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Effects of Hotel Using Experience on Customers' Purchase and Behavior Intention
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호텔이용 경험이 구매의사와 고객행동의도에 미치는 영향

논문 기본 정보

Type
Academic journal
Author
Journal
The Korea Society of Digital Policy & Management 디지털융복합연구 디지털융복합연구 제16권 제5호 KCI Accredited Journals
Published
2018.1
Pages
105 - 113 (9page)

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Effects of Hotel Using Experience on Customers' Purchase and Behavior Intention
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Abstract· Keywords

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The purpose of this study was to find out the effects of the hotel using experience on customers' purchase and behavior intention. For this study, a total of 306 questionnaires among collected data for customers who hotel using experience at five star hotels located in Seoul from April 1, 2015 to April 30, 2015 was to ensure a valid sample. As a result of the experiments which conducted by factor analysis and regression analysis, it shows 1% level positive significant effects in purchase and continual purchase intention of "emotional experiencer", "physical experience factor", "continuous experience factor", and "superior experience factor", but it is 10% level significant effects in continual purchase intention positively effected continual purchase intention of "physical experience factor". Also, it shows 1% level positive significant effects on hotel customers' intention of reused, intention of suggestion, intention of recommendation of "emotional experiencer", "physical experience factor", "continuous experience factor", and "superior experience factor". From the study, it is expected to build hotel-customer relationship and brand level of awareness for activating customers' loyalty.
#Hotel #Hotel using experience #Purchase intention #Customer behavior #Customers' loyalty

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References (22)

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K. S. Kim / 2008 / The Effect on Customer Satisfaction and Customer Brand Relationship of Hotel Users'Experience / 2008 Business Related Integration Society's Academic Conference :285~307 google schola 박지영 / 2013 / 호텔 이용의 경험적 소비특성이 고객-브랜드 관계몰입 및 장기지향성에 미치는 영향 / 호텔경영학연구 22(2):1~20 dbpia 박중환 / 2011 / 호텔 브랜드 가치가 호텔 이용행동에 미치는 영향 연구 : 호텔 속성의 조절효과를 중심으로 / 관광레저연구 23(8):101~115 dbpia 신정하 / 2010 / 호텔-고객 상호관계적 브랜드 자산에 따른 호텔 브랜드 태도 및 이용 충성도에 관한 연구 / 호텔관광연구 12(3):162~172 dbpia 전용택 / 2017 / 호텔종사원의 관계갈등이 조직시민행동 및 행동의도간의 구조적 관계 / 디지털융복합연구 15(8):95~102 Crossref

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