호텔 이용객의 고객참여활동과 고객 지식이 가치공동창출과 신뢰에 미치는 영향
The Impact of Customer Participation and Expertise on the Co-creation of Value and Customer Trust of Hotel Users.
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초록
본 연구는 호텔 이용객이 호텔 서비스를 이용함에 있어서 고객참여활동과 지식이 가치공동창출활동에 영향을 미치는지에 대한 영향관계를 파악하고 나아가 고객의 가치공동창출활동이 고객신뢰에 미치는 영향관계를 파악하기 위하여 설계되어졌다. 이를 위해 호텔 이용자를 대상으로 설문조사를 실시하였다. 설문분석으로 348부가 분석에 사용되었다. 수집된 자료를 바탕으로 SPSS ver. 20.0을 이용하여 요인분석과 회귀분석을 실시하였다. 분석결과 호텔 이용자의 고객참여활동과 고객지식이 고객의 가치공동창출활동에 정(+)의 영향을 미치는 것으로 나타났다. 호텔 이용자의 가치공동창출활동이 고객 신뢰에 미치는 영향에 대한 회귀분석 결과 호텔 이용객의 가치공동창출의 하위 요소인 피드백, 옹호에서 정(+)의 영향관계가 있음이 나타났다. 이러한 분석결과는 고객의 가치공동창출효과를 높이기 위해서는 고객의 제안이나 아이디어에 대한 유인을 통해 고객의 참여를 확보할 필요가 있다. 또한 적극적인 서비스 분배활동에 참여를 촉진하고 이에 대한 관여도를 높이는 유인정책이 적극 검토되어야 할 것이다. 또한 이는 고객이 자신의 단기 혜택은 물론이고 서비스에 대한 장기 혜택에 대한 이해가 선행되어야 한다는 것을 의미한다. 또한 자신의 역량 개발과 잠재 기대를 조정하는 능동적인 지식의 배양도 포함된다. 호텔 서비스의 필수적인 변화에 대한 정확하고 구체적인 전달을 통해 고객의 서비스에 대한 지식의 고양은 궁극적으로 고객의 CCV를 높이는 역할을 수행한다고 볼 수 있다. 호텔 서비스에 대한 유용한 정보의 제공이나 서비스 품질에 대한 만족도를 서비스 제공자에게 피드백을 해주는 행위가 고객 신뢰에 긍정적인 영향을 미친다는 것을 의미한다. 또한 타인에게 호텔서비스에 대한 긍정적인 언급이나 추천, 권유가 호텔 고객의 신뢰 형성에 도움이 된다는 것을 의미한다.
Abstract
The purpose of the study was to investigate the impact of customer participation and expertise on the co-creation of value of hotel users. Also the study investigates the impact of co-creation of value on the customer trust of hotel users. For fulfill the purposes of the study, survey was conducted and total 348data were used for analysis. SPSS ver. 20.0 was used for statistical analysis including factor analysis and regression. It is revealed that customer participation and expertise has positive impact on the co-creation of value of hotel users. Among sub factors of co-creation of value, feedback and advocacy have positive impact on the customer trust of hotel users. The results of the study imply that it is strongly recommend to motivate the level of customer participation and expertise for improving the level of co-creation of value of hotel users. Also, it si likely that the feedback and advocacy of co-creation of value is the factors that the management of hotel should motivate for improving customer trust of hotel users.
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