호텔연회예약실의 물리적 환경특성이 고객만족 및 구매(예약)의도에 미치는 영향: 대전지역 특급호텔을 중심으로

The objective of this research is to examine the relationship of physical environment of hotel banquet reservation center on customer satisfaction and purchase (reservation) intention. As survey methods, questionnaires were prepared and distributed to the customers visiting the banquet reservation rooms of five-star hotels in the Daejeon region and the collected data(182) were analyzed by factor and regression analysis. The results of this study reveal that physical environment characteristics of the banquet reservation rooms of hotels have effect on customer satisfaction. Also, a positive effect of customer satisfaction on purchase intention was found. This research presents strategic schemes to revitalize the banquet sectors of hotel business by deriving each factor of physical environment characteristics and by obtaining the results leading to purchase (reservation) intention, which ultimately meet customer satisfaction.