호텔 서비스품질과 고객만족도, 행동의도 간의 관계 : 중국 중저가호텔을 사례로

Abstract

How to improve customer satisfaction and behavior intention by optimizing service quality is an urgent problem for every brand hotel. In this paper, a model based on the relationship between three attributes of hotel service quality, customer satisfaction and customer behavior intention was established, 411 valid samples were finally collected by questionnaire survey among chinese economic hotel customers. The results of structural equation model analysis show that, in the customers’ service quality perception of economic hotels, the both reliability and tangible attributes have positive impact on customer satisfaction, but only have indirect impact on customer behavioral intention by satisfaction as mediator variable. The responsiveness attribute have no impact on satisfaction, but the responsiveness attribute and customer satisfaction have both positive impact on customer behavior intention.