호텔기업의 서비스 퍼스낼리제이션 척도 개발에 관한 연구

A Study on the Development of a Service Personalization Scale for Hotel Enterprises

This study aims to develop a service personalization scale for hotel enterprises and to examine the construct dimensions of concept for service personalization. In this aim, the first step is theoretical research to identify the concept of service personalization and differences with a customization and develop the measurement items pool. The second step entails the item purification and to test face validity via focus group interviews. The third step tests validity, reliability of measurement items and examine the construct dimensions of service personalization. Exploratory factor analysis, cronbach's alpha values, correlation analysis and confirmatory factor analysis were then completed. The results derive the following four main factors: responsiveness, intimacy, empathy and personal interests. The research conceptualizes the service personalization between customers and employees in the hotel industry and from this derives a service personalization scale based on the previous empirical studies; the outcome of which is intended to provide a basis for future studies on customer-employee emotional relationships.