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Vital Predictors of Hotel Guests’ Decision to Engage in Word-of-Mouth Behavior
Han Hee-Sup(한희섭),Kim In-Sin(김인신),Hyun Sung-Hyup(현성협) 대한관광경영학회 2012 觀光硏究 Vol.27 No.4
Little research has examined the role of service encounter as a primary factor/single independent variable in explaining Word-of-Mouth (WOM) formation in the hotel industry. In addition, previous research has not specifically identified whether high/low level of perceived switching barriers, satisfaction, trust, and commitment maximizes/minimizes the effect of the quality of service encounter on WOM. In the present study, these gaps were successfully explored by empirically testing the proposed theoretical framework. Findings from the structural model indicated that our proposed conceptual framework satisfactorily fit the data; the prominent role of service encounter in the formation of WOM was identified; and the mediating effects of positive and negative switching barriers, satisfaction, trust, and commitment on the likelihood of generating favorable WOM were empirically verified. Overall, the complicated interrelationships among the study constructs have been fully identified. Findings of the present study, evoked from a survey at mid-scale hotels, imply that to achieve recommendation/favorable WOM, hotel marketers need to pay special attention to the enhancement of the quality of service encounter, the active generation of switching barriers, and the increase of satisfaction, trust, and commitment. 호텔 산업에서 고객들의 구전효과 형성을 설명하는 핵심 선행변수로써, ‘서비스 인카운터’의 역할에 대한 연구는 매우 빈약한 실정이다. 또한, 호텔 고객들이 느끼는 심리적 전환장벽, 고객만족도, 신뢰, 그리고 충성도가 구전효과에 미치는 영향력은 아직 검증되지 않았다. 이러한 선행연구들의 한계점들을 보완하고자, 본 연구는 충실한 이론적 배경을 바탕으로 9개의 연구가설들을 도출하였으며, 이를 바탕으로 구조모델이 탄생하였다. 도출된 연구가설과 구조모델은 212명의 호텔고객들로부터 수거된 경험적 데이터를 활용해 검증하였다. 확인적 요인분석 결과에 의하면, 본 연구에서 제시된 연구 개념들은 모두 일차원적 개념(uni-dimensional construct)임이 입증되었으며, 모델 적합도도 수용할만한 것으로 나타났다. 구조방정식 모델분석 결과에 의하면, ‘서비스 인카운터’가 호텔고객들의 구전효과 형성에 결정적인 역할을 하며, 이 과정에서 긍정적/부정적 전환장벽은 매개변수의 역할을 하는 것으로 나타났다. 분석결과를 종합하였을 때, 고객들의 긍정적인 추천과 구전효과를 이끌어내기 위해서는 호텔 마케터들이 ‘서비스인카운터’를 제고하려는 노력을 기울여야 하며, 고객들의 심리적 전환장벽을 적절히 활용하고, 고객만족과 신뢰를 형성하는 것이 중요하다는 것을 시사한다. 이를 바탕으로 구체적인 실무적/이론적 시사점들이 심도있게 논의되었다.
스크린 골프장을 이용하는 고객의 충성도에 영향을 끼치는 핵심 요인에 관한 연구
한희섭(Hee Sup Han),현성협(Sung Hyup Hyun),황진수(Jin Soo Hwang) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.5
While the screen-golf industry has been rapidly growing for the last decade, empirical research about this lucrative industry is rare. The present study attempted to explain golfers` loyalty formation for a screen-golf cafe. In particular, this research proceeded to investigate the role of the image of screen-golf cafe, its overall performances, and golfer satisfaction in determining loyalty, and to assess the mediating impact of trust in the screen-golf cafe and commitment in the proposed conceptual framework. A field survey was conducted to collect the data at screen golf cafes located in the metropolitan city, South Korea. The gathered data (185 cases) was analyzed using a Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Findings from the SEM revealed that the proposed theoretical framework involves a satisfactory fit of the model. In addition, our findings generally supported the hypothesized associations among study variables. In particular, according to our results, image of the screen-golf cafe and overall product performances significantly affected golfer satisfaction; golfer satisfaction acted as a significant antecedent of trust in the screen-golf cafe and commitment; trust and commitment were positive functions of satisfaction; and both trust and commitment significantly mediated the association between satisfaction and loyalty to the screen-golf cafes. Overall, the findings of this study help practitioners in the screen-golf industry develop efficient marketing as well as service strategies for loyalty enhancement.
국제 항공여행객들의 공항쇼핑 의도 형성 예측에 대한연구
한희섭(Hee Sup Han),현성협(Sung Hyup Hyun),황진수(Jin Soo Hwang) 한국호텔외식관광경영학회 2014 호텔경영학연구 Vol.23 No.1
Despite its importance, relatively little is known about international tourists` decision-making process for their shopping at an airport abroad. Filling such research gap, the present study attempted to examine overseas tourists` intention formation for airport shopping when traveling abroad by employing and expanding the theory of planned behavior. Particularly, we aimed 1) to assess the intricate associations among attitude toward the behavior, subjective norm, perceived behavioral control, desire for airport shopping, and frequency of past behavior in generating intention for airport shopping by modifying the TPB model, 2) to test the relative importance among study constructs in determining airport-shopping intention, and 3) to identify the superiority of the proposed theoretical framework in predicting intention compared to the original TPB. Desire for airport shopping, image of it, and frequency of past behavior were newly incorporated into the original theory of planned behavior. Data collected from the international travelers using a particular airport in South Korea was utilized for analysis. Findings from the assessment of the measurement model verified the adequate level of composite reliability and construct validity. Results from the structural model revealed that the proposed extended theoretical framework was superior to the original socio-psychological theory in terms of prediction power; and integrated variables had a significant role in intention formation. In addition, the vital impact of desire (relative importance) as a direct driver of intention was found. Further, desire was identified to be a significant mediator in the relationship between attitude and intention for airport shopping. Findings of this study will help airport operators and marketers improve/invent tactics to increasing international tourists` airport shopping behaviors and to spend more.
풀 서비스 레스토랑 산업에서 고객 세분화 방법을 이용한 고객 지향적 직원 서비스에 관한 연구
한희섭(Hee Sup Han),황성훈(Sung Hoon Hwang),황진수(Jin Soo Hwang) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.6
The concept of customer orientation of service employee (COSE) has received much attention from both academic and industrial fields due to the effects of employee services on successful relationship marketing. Therefore, the aims of this study are to (1) identify what kinds of COSE there are in the full-service restaurant industry, (2) find whether or not patrons can be grouped into distinct subsegments based on COSE, and (3) investigate whether or not there are statistical differences among the subsegments based on demographic characteristics. The results of confirmatory factor analysis indicated that there were four factors of COSE (e.g. technical skills, social skills, motivation, and decision-making authority). Second, we classified respondents into four segments based on the four dimensions of COSE through K-means cluster analysis (Cluster 1 = restaurant patrons who highly place importance on technical skills and decision-making authority, Cluster 2 = patrons who lowly place importance on all the factors, Cluster 3 = restaurant patrons who highly place importance on social skills and motivation, Cluster 4 = restaurant patrons who highly place importance on technical skills but very lowly place importance on social skills). Finally, Pearson`s chi-squared test showed that there were statistical differences in gender and age among four segments. In the latter part of the study, we suggested managerial implications.
호텔레스토랑 이용고객의 특성에 따른 물리적 환경, 이미지, 만족도, 재방문 및 다른 레스토랑 방문의도에 대한 차이분석
권희정(Hee Jeong Kwon),강미선(Mi Sun Gang),한희섭(Hee Sup Han) 한국관광연구학회 2014 관광연구저널 Vol.28 No.12
The objectives of this research were 1) to examine the impact of physical environments in a luxury hotel restaurant on image, satisfaction, and behavioral intentions and 2) to identify the differences on luxury hotel-restaurant customers’ assessment of physical environments, image, satisfaction, and behavioral intentions across their personal characteristics. A total of 218 responses gathered through a Web-based survey were utilized for data analysis. Survey participants filled out the survey based on their latest experiences in the restaurant that they indicated in the questionnaire. Findings revealed that constructs generally differed significantly across incomes, visit frequency for the particular hotel restaurant that they indicated, and frequency of hotel-restaurant visitation across demographic factors. In addition, physical-environment components were in general significantly associated with key study variables. Despite of its criticality, relatively little research examined the demographic differences on assessment of physical surroundings, image formation, satisfaction, and intentions in a luxury hotel-restaurant context. Findings of this research will help luxury hotel-restaurant operators invent useful marketing and retentionstrategies. Limitation and suggestions for future research are discussed.