특급호텔 서비스 품질이 소비자의 사회적 지위가치, 웰빙지각도 및 프리미엄 지불의사에 미치는 영향관계 고찰

Identifying critical service quality for maximizing customer's status value and its impact on well-being perception and willingness to pay a premium in the luxury hotel industry: Moderating role of brand consciousness

This study aims to examine which factors may enhance status value of consumers’ social status among service qualities perceived by consumers who use 5-star hotels, explore a relationship of consumers’ status value with well-being perception and decision making of willingness to pay a premium to these hotels, and finally identify moderating effects of brand consciousness when 5-star hotel consumers make a decision on willingness to pay a premium. The results of the analysis revealed that both relational quality and environmental quality had a significant effect on status value and status value had a significant effect on well-being perception and willingness to pay a premium. In addition, well-being perception appeared to have a significant influence on willingness to pay a premium. Moreover, it turned out that brand consciousness played a role of a significant moderating variable between brand well-being perception and willingness to pay a premium. Despite this study's effective theoretical and practical implications, this study has limitation that luxury hotel is regarded as 5-star hotel without consideration for hotel price's variation.