호텔기업의 마케팅 비용이 국가고객만족도(NCSI)와 경영성과에 미치는 영향

Abstract

This study analyzed the effect of marketing expenditure spent by hotel companies on the National Customer Satisfaction Index (NCSI), which is a customer satisfaction index, and the effect of customer satisfaction on business performance. For this purpose, 9 hotel companies announced by NCSI were surveyed. First, it can be evaluated positively in that the customer satisfaction level of hotel companies has gradually increased. However, although ROA, which is management performance, is an average positive value, it is only 0.79%, so measures to increase performance are needed. Second, according to hypothesis 1, it was found that customer satisfaction can be increased through marketing expenditure. In particular, it was found that performance for employees is important, and public relations is important for customers. In Hypothesis 2, it was analyzed that improving customer satisfaction could increase business performance due to the characteristics of hotel companies that provide human services along with the importance of financial information. In this regard, it is judged that hotel managers can increase customer satisfaction and improve management performance through efficient execution of marketing expenditure.