호텔 종사원의 서비스 품질이 고객 충성도 및 이용의도에 미치는 영향에 관한 진정성 인식의 매개효과 분석

Mediating Effect of Authenticity on the Relation between Hotel Employee's Service Quality and Customer Loyalty and Intention-to-Use

This study investigated the mediating effect of authenticity on the relation between hotel employee's service quality and customer loyalty and intention-to-use. For the objectives, data were collected by customers visited to two major hotels, Seoul Korea. The data were analyzed by utilizing reliability test, confirmatory factor analysis, and structural equation model. Results showed that the mediating variable, authenticity, transmits the effect of employee's service quality on customer loyalty. That is, the relation between employee's service quality and customer loyalty is significant, and the stronger relation between the two variables is revealed through the authenticity variable. On the contrary, the results reveled that the employee's service quality is not correlated with intention-to-use, and there is no mediating effect of authenticity on the relation between the variables, service quality and intention-to-use. However, the stronger relation between the two variables is revealed by adding the authenticity variable in compare with excluding it. Thus, findings from this study suggest that hotel manager and experts should more consider developing service program based on employee's authentical attitude or service, because of that the perception of authenticity would enhance the satisfaction and quality of employee's service that lead to gain a higher customer loyalty and further intention-to-use. This could be a powerful strategy to keep the hotel industry in success.