호텔의 식음료 서비스 보증이 관계만족과 애호도에 미치는 영향: 부산지역 특급호텔을 중심으로

The purpose of the study was to verify an effect of service guarantee on relationship satisfaction with people experiencing hotel food & beverage, an effect of service guarantee on loyalty and an effect of relationship satisfaction on loyalty. The study was carried out with customers using food & beverage outlet at special-grade hotels in Busan from Apr. 1, 2010 to Apr. 30, 2010. The study distributed 350 copies of questionnaires and selected 326 copies of questionnaires finally, excluding insincere questionnaires. First of all, service guarantee was measured by 9 questions,relationship satisfaction by 4 questions and loyalty by 4 questions. In service guarantee, 3 factors-guarantee clarity, guarantee stability and guarantee reliabilitywere deducted. Finally as a result of assumption test, stability factor of service guarantee had the strongest effect on relationship satisfaction and loyalty. On the other hand, guarantee reliability had a significant effect partially on relationship satisfaction and loyalty. Considering the above analysis, to raise loyalty for hotel‘s customers, the study could see that it was necessary to make a service guarantee system and to apply the system to practical affairs.