호텔 봉사료 제도에 따른 선택권 박탈감과 불공정성 지각이 전환의도에 미치는 영향

Abstract

The service charge system of most hotel enterprises in Korea does not have clear standards, and causes controversies as it requires improvement in terms of execution and distribution. This study referred to the preceding studies to suggest the deprivation feeling of right to choose and the unfairness perception as the two negative factors that the customers can perceive about the current service charge system in Korea, and clarified the impact of these factors on the switching intention that can be negative to the hotel enterprises. It also verified the perceived employees’ service attitude for more meaningful findings. For this purpose, it selected the domestic customers who have visited hotel guest rooms and restaurants in Korea within the last 6 months as the parent population and surveyed 292 of them through a professional research service agency from March 24, 2014 to March 28, 2014 for the analysis. As a result, it was found that both the deprivation feeling of right to choose and the unfairness perception have a significant positive impact on the switching intention and significantly modulate perceived employees’ service attitude.