호텔 뷔페레스토랑 이용에 있어서의 구전의도에 영향을 미치는 주요 요인에 관한 연구

초록

Many studies have been conducted to investigate the factors and processes that intervene between service quality of hotel buffet restaurant and customer satisfaction or revisit intention. Despite the increasing interest on hotel buffet restaurant, the previous approaches have not been integrated in terms of principal components of decision making, willingness to revisit and word-of-mouth intention. This study attempts to empirically evaluate the relevance of behavioral and physical factors how customers select the hotel buffet restaurant and they have word-of-mouth intention after visiting hotel buffet restaurants. Through previous studies, this study extracts the five factors of service quality factors of PZB(1985), servicescape, and brand value as independent variables. This paper attempt to find out the effect of these variables on revisit intention and word of mouth intention and then the role of customer satisfaction as a mediating variable. As a result, customer satisfaction is positively influenced by tangibles, assurance, responsiveness, empathy among service quality factors and it is also positively influenced by cleanliness in the property of servicescape and by brand value. Moreover, customer satisfaction positively influences revisit intention and word-of-mouth intention and revisit intention positively influences word-of-mouth intention. These findings will contribute to the field of hotel buffet restaurant by providing an integrative viewpoint in service operations and strategy.

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