호텔 이용객의 다른 고객 인식이 고객 만족도와 브랜드 이미지에 미치는 영향

초록

This study aims to derive other customer perception factors of individual customers in domestic hotels or resorts and to investigate the relationships among other customer perception, customer satisfaction, and brand image. In order to test the hypothesis, the data were collected from adults over 20 years of age who had stayed at a hotel or resort during a trip for more than one night in the last year. A total of 177 responses were analyzed in the final analysis. As a result of the study, first, it was confirmed that only the suitable behavior of the other customers among other customer perception factors had a significantly positive effect on customer satisfaction. Second, it was confirmed that customer satisfaction had a significantly positive effect on the hotel brand image. Based on these results, implications and future research directions were presented.

키워드