별(☆) 표시 호텔등급제도에 대한 소비자의 인지된 공정 성이 브랜드 신뢰와 브랜드 애호도에 미치는 영향
The Effect of Customer Perceived Fairness of a Star-marked Hotel Rating System on Brand Trust and Brand Loyalty
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Based on the interest in the star-marked hotel rating system, the influence of the perceived fairness of hotel consumers for the star-marked hotel rating system on the brand was investigated. The aim of this study conducted in parallel with theoretical and empirical studies was to reveal the trust of hotel consumers in the star rating system. And also, it attempted to understand the effect of the perceived fairness of hotel consumers in the star-marked hotel rating system newly launched in 2015 in the Mugunghwa mark on brand trust and brand loyalty. The results of a study conducted on an online survey for two weeks in early July for hotel consumers using star rated hotels confirmed the reliability of the measurement variable as a result of satisfaction level by Cronbach's Alpha value, and by confirmatory factor analysis. - the validity and suitability of the measurement items were verified. And it was found to be suitable by the analysis of the structural equation model. Looking at the results of the structural model analysis, the perceived fairness of the star-marked hotel rating system was rejected only in the hypothesis of brand loyalty in the evaluation criteria for the brand, and meaningful results were derived in all other hypotheses. According to these results, this study presents implications academically and practically.
Abstract
Based on the interest in the star-marked hotel rating system, the influence of the perceived fairness of hotel consumers for the star-marked hotel rating system on the brand was investigated. The aim of this study conducted in parallel with theoretical and empirical studies was to reveal the trust of hotel consumers in the star rating system. And also, it attempted to understand the effect of the perceived fairness of hotel consumers in the star-marked hotel rating system newly launched in 2015 in the Mugunghwa mark on brand trust and brand loyalty. The results of a study conducted on an online survey for two weeks in early July for hotel consumers using star rated hotels confirmed the reliability of the measurement variable as a result of satisfaction level by Cronbach's Alpha value, and by confirmatory factor analysis. - the validity and suitability of the measurement items were verified. And it was found to be suitable by the analysis of the structural equation model. Looking at the results of the structural model analysis, the perceived fairness of the star-marked hotel rating system was rejected only in the hypothesis of brand loyalty in the evaluation criteria for the brand, and meaningful results were derived in all other hypotheses. According to these results, this study presents implications academically and practically.
참고문헌 (40)
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