호텔 서비스의 물리적 환경, 고객 가치, 행동 의도의 구조적 관계에 관한 연구

The Influence of Hotel Service's Physical Environment on Customer Value and Behavioral Intention

This study examines the influence of hotel service's physical environment on customer value and behavioral intention. Physical environment included ambient, design and social factor. Customer benefit consisted of service quality and emotional response, and customer cost was made up of monetary cost and non-monetary cost. The data were collected from 300 travelers accommodated in five-star hotels in Jeju island and structure equation modeling(SEM) was used as method of analysis. The results suggested that the relationship between physical environment and customer benefit as well as customer cost was partially significant . Moreover, customer benefit and customer cost influenced customer value, and customer value affected on behavioral intention.