호텔 산업에서 디지털 접점 경험과 브랜드 충성도의 관계 - 감정적·행동적 충성도 차원 분석 -

Abstract

This study investigates the impact of digital touchpoint experience on brand loyalty in the hotel industry, with a dual focus on emotional and behavioral dimensions. Using structural equation modeling (SEM) on survey data from 300 customers who stayed at four-star or higher hotels in South Korea, the research examines the mediating role of customer satisfaction and the moderating effects of digital familiarity and hotel usage purpose. Findings reveal that digital touchpoint experience significantly enhances customer satisfaction, which in turn influences brand loyalty. Emotional loyalty is more directly affected by satisfaction, while behavioral loyalty is shaped indirectly. Qualitative factors such as consistency and real-time responsiveness show differentiated effects: consistency boosts satisfaction, whereas responsiveness drives behavioral loyalty. Multi-group analysis confirms that digitally familiar customers and leisure travelers respond more positively to digital experiences. This study contributes to hospitality marketing literature by proposing a multidimensional framework for digital customer experience and loyalty formation. Practical implications include the need for personalized digital strategies, consistent UX design, and real-time service responsiveness tailored to customer profiles.