商標忠誠度類型에 따른 호텔宴會서비스의 評價

An Evaluation of Hotel Banquet Services using Brand Loyalty Types: In Cases of Super Deluxe Hotels located in Seoul

This study examines the effectiveness of brand loyalty as a market segmentation variable in evaluating hotel banquet services using the IPA (Importance-Performance Analysis). Essentially, this study is significant in that it segments the market using a segmentation variable based on the purchase behavior of customers (i.e., brand loyalty in current market conditions where the high-end hotel industry is largely dominated by foreign five-star hotel chains). According to the results regarding the importance and satisfaction level of the customers in each loyalty group, the factors that customers believe to be important in selecting hotel banquet service products are also the ones with which customers become dissatisfied once they actually use the service. This was the case shown in most of the groups and in the overall group as well.