A purpose of this study is effects of mid-low price tourist hotel's service quality on customer satisfaction, customer trust and intention to revisit aimed to stay the hotel. There is object to provide useful information and suggest advisable way to domestic mid-low price tourist hotels for gaining guest satisfaction and confidence. Concept defines by examining theoretical background about mid-low tourist hotel, service quality, customer satisfaction, customer trust and intetion to revisit based on literature reviewing.
In addition to it, influencing relationship is inquired through drawing survey inquiries after map out research model for empirical study. To this end, research based on survey method is accomplished with mid-low tourist hotels' guests in Seoul and Gyeonggi-do Province (including Incheon) for 10 weeks from May, 14th, 2018. 478 copies were returned. 465 of them is used to analysis of actual proof excluding insincerity 13. Summery of results of this study is below.
Hypothesis 1. Service quality of mid-low price tourist hotel significantly effect on customer satisfaction. It identifies by reliability, materiality and responsiveness. Therefore, all hypothesis is selected since customer satisfaction is increased as they aware more reliability, materiality and responsiveness of service quality.
Hypothesis 2. Reliability and responsiveness of mid-low price tourist hotel's service quality effect on guest trust while materiality does not.
Thus, hypothesis 2-1 and responsiveness of mid-low price tourist effect on customer trust. Hypothesis 2-3 is taken up. However hypothesis 2-3, materiality effects on customer trust is rejected. Hypothesis 3. Customer satisfaction of mid-low price tourist hotel effects on customer trust is identified. Higher level of customer satisfaction gives higher customer trust. It effects positively therefore this hypothesis is selected. Hypothesis 4. Customer satisfaction of mid-low price tourist hotel results intention to revisit. It does therefore, this hypothesis is accepted. Hypothesis 5. Customer trust of mid-low price tourist hotel results intention to revisit. It does therefore, this hypothesis is chosen. Hypothesis 6. Service quality of mid-low price tourist hotel effects intention to revisit. As result of verification, it seems improbable that all reliability, materiality and responsiveness directly effects on intention to revisit.
Collectively, the results service quality factors of mid-low price tourist hotel, reliability, materiality and responsiveness do not directly effect on intention to revisit. Rather than that, customer satisfaction and trust more effect on intention to revisit. Therefore, reliability and responsiveness of service quality factors of mid-low price tourist hotel effect on intention to revisit through medium of customer satisfaction and trust. Also it effects on intention to revisit through a carrier of customer satisfaction → customer trust. Materiality of service quality factors of mid-low price tourist hotel influences on intention to revisit through customer satisfaction medium. It also affect intention to revisit with carrier of customer satisfaction → customer trust. Here are implications as a positive analysis result. First theoretical implication is that it is meaningless to suggest specific factors and to approach academically due to lack of studies about service quality of mid-low price tourist hotels while studies about 5 star hotel, high end hotels and service quality are plenty.
Second, this study considers that service quality impacts on customer satisfaction, customer trust and intention to revisit among guests of mid-low price tourist hotel. As a result, there are significant differences. Therefore, further systematic study about service quality management for mid-low price tourist hotel should be accomplished. Because it is differ to influence customer satisfaction, customer trust and intention to revisit by service quality variable.
As a practical implication, guests feel high level of service quality when they satisfy with all reliability, materiality and responsiveness of mid-low price tourist hotel. It is ascertainable that service quality management is the factor to affect intention to revisit connect to customer satisfaction and customer trust Therefore management of reliability, materiality and responsiveness which meaningfully effect on customer satisfaction among mid-low price tourist hotel is necessary.
Therefore, managing and developing reservation system that allow to keep promise with customers tops that list. It seems managing materiality can express hotel character such as interior, uniform and equipment is needed.
In addition to it, manualize service procedure for resolving customers needs directly helps improving service quality of mid-low price tourist hotel.
Supplement current service manual and provide systematic training program to employees will enhance customer satisfaction and royalty base on the positive analysis result of this study. A keen interest and endeavor is consistently needed task. To have competitiveness in mid-low price tourist hotel industry, well deal with customer's changes and figure out their consuming motivation. It will allow new target market and contribute to plan marketing strategy.