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논문 기본 정보

자료유형
학술저널
저자정보
Sun HAN (Chungbuk National University) Jin-Sup Jung (Chungbuk National University)
저널정보
한국유통과학회 산경연구논집 산경연구논집 제12권 제6호
발행연도
2021.1
수록면
57 - 74 (18page)

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Purpose: Before COVID-19 pandemic, Chinese mid/low-priced hotel industry has been steadily growing in recent years, and internal and external competition has been intensifying. Under these circumstances, this study started with a strategic objective to increase the quality of service, thus enabling customer satisfaction and revisit intention. For enhancing the competitiveness of Chinese mid/lowpriced hotel business, we plan to establish a model using SERVQUAL, O2O platform, and identify their relationship through empirical analyses. Research design, data and methodology: Through the consideration of the existing literature, this study intended to identify the characteristics of service quality in Chinese mid/low-priced hotels and to consider their impact on customer satisfaction and revisit intention. We also wanted to examine the moderating effect of the O2O platform between the characteristics of service quality and customer satisfaction. A survey was carried out on customers using mid/low-priced hotels in China and empirical analyses were conducted using regression analyses. Results: First, in the hypothesis of service qualities? effects on customer satisfaction were identified with significant positive effects. Second, in the hypothesis of service qualities? effects on revisit intention, “tangibles, reliability, and empathy” have shown significant positive. Third, in the verification of the moderating effect of the O2O platform, there were “positive partial moderating effects” between service qualities and customer satisfaction. Finally, the effect of customer satisfaction on revisit intention was positive significant. Conclusions: In order to satisfy their customers, improvements in service quality should be made first. In addition, customer satisfaction had a positive impact on revisit intention. In order to revitalize Chinese mid/low-priced hotels, differentiation strategy is also needed for specialized customers such as college students, and basically, efforts should be made to optimize the O2O platform. O2O platforms should establish optimal platform construction strategies based on the customer's perspective. After all, in the case of Chinese mid/low-priced hotels, it is necessary to strengthen the construction of the latest hardware infrastructure and O2O platform of software infrastructure, and to improve customers? advanced online and offline experiences. Finally, regarding the hypothesis that was rejected among service qualities? characteristics, we tried to discuss the reason and find the implications of these.
#Mid/Low-Priced Hotel #China #Service Quality #Customer Satisfaction #Revisit Intention #O2O Platform

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참고문헌 (76)

참고문헌 신청
Anderson, R. E. / 1973 / Consumer Dissatisfaction : The Effect of Disconfirmed Expectancy on Perceived Product Performance / Journal of Marketing Research 10(1):38~44 google schola Bae, J. O / 2007 / A Study on the Influence of Service Quality on Customer Satisfaction, Repurchase, Word-of-mouth Based the Hotels in China google schola Binter, M. J. / 1995 / Building Service Relationship : It's All about Promises / Journal of the Academy of Marketing Service 23(4):246~251 google schola Boulding, W. / 1993 / Am Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions / Journal of Marketing Research 30:7~27 google schola Chi, G. Q. C. / 2020 / Developing Relationship Quality in Economy Hotels: The Role of Perceived Justice, Service Quality, and Commercial Friendship / Journal of Hospitality Marketing & Management 29(8):1027~1051 google schola

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