호텔 이용 고객의 서비스 접점 성과에 대한 척도 검증

The study was conducted to verify measurementscale of performance on service encounter in hotels.Prior researchstudying hotel service performance measurement used the measurement of overall performance without discriminationof service encounter by Grönroos’s(1984) “Service Quality” or Parasuraman, Berry, & Zeithaml’s(1985)“SERVQUAL Model”. However, recent research suggests that it need to classify service encounter at a hotel formore efficient measurement of service performance. Thus, in the current research, we regarded service performanceas Rust & Oliver’s(1994) service itself, physical environment, interaction and service encounter in a hotel as front,room, restaurant, subsidiary facilities, and public space according to antecedent research. To this end, from 19th Feb. to 18th Mar, 2013, an online survey by panel groups of research company was conductedwith respondents who experienced all facilities of hotel including subsidiary facilities. A total of 404 were used for finaldata analysis. Analysis results showed that room was the most contributing factor that explains service itself. Also, room andsubsidiary facilities were found to be the important variables for physical environment of service. And it seemed thatsubsidiary facilities was the most important variable to explain service interaction.Based on these findings, thetheoretical and practical implications were further discussed.