호텔 서비스스케이프와 서비스품질이 지각된 가치와 만족도에 미치는 영향관계 연구

초록

For hotel companies that sell intangible assets such as services, servicescape and service quality are one of the most important factors. This study conducted an empirical study to analyze the relationship between these two factors on perceived value and satisfaction. This study, unlike previous studies, sought to demonstrate this relationship by conducting a different approach. To conduct the study, first, hotel servicescape was divided into four factors: aesthetics, comfort, convenience, and cleanliness. Second, service quality was subdivided into five factor types, reactivity, reliability, certainty, and empathy based on PZB’s SERVQUAL scale to prove the impact relationship on perceived value and satisfaction. Third, the influence relationship between perceived value and satisfaction was proved. Finally, the results were identified by comparing the influence relationship between the preceding variables (servicescape, servicequality) on the following variables (perceived value, satisfaction). A total of 7 hypotheses were established to empirically prove the survey results, and 420 users of 4-star hotels or higher were selected as a sample for the survey. Structural equation model analysis was conducted to verify the hypothesis. As a result, the effect of servicescape on perceived value and satisfaction was not supported, and it was found that service quality affects perceived value and satisfaction. In addition, the hypothesis on the effect of perceived value on satisfaction also drew significant conclusions, supporting the results of previous studies. Through this study, it was revealed that the main factor influencing customer satisfaction among servicescape and service quality is the aspect of service quality. Through various studies in the future, it is expected that research that can contribute to improving the service scape and service quality of the hotel industry will continue.

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