중저가 호텔의 비대면 서비스품질이 고객만족에 미치는 영향

An Effect of Non-Face-to-Face Service Quality on Customer Satisfaction in the Case of Budget Hotel: Focused on the moderating effect of innovation resistance

In the hotel industry, non-face-to-face services have developed due to COVID-19, drawing attention day by day, and it has become very important to manage the quality of non-face-to-face services for non-face-to-face service users. In addition, the introduction of such non-face-to-face services is sudden due to COVID-19, which can come as a rejection for some customers with innovation resistance. Therefore, this study aims to verify the effect of hotel non-face-to-face services on customer satisfaction and verify the moderating effect of innovation resistance. The survey sample was set only for customers who used mid- to low-grade hotels, and 300 questionnaires distributed from April 1 to April 30, 2022 were used for empirical analysis. As a result of synthesizing all studies, this study found that first, non-face-to-face services have a positive effect on customer satisfaction, and second, innovation resistance has a moderating effect Based on these findings, this study proposed various measures to improve the quality of hotel non-face-to-face services and tried to provide practical implications for establishing strategies to reduce resistance to innovation among customers using non-face-to-face services