호텔의 비대면서비스 도입이 고객 태도와 재방문의도에 미치는 영향 연구

The Effect of Un-contact Hotel Service on Customers’ Attitude and Revisit Intention

The unprecedented COVID-19 global pandemic has dramatically shifted the way of service manner in hospitality industry. This study aims to identify the effect of introducing un-contact service in hotel industry on customers’ attitude and revisit intention. Data for an empirical study was collected during the period of December in 2021 from those with un-contact service experience such as kiosk, mobile app, robot delivery service for check-in/check-out and service requests. Applying an exploratory factor analysis, characteristics of un-contact hotel service were divided into three factors; usefulness, ease of use, and controlling. The finding reveals a positive influence of all three factors on customers’ attitude and satisfaction. Customers’ attitude and satisfaction towards un-contact hotel service also turned out to positively affect revisit intention. Several implications and suggestions to improve revisit intention were discussed at the end of the paper.