Hotel Bar 서비스품질이 서비스 가치, 고객만족 및 행동의도에 미치는 영향관계 분석 연구

The Effects of Hotel Bar Service Quality on Perceived Service Value, Customer Satisfaction and Behavioral Intention

The current society has created a new environment based on changing social, cultural and technical factors, and the bar industry has emerged in the new environment. Therefore, this study tried to explore the quality of bar service. The subjects of the study included domestic and foreign customers of five-star hotels in Seoul, and samples were selected through a survey. So far, no studies have been conducted on the quality of professional bar service. Therefore, this study aimed at highlighting the professionalism of bartenders and showing the inuence of the occupation of bartender,a human service occupation. The quality of bar service has been composed based on SERVUAL for the rst time by this researcher. Four sub-scales―bartender role and skills that represent the bartender quality belonging to human services, menu composition, atmosphere and reasonable price―have been presented. The study empirically analyzed the features of bartender service belonging to human services, the creation of service value through meeting with customers, the relationship between customer satisfaction and customer behavioral intention. Based on the results of the analysis, the importance of customer service was understood, the importance of bartender skills and role during meeting with customers was presented, and atmosphere was shown as an important variable. This researcher, who has long met and communicated with customers, comforting them and being comforted by them in the same space, is also a bartender, the occupation described by the modier “darling of all hearts and the magician of language. It is hoped that this study will serve as a foundation for future studies on the quality of bar service.