목차

Ⅰ. 서론················································································································· 1
1. 문제 제기 ······································································································· 1
2. 연구 목적 ······································································································· 2
3. 연구방법 및 연구범위 ················································································· 3
가. 연구방법 ··································································································· 3
나. 연구범위와 구성····················································································· 4
Ⅱ. 이론적 배경·································································································· 6
1. 서비스스케이프 ····························································································· 6
가. 서비스스케이프의 개념 ········································································· 6
나. 서비스스케이프의 선행연구 ······························································· 11
다. 서비스스케이프의 측정 ······································································· 14
2. 브랜드 이미지 ····························································································· 18
가. 브랜드 이미지의 개념 ········································································· 18
나. 브랜드 이미지의 선행연구 ································································· 22
다. 브랜드 이미지의 측정 ········································································· 24
3. 고객가치 ······································································································· 29
가. 고객가치의 개념··················································································· 29
나. 고객가치의 선행연구 ··········································································· 33
다. 고객가치의 측정··················································································· 37
4. 고객만족 ······································································································· 43
가. 고객만족의 개념··················································································· 43
나. 고객만족의 선행연구 ··········································································· 46
다. 고객만족의 측정··················································································· 49
Ⅲ. 연구모형 설계 및 분석방법································································· 52
1. 연구모형 및 가설설정 ··············································································· 52
가. 연구모형의 설정··················································································· 52
나. 연구가설의 설정··················································································· 55
2. 변수의 조작적 정의 ··················································································· 63
가. 서비스스케이프 ····················································································· 63
나. 브랜드 이미지 ······················································································· 63
다. 고객가치 ································································································· 64
3. 표본설계 및 분석방법 ··············································································· 65
가. 표본설계 ································································································· 65
나. 설문지 구성··························································································· 66
다. 분석 방법······························································································· 67
Ⅳ. 실증분석······································································································ 68
1. 표본의 특성································································································· 68
2. 측정도구의 신뢰성과 타당성 ··································································· 70
가. 신뢰성 검증··························································································· 70
나. 타당성 검증··························································································· 73
다. 상관관계 분석 ······················································································· 78
3. 가설검증 ······································································································· 80
가. 호텔의 물리적 스케이프가 브랜드 이미지에 미치는 영향········· 80
나. 호텔의 사회적 스케이프가 브랜드 이미지에 미치는 영향········· 81
다. 호텔의 물리적 스케이프는 고객가치에 미치는 영향··················· 83
라. 호텔의 사회적 스케이프는 고객가치에 미치는 영향··················· 85
마. 호텔의 브랜드 이미지가 고객가치에 미치는 영향 ······················· 86
바. 호텔의 브랜드 이미지가 고객만족에 미치는 영향 ······················· 88
사. 호텔의 고객가치가 고객만족에 미치는 영향 ································· 89
4. 가설검증 결과 및 해석············································································· 90
가. 가설검증 결과 ······················································································· 90
나. 가설검증 결과의 해석 ········································································· 91
Ⅴ. 결론··············································································································· 94
1. 연구결과의 요약 ························································································· 94
2. 연구의 시사점 ····························································································· 96
3. 연구의 한계점과 향후 연구방향 ····························································· 99
참고문헌·········································································································· 100
부록(설문지) ·································································································· 110
Abstract ·········································································································· 114