체인호텔 브랜드이미지와 고객만족 및 재방문 의도의 영향 관계 연구

Chain Hotel Brand Image, Customer Satisfaction and Revisit Intention in Daegu, Korea

This study is to investigate the relationship between brand image, customer satisfaction and revisit intention of chain hotel. The effects on them are studied by focusing on chain hotels in Daegu and the implications are provided for research purpose. For that, on the theoretical background, I set up a hypothesis for the solution of research problems after examining the previous studies. In order to accomplish the research purpose, the questionnaire was completed by the customers who had used chain hotel in Daegu during past two years. With the collected data, frequency analysis, factor analysis, reliability analysis, simple regression analysis and multiple regression analysis were used to operate. The result of this study shows that the brand image of chain hotels has a significant effect on customer satisfaction and revisit intention. Therefore, chain hotels must make an effort in order to make customers’ desirable values, raise their brand loyalty on brand products, and they also need to create most memorable values in customers’ mind. Furthermore, customer satisfaction is to draw revisit intention and to keep up purchase intention that chain hotels must endeavor to increase purchases driven by customer satisfaction by improving their services, product images and the like in order to gain customers, maintain and improve their services.