호텔 서비스품질과 관계혜택, 고객만족에 관한 연구

A Study on Hotel Service Quality, Relationship Benefits, and Customer Satisfaction

In the reality of constant fierce competition, hotel companies can only survive by improving their services to meet the needs of customers. Relationship benefits, the same as service quality, are considered to be one of the important factors in improving hotel management and service improvement plans. Accordingly, this study aims to review the impact relationship between service quality, relationship benefits, and customer satisfaction perceived by tourists visiting the hotel. The purpose was to maximize the relationship benefits provided to customers and to present a marketing strategy for customer satisfaction, securing and retention. To achieve the purpose of the study, research hypotheses were established and data was collected from tourists who visited hotels in Jeonju, Jeollabuk-do from January 10 to March 28, 2021. The research results can be summarized as follows. First, it was verified that the service quality perceived by tourists visiting the hotel had a significant effect on the relationship benefits and customer satisfaction. Second, it was verified that the relationship benefits perceived by tourists visiting the hotel had a significant effect on customer satisfaction. And based on these important findings, the policy implications, limitations and future directions of the research were also discussed.