The objective of this study lies in appreciation of influence relation of sentiment responses of customers visiting hotel banquet halls depending on their physical conditions on hotel brand image formation; and verification of moderating effect of relevancy among physical conditions of banquet hall of hotel, sentimental responses and hotel brand image depending on human resource service quality. To achieve the research objective, with literature study, precedent studies on hotel banquet hall, physical conditions, sentimental responses, human resource service quality andhotel brand image were reviewed; based on such appreciation on precedent researches, hypothesis of this study model and following hypothesizes were developed and designated; a survey was conducted in a period from Aug. 15 to Sep. 15, 2012 through random sampling; and outcome data of such survey were verified for relevancy of measurement concepts with structure model analysis and archival regression analysis so as to have following outcomes;
First, the verification outcome of hypothesis 1 indicated that among physical condition components of hotel banquet halls, a sense of beauty exercises the great influence on positive sentimental responses and in the order of cleanness and entertainment factor, positive influence relationship was verified. It shows that it is substantially important to develop internal and external environments with fashionable and friendly image through visually attractive colors and unique features to customers visiting hotel banquet halls. In addition, cleanness of overall hotel banquet halls and other affiliated facilities and stuff as well as entertainment factors like exiting environment formation caused positive sentimental responses of customers and minimized negative sentiments while appropriate indoor lights, temperature and humidity of the halls developed a positive atmosphere, deterring negative sentiments of customers. Therefore, this study opted for hypothesis 1.
Second, the verification outcome of hypothesis 2 indicated that all components of physical conditions of hotel banquet halls such as level of beauty, cleanness, pleasantness, convenience and entertainment did not have any significant impact on hotel brand image. From this, it might be possible to deduce that as for deciding a hotel brand image, such image is developed based on sophisticated and complicated experience-oriented attributes on various service contacting points such as hotel rooms, bars and restaurants and front desk rather than on simple physical conditions of hotel banquet halls. Therefore, this study ruled off hypothesis 2.
Third, the verification outcome of hypothesis 3 indicated that the positive and negative sentimental responses developed from hotel banquet halls’ physical conditions had meaningful influence on hotel brand image. It can be deduced that rather than the hotel banquet halls’ physical conditions have direct impact on hotel brand image, they have in-direct influence on the image via parameter of sentimental responses. Therefore, this study opted for hypothesis 3.
Forth, the verification outcome of moderating effects depending on relevancy among hotel banquet halls’ physical conditions, sentimental responses and hotel brand image indicated that level of beauty and cleanness exercised positive influence on positive sentimental responses of customers depending on human resource service quality. As for the level of beauty, with conflict moderating effect, higher human resource service quality resulted in smaller influence of beauty sense on positive sentimental responses among such physical conditions while lower quality of human resource service ensured the level of beauty to exercise greater influence on positive sentiment responses. As for cleanness, with supplementary moderating effect, lower human resource service quality resulted in smaller influence of cleanness on positive sentimental responses among factors of physical conditions of hotel banquet halls. The moderating effect of hotel banquet halls’ physical conditions such as beauty sense, cleanness, pleasantness, convenience and entertainment on sentimental responses and hotel brand image was not verified so that hypothesis 4 was partially opted by in this research. In addition, moderating effect of such physical conditions on negative sentimental responses and influence on hotel brand image was not verified so that hypothesis 5 and 6 were rejected.
Based on such research outcomes, formation of attractive physical conditions of hotel banquet halls seems an important strategy in favorable attitude to customers and positive hotel brand image.