호텔서비스 평가에 관한 연구 = (A)study on the assessments of hotel services

다국어 초록 (Multilingual Abstract)

Ⅰ. Introduction
Nowadays a hotel offers not only rooms, food and beverage, but also amusements and cultural events. The modern concept of a hotel requires service differentiation.
It is said that hotel service is divided into three factors - personal service, physical service, systematic service, which are based on the value of hotel service. Looked into hotel service in relation of service performance, hotel service has the characteristics as following: 1) Transition from intangibility to tangibility, 2) Inseparability of hotel using, 3) Heterogeneity 4) Perishability 5) Global market orientation.
The purpose of this study is to analyze factors of perceived service quality from hotel guests, to analyze differences of the perceived service quality based on demographics, hotel using situation, and pre-experiences, and to indentify how much the service factors influence on guests' satisfaction, attitude, and reprurchasing intention. The following drawing as shown in figure-1 is the conceptual framework for this study.
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Ⅱ. Methodology
The object of this field study is customers using rooms and restaurants of deluxe hotels and first class hotels in Pusan , being extracted through convenience sampling and quota sampling methods. It is believed that convenience sampling and quota sampling are better than probability sampling. Probability one has the limitations in the prediction for foreign respondents are not easy.
The measuring model of the perceived service quality can be arranged as following;
(1) An applied model to R. K. Teas's(1993) and J. M. Carman's(l990), that is,
[Q_(i)=W_(i)(P_(i)-E_(i))] (SERP Model)
(2) An applied model to A. Parasuraman, V. A. Zeithaml, and L. L. Berry(1988), that is,
[Q_(i)=W_(i)(P_(i)-E_(i))] (SERQ Model)
(3) An applied model to J. J. Cronin, Jr & S. A. Taylor(1992), that is,
[Q_(i)=(P_(i))] (PERF Model)
For the measuring model of satisfaction, R. N. Bolton and J. H. Drew's(l991) is introduced. And for the measuring models of attitudes, a type of multiattribute attitude is adopted. Finally, a model of S. A. Taylor and T. L. Baker(1994), on which the attitudinal variables are put, is taken for the measuring model of guests' repurchasing intention.
Thus the hypotheses taken in this study are as following;
[Hypothesis 1] : It can be thought that the perceived service quality of service factors by hotel guests has significant differences due to demographics, using sitution, and the pre-experience.
[Hypothesis 2] : It might be thought that the perceived performance, expectation, and the disconformity of performance/expectation of service factors have effects on guests' satisfaction.
[Hypothesis 3] : It might be thought that the evaluation result of perceived service factors have effects on the attitude of hotel guests.
[Hypothesis 4] : It might be thought that the perceived service quality classified by service factors as well as attitudes and satisfaction of hotel guests have influence on significant differences in measuring methods and guests' repurchasing intention.
Both descriptive statistical analysis and hypothesis tests of the empirical data are made simultaneously by using of SAS statistical package system. The procedures of the data analysis are as following;
First, the Cronbach's alpha coefficient representing inner consistences is introduced in order to test the reliability of measuring the perceived service quality on hotel guests' evaluation.
Second, a factor analysis is made in order to develop the evaluation method and the perceived service factors.
Third, ANOVA and Duncan test are introduced to identify whether the perceived service factor have an effect on significant differences according to the demogarphics, hotel using situation, and pre-experiences of hotel guests.
Fourth, an analysis of the multiple regression is made for analyzing the influences of variables.
Ⅲ. Findings and Implications
The data for the analysis is taken from the answers of 25 questions. The reliability for the perceived service quality is measured by the Cronbach's alpha coefficient parameter. The result explains that the physical factor has an α value of 0.913403, the systematic factor an α value of 0.897212, and the personal factor an α value of 0.896560.
The factor ,analysis is made for testing the validity of the measuring instruments. The result shows three dimensions of factors. The result drawn from the analysis of difference in service quality shows that the perceived service quality differs with the measured model. Both the SERP or SERO model indroducing the factors of importance, performance expectation and the PERF model measuring the variable of the present performance show a lot of differences. This means the PERF model is more reasonable one in the respect of market segmentation. The analysis of the perceived service quality's influence on the hotel guests' satisfaction, attitude, and repurchasing intention gives three results as following;
First, the performances of three factors are more influential among the influential factors of hotel guests' satisfaction. In the case of Japanese, the performances variable shows the similarity. However, personal factor systematic factor and physical factor have influences on the positive satisfaction.
Second, the analysis of influential factors of hotel guests' attitude results in giving an impartial effect on the evaluation of personal factors, systematic factors, and physical factors. In the case of guests from the US. and other countries, the evaluation of the personal factors is also more influential.
Third, the result from analyzing the influence of repurchasing intention variable shows that the guests' satisfaction and attitude are more influential. In the case of Japanese, the perceived service quality for the systematic factor is also influential for repurchasing intention.
Based on the results from this experimental study, some strategies can be suggested ;
First, the analysis of the perceived service quality for physical factors indicates significant differences in the fields of pre-experiences, income, and nationality. This requirs adequate positioning of meterial service and its marketing mix against foreign markets.
At the result of analyzing the perceived service quality, there represent significant differences in hotel grade, using situation, and educational background. This implies the requirement of an adequate positioning strategy and its marketing mix against the market.
The analysis of the perceived service quality for personal factors reveals significant difference in using situation, gender, age, income, and nationality. This suggests the necessity of appropriate positioning strategy and its marketing mix against the market.
Second, Hotel guests' satisfaction gives much effect on the performance of personal factor, systematic factor, and physical factor. This requires adequate management of service quality on the basis of present performance.
Third, for hotel guests' overall evaluation of the service, comprehensive service management such as 'service express' is required in order to develop the attitude.
Fourth, develping guests' satisfaction and attitude has to preceed for increasing hotel guests' repurchasing intention. A present management arrangement of service performance is an important factor to increase repurchasing intention.
Ⅳ. Conclusion
In conclusion, this study is to show that, 1) The apporach of hotel service is essentially based on the view of guests perception, 2) The factors of hotel perceived service consist of physical factor, systematic factor, and personal factor, 3) The quality of hotel service can not be measured by any methods in that it may be various to the different models such as SERP, SERO, PERF models. 4) The factor of satisfation for hotel guests is not found out, but the performance of factor variables is influential to it. 5) The service degrees of the perceived quality factors for the attitudes of hotel guests are influential to all factors. 6) The service quality, satisfaction and attitude for repurchasing intention of hotel guests is influential to satisfaction and attitude of hotel guests.
Ⅴ. Limitations of the study and future research
The domains of this study are restricted to the perceived service quality, satisfation, attitude, and repurchasing intention of hotel guests. The post hotel using evaluation suggested in the R. P. Fisk Model as well as service encounter evaluation is nessessary for further studies.
It might be suggested that both continuous focus group interview and longitudinal analysis should be complemented.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 序論 = 1
• 1. 問題의 提起 = 1
• 2. 硏究의 目的 = 3
• 3. 硏究의 方法 및 範圍 = 4
• Ⅱ. 호텔서비스의 本質 = 7
• 1. 호텔서비스의 意義 = 7
• 2. 호텔서비스의 類型 및 質 決定要困 = 19
• 3. 호텔서비스 인카운터 = 22
• Ⅲ. 호텔서비스 評價 = 27
• 1. 호텔서비스 評價過程과 評價要因 = 27
• 가. 評價過程 = 27
• 나. 評價要因 = 29
• 2. 호텔서비스 評價에 관한 先行硏究 = 32
• 가. 서비스 質에 관한 硏究 = 32
• 나. 滿足度, 態度, 再購買意圍에 관한 硏究 = 36
• Ⅳ. 호텔서비스 評價에 관한 實證硏究의 틀 = 44
• 1. 硏究模型 = 44
• 가. 지각된 서비스 質의 硏究模型 = 45
• 나. 滿足度, 態度, 再購買意圖의 硏究模型 = 48
• 2. 硏究假說 및 檢證方法 = 51
• 가. 硏究假說 = 51
• 나. 硏究假說의 檢證方法 = 53
• 3. 調査의 設計 = 54
• 가. 調査의 槪要 = 54
• 나. 變數의 測定方法 = 55
• Ⅴ. 호텔서비스 評價에 관한 實證硏究의 結果와 解釋 = 59
• 1. 資料의 分析 = 59
• 가. 資料의 分類 = 59
• 나. 測定道具의 信賴性과 妥當性 = 61
• 2. 硏究의 結果 = 63
• 가. 지각된 서비스 質에 대한 硏究結果 = 63
• 나. 滿足, 態度, 再購買意圖에 대한 硏究結果 = 68
• 3. 戰略的 示峻點 = 79
• 가. 지각된 서비스 質에 대한 硏究結果의 示峻點 = 80
• 나. 滿足, 態度, 再購買意圖에 대한 硏究結果의 示唆點 = 82
• Ⅵ. 結論 = 87
• 1. 硏究結果의 要約 = 87
• 2. 硏究의 限界 및 앞으로의 課題 = 90
• 參考文獻 = 92
• SUMMARY = 102
• 附錄-1 설문지 Ⅰ = 109
• 附錄-2 Duncan 검증 결과 = 140