호텔 비교사이트의 선택속성이 고객만족과 행동의도에 미치는 영향

Abstract

Recently, consumers are more likely to use comparative websites when selecting hotels. However, there have been limited studies on hotel comparison sites. The purpose of this study is to analyse how the selection attributes of hotel comparison sites affect customer satisfaction and behavioral intentions and to present implications for the study. The hypothesis was tested by 217 customers with experience using the hotel comparison site and the structural equation with AMOS 21.0 was employed. The results of the empirical analysis are as follows. First, it was found that information and communication of the selection attributes have a positive effect on customer satisfaction, but transaction does not affect. Second, while information and communication of the selection attributes are found to have a positive effect on behavioral intentions, transaction does not affect. Third, customer satisfaction has a positive effect on behavioral intentions. Therefore, effective and efficient management of the selection attributes in hotel comparison sites is expected to help improve the organization's performance.