The purpose of this study is to identify the adaptability of service quality classification by Kano model on mid-price hotel’s service quality. In addition, this study focuses on the customer of mid-price hotel with differentiated survey questionnaire compared with existing studies on service quality and method of analysis. The focuses of this study are as followings. First, this study classifies the hotel’s service quality using two-dimensional recognition method of Kano model Especially, it focuses on the characteristic of Kano model that attractive service quality can changes over time. Therefore, this study identifies the estimated pattern of change according to each quality characteristic adapting Kano model to quality classification of hotel’s service.
Additionally, it also identifies a representative service quality of mid-price hotel among each service quality factor. Second, this study suggests differentiated strategy to improve service quality from understanding customer’s satisfaction degree based on the Better and Worse indices of customer satisfaction index by Timko. Third, this study analyzes the effect of service quality factors classified by Kano analysis on customer satisfaction and royalty so that the marketing strategy for each factor can be developed and applied to the practical field.
This study carried out a survey targeting consumers who have experienced domestic regional and brand mid-price hotels. One of the nonrandom sampling, convenience sampling was applied to this study. Survey data were collected from 344 consumers among 450 consumers except for meaningless 36 respondents from February 1, 2016 to February 28, 2016. Results are as followings. As a result of measuring service quality by Kano classification, most of factors are identified as One-dimensional attribute(O). Although Indifferent attribute(I) is also classified into 4 factors, they are analyzed on the base of One-dimensional attribute except for factor analysis. As a result of analyzing factors which are classified as One-dimensional attribute, service quality of mid-price hotel consists of room service, functional service, reservation/check-in service. The hypothesis test result are as followings. First, as a result of verifying the relationship between service quality of mid-price hotel and customer satisfaction, room service, restaurant service and reservation/check-in service have positive effects on customer satisfaction. Second, as a result of verifying the relationship between service quality of mid-price hotel and customer royalty, room service, restaurant service and reservation/check-in service have positive effects on customer satisfaction. The result of the regression between service quality factor composed of One-dimensional attribute by Kano classification and satisfaction indicates that the coefficient of determination, R2 is .710 , F is 438.063 and the significance probability is .000, which concludes that it is statistically significant.
The factors which influence satisfaction are restaurant service quality(.252), room service(.226) and reservation/check-in(.198) in order. In the other hand, functional service factor has no influence. Accordingly, in the first hypothesis composed of 4 subsidiary hypothesis, 3 subsidiary hypothesis H1-1. Room service quality has a meaningful effect on customer satisfaction, H1-2. Restaurant service quality has a meaningful effect on customer satisfaction and H1-4. Reservation/check-in service quality has a meaningful effect on customer satisfaction are adopted.
However, H1-3. Functional service quality has no influence on customer satisfaction is classified into a meaningless service quality factor as an aspect of customer, which leads to a rejection of the subsidiary hypothesis. The result of the regression between service quality factor composed of One-dimensional attribute by Kano classification and royalty indicates that the coefficient of determination, R2 is .710 , F is 438.063 and the significance probability is .001, which concludes that it is statistically significant. The factors which influence royalty are room service(.311), restaurant service quality(.295), and reservation/check-in(.148) in order.
In the other hand, functional service factor has no influence. Finally, The result of the regression between customer satisfaction and royalty of mid-price hotel indicates that the coefficient of determination, R2 is .488 , F is 294.902 and the significance probability is .000, which concludes that it is statistically significant. Satisfaction has a positive influence on royalty. Academic and practical implications on the basis of the result of this study are as followings. The academic implication is that this study integrated linear and nonlinear analysis by Kano classification on the service qualities which have an important role in prioritizing for hotels. It also found out the necessity of a study on a point of difference and commonness of service quality attributes recognized by mid-price hotel’s customer using customer satisfaction coefficient conducted from regression analysis by Kano model.
This study suggests that a study on the effect of One-dimensional service quality of mid-price hotel by Kano classification on diverse variables such as management result, brand royalty and hotel’s image as well as customer satisfaction and royalty should be considered.. When these studies are accumulated, it is considered to achieve a remarkable development in the marketing strategy to insure royal customer of mid-price hotel. To gentrify the service quality of mid-price hotel, the owner or executive should increase the capital investment in room service, restaurant service and parking facility. There also must be a consideration of plan for improving the service quality of mid-price hotel to increase customer satisfaction and royalty.