원문정보
Identifying critical service quality for maximizing customer's status value and its impact on well-being perception and willingness to pay a premium in the luxury hotel industry - Moderating role of brand consciousness -
초록
영어
This study aims to examine which factors may enhance status value of consumers’ social status among service qualities perceived by consumers who use 5-star hotels, explore a relationship of consumers’ status value with well-being perception and decision making of willingness to pay a premium to these hotels, and finally identify moderating effects of brand consciousness when 5-star hotel consumers make a decision on willingness to pay a premium. The results of the analysis revealed that both relational quality and environmental quality had a significant effect on status value and status value had a significant effect on well-being perception and willingness to pay a premium. In addition, well-being perception appeared to have a significant influence on willingness to pay a premium. Moreover, it turned out that brand consciousness played a role of a significant moderating variable between brand well-being perception and willingness to pay a premium. Despite this study's effective theoretical and practical implications, this study has limitation that luxury hotel is regarded as 5-star hotel without consideration for hotel price's variation.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 호텔 서비스품질
2. 사회적 지위가치
3. 웰빙지각도
4. 프리미엄 요금 지불의사
5. 브랜드 인식
Ⅲ. 연구설계 및 조사방법
1. 연구모형
2. 구성개념 간 관계 및 가설 설정
3. 변수의 조작적 정의 및 측정항목의 추출
4. 데이터 수집 및 분석방법
Ⅳ. 실증분석
1. 표본의 인구통계적 특성
2. 신뢰성 및 타당성 분석
3. 구조방정식모형 분석
4. 조절효과 분석
Ⅴ. 결론
참고문헌