough prior research, five experience elements, including convenience, functionality, usability, security, and playfulness, were selected. Through pilot research and customer journey map analysis, 34 hotel non-face-to-face service quality attributes were derived, and the Kano model and Timko customer It was analyzed using the satisfaction coefficient. As a result of the analysis, 'functionality' was the most effective factor among experience factors, and specifically, quality attributes such as use of auxiliary facilities, provision of waiting status information, and carrying luggage by robot during check-in and check-out were included. There was a significant difference according to the age and gender of customers. Those in their 20s were positive about active services that grasp information such as facility congestion and usage status, while those in their 50s were not good at non-face-to-face services, so they were more satisfied with passive services. In addition, it was confirmed that women had twice as many items with a higher effect index than men. Therefore, the more the function-oriented non-face-to-face service was provided according to the age and gender of the customer, the more effective it was, and the service improvement and maintenance items were identified at a glance through the service blueprint.

중저가 호텔의 비대면 서비스품질이 고객만족에 미치는 영향

조미현(Mi-Hyun Cho),임종훈(Jong-Hun Im),윤세목(Se-Mok Yoon) 한국해양관광학회 2023 해양관광학연구 Vol.16 No.2

In the hotel industry, non-face-to-face services have developed due to COVID-19, drawing attention day by day, and it has become very important to manage the quality of non-face-to-face services for non-face-to-face service users. In addition, the introduction of such non-face-to-face services is sudden due to COVID-19, which can come as a rejection for some customers with innovation resistance. Therefore, this study aims to verify the effect of hotel non-face-to-face services on customer satisfaction and verify the moderating effect of innovation resistance. The survey sample was set only for customers who used mid- to low-grade hotels, and 300 questionnaires distributed from April 1 to April 30, 2022 were used for empirical analysis. As a result of synthesizing all studies, this study found that first, non-face-to-face services have a positive effect on customer satisfaction, and second, innovation resistance has a moderating effect Based on these findings, this study proposed various measures to improve the quality of hotel non-face-to-face services and tried to provide practical implications for establishing strategies to reduce resistance to innovation among customers using non-face-to-face services

COVID-19로 인한 호텔산업 신규 비대면 서비스에 대한 고객 수요반응 연구

김현석(Kim, Hyun-Seok),이상훈(Lee, Sang-Hoon),이충훈(Lee, Chung-Hoon) 한국호텔외식관광경영학회 2021 호텔경영학연구 Vol.30 No.7

호텔AI, 개선점과 활용방안

김건혁,김희온,윤지애,박시은 한국서비스경영학회 2021 한국서비스경영학회 학술대회 Vol.2021 No.11

가치기반모델을 적용한 호텔 비대면 서비스의 지속적인 이용의도에 관한 연구: 국내 5성급 호텔을 중심으로

봉미희(Mi-Hee Bong),신철호(Chul-Ho Shin) 한국관광연구학회 2021 관광연구저널 Vol.35 No.11

서비스 편의성이 지각된 가치 및 지속사용의도에 미치는 영향 -호텔 비대면 기술기반 셀프서비스를 중심으로-

양다형,박진용 한국유통물류정책학회 2023 유통물류연구 Vol.10 No.3

The primary objective of this research is to elucidate the relationships between technology-driven self-service convenience in hotels and users’ perceived value as well as their intention to sustain its use. We have subsumed convenience factors, previously explored in the literature, such as decision-making, access, transaction, benefits, and post-benefit, as underlying variables. Additionally, we have categorized perceived value into emotional and functional components. To achieve this, a survey was conducted among 533 guests aged 20 and above who have had recent experiences with contactless services in hotels located in the Seoul and Gyeonggi regions over the past year. The analysis yielded several noteworthy findings: First and foremost, it was observed that all sub-variables of technology-based self-service convenience in hotels exerted significant influences on both emotional and functional values. Secondly, the perceived values of hotel patrons, encompassing emotional and functional aspects, emerged as significant determinants of their intention to continue utilizing these services. Thirdly, within the realm of technology-based self-service elements offered by hotels, the convenience associated with decision-making, benefits, and post-benefit experiences exhibited notable direct impacts on the intention to maintain usage. Lastly, in the context of the relationship between technology-driven self-service in hotels and the intention to continue usage, emotional value demonstrated a significant mediating effect, acting as a conduit between convenience factors like decision-making, access, benefits, post-benefit experiences, and the intention to continue using these services. Moreover, functional value similarly exhibited a substantial mediating effect in the relationship between all sub-variables of technology-based self-service convenience and the intention to persist in their utilization. This study underscores the imperative for the hotel industry to consider not only enhancing functional value for cost reduction and operational efficiency but also embracing a differentiated approach by enhancing emotional value through distinctive design and system implementations that foster heightened emotional care for customers.