특급호텔 레스토랑 고객이 인지한 서비스 패러독스 영향요인에 관한 연구

The purpose of this study is to verify a phenomenon of service paradox in the context of services at hotel restaurants. Empirical analysis was done to verify the underlying dimensions of service paradox and the impact on service paradox in hotel restaurants. Research samples were gathered from customers who visited hotel restaurants in five star deluxe hotels located in Seoul, Korea. The deducted results of underlying dimensions of service paradox were ‘service discriminatory ability’, ‘service ability to perform’, ‘empathic services’, ‘professionalism’, and ‘individual services’. Among these 5 factors, only 'service ability to perform' was found to be not significant to determine service paradox. This study show even customers who are affluent, enjoy and various services have experienced the service paradox phenomenon with decreasing the service satisfaction level. Hotel restaurants need to reflect the results of this study on their service management to react properly to the trends of customer's behavior appeared in the context of service paradox. The results of this study imply that as customers have higher expectations to hotel restaurants before their visit, the provided service shall be above the expectations, and the customer satisfaction shall be achieved through differentiation by reflecting the customer's unique individuality and style.