earticle

영어

Psychology is more useful to marketing managers than demographics when it comes to understanding consumer behavior. This study considers the lifestyle concept to know the hotel consumers expectations of the service quality. Lifestyle approach is the way of typing people, what they hold in common psycho-statistical characteristics, how individuals spend time, what individuals think is important and what opinion he has about himself and his environments. The results are as followings: First, lifestyles of hotel consumers were clustered into three group such as family centered, fulfillment and desire, fashion and wants Second, expectation of hotel service quality were clustered into five factor such as tangibles, reliability, responsiveness, empathy and assurance. Third, there are significant differences in the tangibles, reliability, responsiveness,, assurance among the groups. This means that the salient factors of service quality expectation for the hotel are different from the lifestyle. The marketers who are in charge of hotel have to take into account the consumer lifestyle when they work out a marketing strategy.