해양호텔 종사원의 인적특성이 호텔이미지, 고객만족, 재방문의도에 미치는 영향

Abstract

The purpose of this study is to examine the importance of human resources in the hotel service industry. This study is to analyze the effect of employee's personal characteristics on hotel image, customer satisfaction, and revisit intention. The employee's personal characteristics are categorized into four factors; expertise, appearance, goodwill, and service spirit. 308 respondents were analyzed according to the intercept survey based on self-administered questionaries. The findings indicate that employee's expertise, appearance, and service spirit had a positive impact on hotel image while goodwill had no positive effect on hotel image. Secondly, employee's service spirit had a positive effect on customer satisfaction, while expertise had an indirect positive effect. However, appearance and goodwill showed no evidence of any positive effect on customer satisfaction. Thirdly, employee's expertise and goodwill had a positive effect on revisit intention, while service spirit had an indirect effect on revisit intention, hotel image and customer satisfaction. However, appearance did not have any positive effect on revisit intention. Last of all, hotel image had a positive effect on customer satisfaction and revisit intention, while customer satisfaction had a positive effect on revisit intention.