초록 열기/닫기 버튼
This study was conducted to identify customers' utilitarian value of online purchase after they use; and to check their satisfaction level, revisit intention and word of mouth following their stay in hotels. In particular, by understanding customers' utilitarian value and satisfaction in consumers' view, we provided an opportunity of successful marketing to take a competitive advantage in hotel business. A questionnaire method was implemented replying for users who get the information of accommodation and intend to stay in hotel through online reservation. The Results showed that they are satisfied with the online service of reservation system because of reasonable price. Also, they strongly want to visit again and even recommend to others. They definitely plan to use the same method of booking with internet sites which provide all kinds of hotels with customers' preferences in quick views. Hotels should adapt this way of trend to rapidly changing business environment and customers' needs that could secure their market competitiveness.
키워드열기/닫기 버튼
Utilitarian Value, Customer Satisfaction, Revisit Intention, Word of Mouth
