소규모 숙박산업의 고객만족 전략

There are about 20000 accommodations called small lodging. Customers usually use small lodging than hotel because of budget and convenience. However, it is so rare which is a study on small lodging business. In Korea, small lodging has a little negative image with pleasures business. It is nevertheless plenty of using. The purpose of this study is to identify characteristics of small lodging compared with hotel and the relationship among service marketing mix of 7 Ps, customer satisfaction, and repurchase intention. The results show that cheap prices, clean bedding,employee service, cleanness, and view of small lodging affect positively customer satisfaction. Cheap prices, view, employee service, and clean bedding affect positively repurchase intention. Therefore, managers of small lodging should develop and manage service marketing mix of 7Ps in perspective of customers to enhance customer satisfaction and repurchase intention.