호텔의 기술기반 셀프서비스(TBSS)가 고객만족과 장기지향성에 미치는 영향에 관한 연구- 인게이지먼트의 조절효과를 중심으로 -

Abstract

and long-term orientation. Additionally, it investigates the moderating role of customer engagement in these relationships. To achieve this purpose, a research model was established based on five hypotheses derived from existing literature. Data were collected from 416 domestic residents who had experience using TBSS in domestic luxury hotels within the past three months. The collected data were used to test the hypotheses and research model. The results showed that: First, the functionality, enjoyment, and security of TBSS had a positive and significant effect on customer satisfaction. Second, customer satisfaction had a positive and significant effect on long-term orientation. Third, customer satisfaction significantly mediated the relationship between TBSS and long-term orientation, showing an indirect effect in terms of enjoyment and security. Fourth, the moderation effect analysis revealed that, in the low-engagement group, engagement moderated the relationships between functionality, enjoyment, security, and customer satisfaction. In the high-engagement group, engagement moderated only the relationship between enjoyment and customer satisfaction. Fifth, the moderation effect of engagement was confirmed in the relationship between customer satisfaction and long-term orientation. The findings suggest that hotels should adapt their TBSS strategies according to customer engagement levels, tailoring approaches for different customer segments.