호텔 서비스보증이 지각된 위험과 행동의도에 미치는 영향

Recently, the service industry makes efforts to provide better service to meet the diverse needs of customers according to their increasing expectations. Hotel companies also have paid more attention to providing better services in order to survive in intense competition among hotel corporations and to satisfy the diverse and upscale customer demands. Therefore, this study was aimed at inquiring into the effect of service assurance on customers' perceived risk and behavioral intention. To that end, a total of 300 questionnaires were distributed to individuals who had visited the 1st class hotels in Seoul, Busan or Gyeongju from January 5 to 18, 2015, and 284 copies were used in the final analysis. For statistical analysis, SPSS 18.0 statistics program was used. As a result of factor analysis, hotel service assurance consisted of three factors: assurance reliability, assurance clarity and assurance safety. The obtained results are as follows First, assurance reliability had negatively significant effect on perceived risk. Second, assurance reliability and assurance safety had positively significant effect on behavior intention. Third, perceived risk had negatively significant effect on behavior intention. This study imply that service assurance was important factor in hotel service and that the management should pay attention to service assurance.