호텔 서비스스케이프와 브랜드 이미지, 고객가치, 고객만족의 영향관계 연구 = A Study on the Influence Relationship among Service Scape, Brand Image, Customer Value and Customer Satisfaction

국문 초록 (Abstract)

호텔산업에서 인적요소의 중요성이 대두되고 있지만, 서비스스케이프
대부분의 연구는 주로 물리적 환경을 중심으로 연구되어 왔으며, 사회적
서비스스케이프 개념이 도입된 연구 사례 중 서비스 요소를 포함하고 있
는 사례는 미흡한 실정이다. 이에 본 연구에서는 호텔의 서비스스케이프
에 대한 의미를 물리적 환경에만 국한하지 않고 사회적 영역으로 확대하
고 고객들의 지각하는 브랜드 이미지와 고객가치, 고객만족에 어떠한 영
향을 미치는지 파악하고자 하였다. 호텔 서비스스케이프를 물리적 스케
이프와 사회적 스케이프로 구성하여 브랜드 이미지와 고객가치, 고객만
족에 대하여 지각을 중심으로 구성 개념 간에 어떠한 영향과 효과를 창
출하는지를 분석하고 이를 통해 향후 호텔의 경쟁 우위 확보를 통하여
경쟁력을 극대화하는 데 필요로 한 전략적인 마케팅의 방향성과 실무적
인 시사점을 제공하였다.
본 연구의 분석결과를 요약하면 다음과 같다. 첫째, 서비스스케이프와
브랜드 이미지 간의 영향관계 검증 결과, 물리적 스케이프가 사회적 스
케이프보다 높은 설명력을 가지고 있는 것으로 나타났다. 둘째, 서비스스
케이프와 고객가치의 영향관계 검증 결과, 서비스스케이프와 브랜드 이
미지 간의 영향관계에 대한 회귀모형과 달리 사회적 스케이프가 물리적
스케이프보다 높은 설명력을 가지고 있음을 알 수 있다. 셋째, 브랜드 이
미지와 고객가치의 영향관계 검증 결과, 브랜드 이미지의 매력성이 고객
가치의 4개 요인 모두에 유의한 영향을 미치는 것으로 나타났으며, 브랜
드 이미지의 독특성과 가치성은 고객가치의 2개 요인에 유의한 영향을
미치는 것으로 나타났다. 넷째, 브랜드 이미지와 고객가치의 고객만족에
대한 영향 검증 결과, 고객만족에 대한 영향력의 크기를 살펴보면, 독특
성>상징성>매력성>가치성의 순이다. 다섯째, 고객만족에 대한 영향력은
경험적 가치>사회적 가치>감성적 가치의 순이다.
본 연구의 이론적 시사점으로는 첫째, 서비스스케이프를 물리적 환경
과 사회적 환경으로 유형화하였으며, 사회적 환경은 종업원과 고객의 관
계에 관한 요소뿐만 아니라 고객과 고객의 관계에 대한 요소들을 포함함
으로써 다층적 측면에서 서비스스케이프를 구성하였다는 데 의의가 있
다. 둘째, 서비스스케이프에 관한 연구에서 브랜드 이미지와 고객가치 간
의 인과관계를 포함하여 영향관계 모형을 설정하였다는 데 의의가 있다.
실무적 시사점으로는 첫째, 호텔기업의 마케팅전략에 따라 차별적으로
활용될 수 있는 요소들을 제시하였다. 특히, 서비스스케이프를 활용하여
브랜드 이미지를 강화하고자 한다면 물리적 스케이프를 강화해야 한다.
둘째, 호텔 서비스스케이프를 활용하여 고객가치를 강화하는 마케팅전략
이 필요하다면, 물리적 스케이프보다는 사회적 스케이프 요소들의 개선
이 필요하다. 셋째, 호텔기업의 브랜드 이미지의 독특성, 가치성, 매력성,
상징성 모두 중요한 요소이며, 고객가치의 기능적 가치와 경험적 가치,
감성적 가치, 사회적 가치 모두 중요하다. 호텔기업의 고객만족을 위해서
는 개별 기업의 특성을 반영하여 차별적으로 활용함으로써 호텔산업 내
에서 경쟁력을 확보할 수 있고 긍정적인 경영성과를 이루어 낼 수 있다.

다국어 초록 (Multilingual Abstract)

This study analyzes how the hotel service landscape is composed
of physical and social landscapes, and what influences and effects are
created between the concepts of brand image, customer value, and
customer satisfaction, centering on perception, and through this, it is
possible to secure a competitive advantage for hotels in the future.
The purpose is to provide the strategic marketing direction and
practical implications needed to maximize competitiveness through
The detailed objectives of this study are as follows.
First, the hotel's service landscape is composed of physical and
social landscapes, and each component is examined and the
importance of the concept of service landscape is suggested.
Second, it is intended to confirm that it can become an important
variable affecting brand image and customer value by adding factors
of similarity between customers as well as factors of hotel staff to
the social landscape.
Third, the relationship between the influence of the hotel's brand
image on customer value is identified.
Fourth, the relationship between the brand image perceived by hotel
customers and the influence of customer value on customer
satisfaction is identified.
In order to examine the purpose of this study, data from the Busan
and Jeju regions were collected for deluxe hotel guests and
empirically analyzed. The physical and social landscapes of
Servicescape are set as independent variables, and the results are
derived through empirical analysis of how these independent variables
affect the relationship between brand image, customer value, and
customer satisfaction.
Through this study, in order to achieve sustainable growth with
competitiveness and competitive advantage in the market in response
to various environmental changes in the hotel industry, it is
necessary to understand the factors of servicescape that are important
to customer decision-making and behavior, and to establish marketing
strategies for hotel companies. you will be able to use.

목차 (Table of Contents)

• Ⅰ. 서론················································································································· 1
• 1. 문제 제기 ······································································································· 1
• 2. 연구 목적 ······································································································· 2
• 3. 연구방법 및 연구범위 ················································································· 3
• 가. 연구방법 ··································································································· 3
• 나. 연구범위와 구성····················································································· 4
• Ⅱ. 이론적 배경·································································································· 6
• 1. 서비스스케이프 ····························································································· 6
• 가. 서비스스케이프의 개념 ········································································· 6
• 나. 서비스스케이프의 선행연구 ······························································· 11
• 다. 서비스스케이프의 측정 ······································································· 14
• 2. 브랜드 이미지 ····························································································· 18
• 가. 브랜드 이미지의 개념 ········································································· 18
• 나. 브랜드 이미지의 선행연구 ································································· 22
• 다. 브랜드 이미지의 측정 ········································································· 24
• 3. 고객가치 ······································································································· 29
• 가. 고객가치의 개념··················································································· 29
• 나. 고객가치의 선행연구 ··········································································· 33
• 다. 고객가치의 측정··················································································· 37
• 4. 고객만족 ······································································································· 43
• 가. 고객만족의 개념··················································································· 43
• 나. 고객만족의 선행연구 ··········································································· 46
• 다. 고객만족의 측정··················································································· 49
• Ⅲ. 연구모형 설계 및 분석방법································································· 52
• 1. 연구모형 및 가설설정 ··············································································· 52
• 가. 연구모형의 설정··················································································· 52
• 나. 연구가설의 설정··················································································· 55
• 2. 변수의 조작적 정의 ··················································································· 63
• 가. 서비스스케이프 ····················································································· 63
• 나. 브랜드 이미지 ······················································································· 63
• 다. 고객가치 ································································································· 64
• 3. 표본설계 및 분석방법 ··············································································· 65
• 가. 표본설계 ································································································· 65
• 나. 설문지 구성··························································································· 66
• 다. 분석 방법······························································································· 67
• Ⅳ. 실증분석······································································································ 68
• 1. 표본의 특성································································································· 68
• 2. 측정도구의 신뢰성과 타당성 ··································································· 70
• 가. 신뢰성 검증··························································································· 70
• 나. 타당성 검증··························································································· 73
• 다. 상관관계 분석 ······················································································· 78
• 3. 가설검증 ······································································································· 80
• 가. 호텔의 물리적 스케이프가 브랜드 이미지에 미치는 영향········· 80
• 나. 호텔의 사회적 스케이프가 브랜드 이미지에 미치는 영향········· 81
• 다. 호텔의 물리적 스케이프는 고객가치에 미치는 영향··················· 83
• 라. 호텔의 사회적 스케이프는 고객가치에 미치는 영향··················· 85
• 마. 호텔의 브랜드 이미지가 고객가치에 미치는 영향 ······················· 86
• 바. 호텔의 브랜드 이미지가 고객만족에 미치는 영향 ······················· 88
• 사. 호텔의 고객가치가 고객만족에 미치는 영향 ································· 89
• 4. 가설검증 결과 및 해석············································································· 90
• 가. 가설검증 결과 ······················································································· 90
• 나. 가설검증 결과의 해석 ········································································· 91
• Ⅴ. 결론··············································································································· 94
• 1. 연구결과의 요약 ························································································· 94
• 2. 연구의 시사점 ····························································································· 96
• 3. 연구의 한계점과 향후 연구방향 ····························································· 99
• 참고문헌·········································································································· 100
• 부록(설문지) ·································································································· 110
• Abstract ·········································································································· 114