서비스 혁신, 고객경험, 고객충성도에 관한 연구: 스마트호텔 이용고객을 중심으로

A Study on the Effect of Service Innovation on Customer Experence and Loyalty : Focusing on Smart Hotel Customers

The purpose of this study is to investigate and analyze the relationship between service innovation, customer experience and customer loyalty for smart hotel guests in Seoul. The survey was conducted for about 30 days from March 3rd to April 2nd , 2024, and an empirical analysis was conducted using 218 valid samples. Statistical processing of the data collected in this survey was analyzed using the SPSS 26.0 statistical package program. First, as a result of regression analysis for <Hypothesis 1> that service innovation was positively effect on customer experience. Second, <Hypothesis 2> that customer experience was positively effect on customer loyalty. Third, <Hypothesis 3> that service innovation was positively effect on customer loyalty. Thee practical implications are as follows. First. decision-making managers should make efforts to have various technology-oriented innovation capabilities for customers in the smart hotel.Second, smart hotel marketers should diversify promotional channels for products and services for smart hotels. Third, from existing loyal customers, it is necessary to actively reflect the opinions of customers from the development stage of new products and services in smart hotels, and provide an opportunity to experience services and functions added to smart hotels.