리조트 서비스 품질이 고객만족과 브랜드 구축에 미치는 영향 - 홍천 대명비발디파크를 중심으로 -

Recently, the resort provoke competition follow to growth of the leisure industry. Thus resort company is doing its effort to secure the competitiveness with other resort companies by realizing the customer satisfaction through the service management. But arising the subject that customer satisfaction has to be carried out in the integrated marketing communication of the resort company on the touch point with customers by consideration of brand construct, this study started. So, it needs the strategic marketing plan that considers the customer satisfaction in the relations between service quality and brand construct of resort, not service quality and customer satisfaction themselves. Therefore this study set up 4 hypotheses as the theme that analyzing the effectiveness relationship about the customer satisfaction in the relations between service quality and brand construct of the resort. The result of this study informs that service quality had meaningful effects on the customer satisfaction. And the customer satisfaction had meaningful effect on the brand awareness & brand royalty which are brand construct variables. Also the brand awareness had meaningful effect on the brand royalty, which 4 hypotheses are adopted. Therefore this study suggested the strategic management that realizing the customer satisfaction by considering the relations between service quality and brand construct in aspect of the integrated marketing communication.