호텔 스파 고객의 지각된 서비스 품질이 만족과 충성도에 미치는 영향

Abstract

'Wellness (Wellbeing+Happiness) Travel', which is receiving attention, with the growing interest in 'healthy life' means to enjoy spa, vacation, beauty (beauty treatment), and health care while traveling for health and healing. Since this industry is known to have a big market and high value added, the policy to cultivate Wellness travel has been put forward since the Ministry of Culture, Sports and Tourism hosted an international Wellness travel forum in 2017. In order to meet demands of consumers for Wellness, various facilities and services are being developed. Also, with so much interest in beauty treatment and the popularization of the use of beauty salons, spa and its subsidiary facilities are essential even in accommodations, including hotels and resorts, and the association between the tourist industry and the spa industry is strikingly emerging. During the growth of spa consumers, service suppliers are rapidly increasing and the competition is intensifying, but a systematic and reasonable service standard module has not been established yet. In this regard, service environments, the quality of goods, management efficiency, and marketing strategies are becoming important issues among spa companies. This study, therefore, considered satisfaction depending on hotel spa customer's perceived service quality, the effect of satisfaction among hotel spa customers on customer loyalty, and the moderating effects of brands in this influence relationship. This study aims to make a contribution to the development of proper marketing strategies and the invigoration of the industry by analyzing the factors of hotel spa experience, which significantly influence satisfaction and loyalty, based on previous studies, and understanding emotions and demands of hotel spa customers. Chapter 1 refers to 'Introduction' and describes the background, the purpose, the method, and the scope of the study. Chapter 2 refers to 'Theoretical Consideration' In order to achieve the study purpose efficiently, here, the theories of perceived service quality, satisfaction, and loyalty were established, on the basis of previous studies, domestic and foreign academic journals, news articles, research reports, beauty industry and spa-related web site data, and domestic and foreign books, and the influence relationships were considered. In 'Research Design' of Chapter 3, the model used for this study and the study hypotheses were set through theoretical consideration and previous studies. Chapter 4 refers to 'Analysis Results' and survey and statistical analysis were conducted. Based on the study hypotheses, the survey contents were concertized, and the questionnaires supplemented for the study were analysed using the self-administered questionnaire survey method. All the distributed 310 questionnaires were collected, and 258 questionnaires with valid samples excepting omitted or insincere answers were finally used for empirical analysis. The collected data were statistically processed through data coding, and for verification of the study, frequency analysis and reliability and factor analysis were carried out using the SPSS 21.0 statistical program. Founded on empirical analysis of the survey findings, the data were analysed, and the analysis findings were comprehensively discussed to verify the hypotheses. Chapter 5 refers to 'Conclusion' Here, the limitation of the study and the orientation for further research were suggested by refining the study results overall. The study results are as follows. Hypothesis 1. It was identified that hotel spa customers' perceived service quality significantly affected satisfaction. Hypothesis 2. In relation to the effect of hotel spa customers' perceived service quality on loyalty, empathy and responsiveness of service quality significantly affected loyalty, whereas tangibility did not significantly affect. Accordingly, the hypothesis was partially adopted. Hypothesis 3. The result of the hypothesis that satisfaction among hotel spa customers would significantly affect loyalty was significant. Hypothesis 4. When it comes to the effect of service quality on satisfaction, brands had moderating effect on responsiveness, but did not have moderating effect on tangibility and empathy. Thus, the hypothesis was partially adopted. , Hypothesis 5. In terms of the effect of service quality on loyalty, all the brands had moderating effect. Thus, the hypothesis was partially adopted.