재구매 의도에 미치는 영향요인에 관한 연구 -호텔서비스를 중심으로 -

서지정보

· 발행기관 : 한국관광서비스학회
· 수록지 정보 : 관광서비스연구 / 2권 / 1호
· 저자명 : 유종근

목차

Ⅰ. 서 론
II. 실증적 분석을 위한 이론적 배경
1. 지각된 서비스 품질의 요인과 평가
2. 지각된 위험의 속성과 측정
3. 지각된 서비스 가치의 개념과 유형
4. 재구매 의도와 영향요인과의 관계
III. 실증 연구의 설계
1. 연구 모형 및 연구가설의 설정
2. 측정변수의 조작적 정의와 도구
3 자료의 수집 및 분석방법
Ⅳ. 실증분석 결과의 해석
1. 표본의 특성
2. 설문지의 요인분석과 신뢰성분석
3. 연구가설 및 연구모형의 검증
V. 결 론

초록

최근의 경쟁의 심화， 기술의 복잡성， 여유시간과 가처분소득의 감소 등의 현
상이 나타나 시장에서 호텔기엽이 새로운 고객을 확보하고 유지하는 일은 점차
어려워지고 있다. 또한 기술의 발전， 여행의 국제화， 문화권과 관계없는 재화와
아이디어 공유 등의 현상은 기업이 고객들에게 제공하는 제품과 서비스를 동질
화시켜 차별화의 기회를 감소시키고 있다.
이에 따라 서비스산엽의 경쟁력을 제고하기 위해 서비스품질을 향상시키려는
노력과 아울러 신규고객의 확보 및 기존고객의 유지를 위한 노력에 보다 많은 관
심을 가지게 되었다
서비스를 제공하는 기업측에서 보다 중요하게 고려해야 하는 점은 재구매 의도에 영향을 미치는 다양한 요인과 이 요인틀간의 관계를 실증적으로 규명하는 것
이 호텔기업의 경쟁 우위력을 갖춘 마케팅전략 수립에 반드시 펼요하다는 점에서
문제를 제기하고자 한다.
이 와 같은 문제의식을 바탕으로 본 연구에서는 호텔의 장기적인 고객관계 구
축을 위한 호텔 서비스의 재구매 의도에 미치는 영향요인과 이들간의 관계를
밝혀 호텔의 고객관리방향을 고찰하고 고객과의 상호작용을 높일 수 있는 시사
점을 제시하고자 한다.

영어초록

To carry out the study efficiently, hotel customers who have never been put
up at the best tourist hotels in Korea were chosen and provided some
questionnaire for the hotel services they had during their stay at the hotel. For
16 days from February 12, 2001, data collection was performed. The
SPSS/WIN statistic packages are employed for the data analysis, and those
features of the model group were investigated through frequency and technical
analysis. In the pre-analysis stage of the study, reliability and factor analysis
were done in advance. To analyze the studying tasks, multi regression analysis
was utilized, and multi range analysis was used to catch recognition
differences on the tasks.
The results of the analysis are as follows:
1. To study the effect of perceived service quality on the repurchasing
intention of customers, multi regression analysis was executed and, in the
personnel service as well as in the physical service, it showed a plus( + ) effect
on the result. This says that hotel marketing should be careful in the service
quality management of physical and personnel service as well.
2. To study the effect of perceived service quality on the perceived service
value, multi regression analysis was executed, and it showed a plus( + ) effect
on the result in the personnel service; however, in the physical service, the
effect was statistically negative. This is caused by the decrease of
differentiation resulted from the homogeneous hotel services in the part of
physical hotel services. In conclusion, the investment and management of
personnel service quality are critically requested.
3. To study the effect of perceived service quality on the perceived risk,
multi regression analysis was executed and, in the part of performance risk
and socia-psychological risk of the personnel service, it showed a negative( -)
effect on the result; however, in the physical service, it doesn't give any
statistical meaningful influence on the result. And, on the physical risk, those
two service quality showed a negative( -) effect in the meaningful level. This means that those risk factors in the hotel serVlce procurement can be
diminished by the thorough quality management of personnel services.
4. To study the effect of perceived service quality on the repurchasing
intention of the customers, a simple regression analysis was executed and
showed a plus( +) effect on the result in the meaningful level.
5. To study the effect of perceived service quality on the repurchasing
intention of customers, a multi regression analysis was also executed and, In
the parts of all risks of performance, socio-psychological and physical, it
showed a negative( -) effect on the result in the meaningful level.
6. From the process analysis of the studying model, those factors of
perceived service quality -> repurchasing intention, perceived service value ->
repurchasing intention, perceived risk -> repurchasing intention in the process
order gave direct effect on the result; moreover, it showed its higher effect
level than the indirect influence of the factors of perceived service quality ->
perceived service value ?? repurchasing intention, perceived service quality -->
perceived risk --> repurchasing intention in the process order. The analysis
shows some continuous efforts, in the part of perceived service quality and
perceived service value, should be made to manage the direct effects of the
factors and to diminish the perceived risk.

참고자료

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