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호텔의 고객 경험 품질이 고객 감정가치, 고객만족, 고객옹호에 미치는 영향

The Impact of Customer Experience Quality(CXQ) on Customer Emotive Value, Customer Satisfaction and Customer Advocacy of Hotel Customers

김수지|박득희|박현정
한국호텔리조트학회 (Korea Hotel & Resort Association)|2018.08|호텔리조트연구 (Journal of Hotel & Resort)|제17권 제3호|pp. 5-22

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키워드

Customer SatisfactionExperience QualityHotel Customer ExperienceCustomer Emotive ValueCustomer Advocacy
주제분류관광학

초록

The purpose of this study was to investigate the impact of hotel customer experience quality on customer emotive value, customer satisfaction and customer advocacy in a holistic approach. This study provided six dimensions of hotel customer experiences quality, which were peace of mind, outcome product, moment of truth, product experience, physical environment, and user experience. This study brings about comprehension of customer experience quality in hotel operations. The survey for this study was performed hotel customers who had 4 or 5 star hotel staying experience within a year in Korea. 228 valid responses were used for the empirical analysis by utilizing the statistical package programs SPSS 20.0 and AMOS 20.0. The findings of this research summarized as follows. First, all six dimensions of hotel customer experience quality impacted on the customer emotional value positively. Second, the customer emotional value impacted on the customer satisfaction positively. Third, the customer emotional value impacted on the customer advocacy positively. The better emotive value of hotel experience, the higher the satisfaction in the result. Hotel industry needs to manage their customer's experience with a holistic approach in order to maximize customer satisfaction and advocacy. This study extended the customer experience quality management to six dimensions specifically in order to understand hotel customer's experience in depth. The six dimension of hotel customer experience quality investigated by this study, which would be adopted as a scale to valuate and handle effectively in the hotel.

Abstract

The purpose of this study was to investigate the impact of hotel customer experience quality on customer emotive value, customer satisfaction and customer advocacy in a holistic approach. This study provided six dimensions of hotel customer experiences quality, which were peace of mind, outcome product, moment of truth, product experience, physical environment, and user experience. This study brings about comprehension of customer experience quality in hotel operations. The survey for this study was performed hotel customers who had 4 or 5 star hotel staying experience within a year in Korea. 228 valid responses were used for the empirical analysis by utilizing the statistical package programs SPSS 20.0 and AMOS 20.0. The findings of this research summarized as follows. First, all six dimensions of hotel customer experience quality impacted on the customer emotional value positively. Second, the customer emotional value impacted on the customer satisfaction positively. Third, the customer emotional value impacted on the customer advocacy positively. The better emotive value of hotel experience, the higher the satisfaction in the result. Hotel industry needs to manage their customer's experience with a holistic approach in order to maximize customer satisfaction and advocacy. This study extended the customer experience quality management to six dimensions specifically in order to understand hotel customer's experience in depth. The six dimension of hotel customer experience quality investigated by this study, which would be adopted as a scale to valuate and handle effectively in the hotel.

참고문헌 (45)

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