호텔의 스마트 서비스 속성이 고객만족과 재방문의도에 미치는 영향 연구

Abstract

The purpose of this study is to empirically examine the effects of hotel smart service attributes on customer satisfaction and revisit intention. Focusing on the major dimensions of smart services convenience, reliability, efficiency, ease of use, and sense of control this study investigates how these attributes influence customer satisfaction and how satisfaction, in turn, affects revisit intention. To achieve this objective, a survey was conducted among customers who had experience staying at three- to five-star hotels. The survey was conducted among respondents who had stayed at a 3- to 5-star hotel within the past year. Data were collected through both on-site distribution at hotel locations and online questionnaires (Naver Form and Google Forms). A total of 250 valid responses were used for the analysis. The results of the empirical analysis are as follows. First, among the five smart service attributes, convenience had the strongest positive effect on customer satisfaction, followed by efficiency, which also showed a significant positive influence. However, reliability, ease of use, and sense of control were found to have no significant effect on satisfaction. Therefore, Hypothesis 1 was partially supported. Second, customer satisfaction with hotel smart services had a significant positive effect on revisit intention. These findings suggest that hotel managers should place greater emphasis on improving the convenience and efficiency of smart services to enhance customer satisfaction and foster customers’ intention to revisit. The study provides useful implications for hotel practitioners seeking to optimize smart service strategies in the era of digital transformation.