본 연구의 조사 대상은 서울, 부산, 경북 지역에 소재하고 있는 호텔 레스토랑인 특급 호텔 서울 지역(WO호텔, W 호텔, L호텔 , RE호텔, ML호텔, R호텔 등), 부산지역 호텔(L호텔, P호텔, C호텔, G 호텔 등) 대구지역 및 경주지역 호텔(I호텔, 경주 H호텔, 경주 M호텔, C호텔)이용자를 대상으로 무작위 추출하여 2007년 7월15일부터 7월 20일까지 5일간 총 400부를 조사하여 380부를 회수하였으며, 이중에서 부분적인 무응답 설문지와 응답이 불성실한 17부를 제외한 총 363부를 최종분석에 사용 하였다. 본 연구의 주요한 결과를 요약하면 다음과 같다. 첫째, LOHAS이미지는 지각된 서비스 품질에 정의 영향을 미치는 것으로 나타났다. 둘째, LOHAS이미지는 지각된 가치에 정의 영향을 미치는 것으로 나타났다. 셋째, LOHAS이미지는 고객만족에 정의 영향을 미치는 것으로 나타났다. 넷째, LOHAS 이미지는 고객충성도에 영향을 미치지 않는 것으로 나타났다. 다섯째, 지각된 서비스 품질은 지각된 가치에 영향을 미치지 않는 것으로 나타났다. 여섯째, 지각된 서비스 품질은 고객만족에 영향을 미치는 것으로 나타났다. 일곱째, 지각된 가치는 고객만족에 영향을 미치는 것으로 나타났다. 여덟째, 고객만족은 고객충성도에 영향을 미치는 것으로 나타났다. 아홉째, LOHAS 이미지와 고객충성도 간의 관계는 직접영향은 많지 않으나 간접영향이 많은 것으로 나타나 총 효과는 가장 높은 것으로 나타났다. 또한 LOHAS 이미지와 고객충성도간의 영향관계에 있어서도 직접영향에서는 영향을 미치지 않은 것으로 나타났으나 간접영향은 유의한 것으로 나타나 전체적인 영향력이 높은 것으로 나타났다. 직접영향이 가장 높은 구조관계는 LOHAS 이미지와 지각된 가치간의 관계가 가장 높은 것으로 나타났다.

For this research, I conducted a survey among luxury hotel restaurant customers in Seoul, Busan, Daegu, and Gyeongju area. Questionnaires were randomly distributed to 400 luxury hotel restaurant customers in Seoul on September 15-20, 2007. 363 samples of them were collected to be used in the research.. The summary is as follows. First, the factors of hotel restaurant environment as the image of LOHAS, sustainability of customers, eco-friendliness, and sustainable material use turned proved to have positive impacts on the perceived service quality. Second, the factors of hotel restaurant environment as the image of LOHAS, sustainability of customers, eco-friendliness, and sustainable material use turned out to have influence on the perceived value. Third, the factors of hotel restaurant environment LOHAS image affect customer satisfaction. Fourth, the factors of hotel restaurant LOHAS image does not have an effect on customer loyalty. Fifth, the factors of hotel restaurant perceived service quality do not affect the perceived value. Sixth, the factor of perceived service quality turned out to be positively (+) correlated with customer satisfaction. Seventh, the factor of perceived value turned out to be positively (+) correlated with customer satisfaction. Eighth, the factor of customer satisfaction turned out to be positively (+) correlated with customer loyalty. Ninth, LOHAS image has a lot of influence on customer loyalty indirectly. The relation bewteen LOHAS image and perceived value has the closest in the direct influence of each relation.

For this research, I conducted a survey among luxury hotel restaurant customers in Seoul, Busan, Daegu, and Gyeongju area. Questionnaires were randomly distributed to 400 luxury hotel restaurant customers in Seoul on September 15-20, 2007. 363 samples of them were collected to be used in the research.. The summary is as follows. First, the factors of hotel restaurant environment as the image of LOHAS, sustainability of customers, eco-friendliness, and sustainable material use turned proved to have positive impacts on the perceived service quality. Second, the factors of hotel restaurant environment as the image of LOHAS, sustainability of customers, eco-friendliness, and sustainable material use turned out to have influence on the perceived value. Third, the factors of hotel restaurant environment LOHAS image affect customer satisfaction. Fourth, the factors of hotel restaurant LOHAS image does not have an effect on customer loyalty. Fifth, the factors of hotel restaurant perceived service quality do not affect the perceived value. Sixth, the factor of perceived service quality turned out to be positively (+) correlated with customer satisfaction. Seventh, the factor of perceived value turned out to be positively (+) correlated with customer satisfaction. Eighth, the factor of customer satisfaction turned out to be positively (+) correlated with customer loyalty. Ninth, LOHAS image has a lot of influence on customer loyalty indirectly. The relation bewteen LOHAS image and perceived value has the closest in the direct influence of each relation.

Hotel Restaurant LOHAS Image, Perceived Service Quality and Value, Customer Satisfaction, and Loyalty