리조트의 소비가치와 서비스품질이 소비자 만족에 미치는 영향

The purpose of this study was to understand the relationship between consumption values(CV) and service quality(SQ) perceived by consumers in choosing resorts and examined the influence of the both CV and SQ on consumer satisfaction in resorts. This study conducted a sample survey of 278 resort visiting consumers, and verified three hypotheses using frequency, reliability, factor, correlation and multiple regression analysis. The analysis results are as follows. CV was extracted into five factors: conditional value, social status value, epistemic value, functional value emotional value. SQ was extracted into five factors: reliability, assurance, empathy, responsiveness, tangibility. Consumers' satisfaction is drawn one factor. The results showed a significant correlation between consumption values and service quality. Three CV factors of functional, social status, emotional value appeared to have significant positive effects on consumers' satisfaction. Among the SQ components, responsiveness and empathy were found to have significant positive effects on consumers' satisfaction. Results are expected to be valuable as a basic data for establishing various marketing strategies and improving management with consideration of CV and SQ. Limitations and future research directions are also discussed.