브랜드에 대한 몰입이 기술기반 셀프서비스 만족에 미치는 영향: 호텔 산업을 중심으로

초록

Due to an increasing diffusion of information and communication technologies (ICT), traditional services with manpower are being replaced by self-serviced technologies. ICT-based self-services give great benefits not only for companies reduce labor costs, operational costs, and increasing productivity, but also for consumers gain convenience in the process of service delivery. Thanks to these enhanced benefits for both sides, hotel industry is expanding their service-scape accommodating self-service technologies in service touchpoint. The purpose of this study is to investigate major role of existing brand commitment toward self-service and service satisfaction. The results provide empirical and managerial contributions beyond typical adoption research.

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