호텔등급에 따른 호텔 서비스 불만족요인이 전환에 미치는 영향에 관한 연구

Abstract

Abstract

Since the implementation of five-day workweek on July 1st,2004, the general population gained incremented opportunities to enjoy their spare time in hotel. Hotels, once regarded as exclusive facilities available specifically to the rich, became more general and available for everybody else. (the general population) Thus, the essential role of hotel, accommodation, has been accentuated as a result of societal changes: the necessity of more differentiated and various classes of hotels have been on the rise. The purpose of this study is to provide valid countermeasures by means of finding out the most significant factors that cause the dissatisfaction of hotel customers and pre-eliminating these factors in order to offer satisfaction. Second, the differences in tendency between five-star hotels and low, mid-cost hotels as the customers switch the choice of hotel due to dissatisfaction of service were examined. As results of the study, First, unsatisfying personal service leads the (biggest) major influence to customers' switch intention. Second, the switch intention may be produced by unsatisfying material elements. Third, in terms of hotel classes is affected on switch intention, and higher classes of hotels have lower switch intention. Limitation of the study, First, the objects (for present) of study are targeting hotel customers in Busan and the other regions are not considered, therefore, this study is limited to generalization. Second, as aforementioned, the occurrence of service dissatisfaction heightens the switch intention. Subsequently, the empirical study on specific complains handling methodology to reduce the customers' switch intention is required in further research. Third, in present study, there are only two classes of hotel stated; five-star hotel, low and middle priced hotel. And there are different results pursuant to the hotel classes. In further study, additional research, which can obtain more subdivided findings regarding customers' expectation and dissatisfaction toward each classes of hotels, will be carried out through a population for respective classes.(five-star hotel, four-star hotel, tourist hotel), in order to perform practical management of the database for hotel manual and service.

Key Words : Hotel service, Hotel rating, Switch intention, Customer, unsatisfaction factor