카지노리조트호텔 고객의 지각된 서비스 공정성, 만족, 신뢰 및 충성도간의 관계연구

The purpose of this study was to identify the effects of guests’ perceptions of service fairness on satisfaction, trustand loyalty in the casino resort hotel in Korea. Especially, this research focused on examining the core factorsinfluencing customer satisfaction to analyze and evaluate their present service competences. This study used datacollected from 225 casino resort hotel customers; Out of 247 questionnaires, 22 unsuitable datawere excluded fordata analyses. The research results may be summarized as follows. First, the decomposition of the path analysis revealedsignificant positive effects on overall fairness via distributive and interactional fairness. Distributive fairness wasshown to have the largest influence on overall fairness followed by interactional fairness and procedural fairness. Second, customer satisfaction significantly influenced trust, and both satisfaction and trust had significant effects onloyalty. The findings of this research will help practitioners better understand casino resort hotel customers'evaluation methods of services and will be used to guide the formation of proactive relationship-building servicestrategies for building customer loyalty by focusing on their fairness perceptions, a key factor of customersatisfaction on their service exchange with the hotel. Finally, results are expected to contribute to establishingvarious marketing strategies for improving management results with consideration of guests' perceived servicefairness in the casino resort hotel in Korea.