라이프스타일에 따른 호텔서비스품질 기대수준의 차이 비교 - 경주지역을 대상으로 -



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.


Ⅰ. 서론
  1. 연구의 목적
  2. 연구의 방법
 Ⅱ. 이론적 배경
 Ⅲ. 연구방법
  1. 변수의 정의 및 측정
  2. 설문지의 구성
  3. 표본의 선정과 자료의 수집
  4. 통계분석방법
 Ⅳ. 실증분석결과
  1. 측정도구의 검증
 Ⅴ. 결론 및 시사점


  • 조원섭 경주콩코드호텔 객실팀장, 동국대학교 외래교수
  • 황대욱 세명대학교 호텔경영학과 교수


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