호텔켄벤션센터의 서비스보증에 따른 서비스품질이 이용가치 및 고객충성도에 미치는 영향 : 강원랜드 컨벤션호텔을 중심으로

This study is focusing on the dyadic relationship of service quality and utility value, customer loyalty, and is trying to testify the influence of hotel convention center service guarantees on service quality and utility value, customer loyalty, meanwhile the study is trying to testify the affects of service quality on the utility value, customer loyalty. To accomplish the goals, a field survey was conducted on the customer in Kangwonland Convention Hotel. The statistical tools to be undertaken in this research were frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and covariance analysis using the statistical package of SPSS(12.0) and AMOS(6.0). The results of this study could be summarized as follows; First, the more the guarantee reliability, guarantee safety, guarantee definitiveness is, the higher the level of service quality they perceived. Second, the more the guarantee reliability, guarantee safety is, the positive effect on the utility value. Third, the more the guarantee reliability, guarantee safety, guarantee definitiveness is, the more the positive influence to customer loyalty. Fourth, the more the service quality is, the more the positive influence to utility value. Fifth, the more the service quality is, the more the positive influence to customer loyalty. At the last chapter, the paper concludes with discussions and the managerial implications for the effective industries policies.