숙박업의 언택트 서비스품질이 이용객의 고객만족에 미치는 영향에 관한 연구

초록

[Purpose]This study aims to examine the relationships between untact service quality, customer trust, perceived value, and customer satisfaction among users of accommodation facilities. Despite its importance, research on untact service quality and customers' attitudes and behavioral intentions has been relatively overlooked. Therefore, this study aims to expand understanding in the related field by exploring the causal relationships between dimensions of untact service quality and customer trust, perceived value, and customer satisfaction. [Methodology]This study conducted a survey of customers using small－scale accommodation industries and verified hypotheses through statistical processing using SPSS 25.0 and AMOS 21.0. [Findings]The empirical analysis results showed that untact service quality had a partially significant positive relationship with customer trust, and the factors of untact service quality had a partially significant positive relationship with perceived value. Customer trust had a significant positive relationship with perceived value, and customer trust had a significant positive relationship with customer satisfaction. It was confirmed that perceived value had a significant positive relationship with customer satisfaction. [Implications]The implications of this study are that it attempted to theoretically systematize around untact service quality that can enhance customer trust, perceived value, and customer satisfaction in small－scale accommodation facilities. Based on the verification results, it derived practical measures that can be applied in practice.

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