5성급 호텔 소비자의 구매태도에 따른 호텔 객실상품 선택속성 비교 연구 : FCB Grid 모델을 중심으로

The purpose of this study is to identify five star hotel consumers’ purchase attitudes measured by the Foote, Cone, & Belding (FCB) Grid model*** and to examine how these FCB purchase attitudes are related to hotel room product selection attributes and demographic characteristics. Data was collected from customers whom experienced a five star hotel room product in Seoul, with a quota and judgement sampling method. The final valid 302(86.3%) reponses were put into the statistical analysis. The data was used to conduct frequency analysis, cross-tabulation analysis, and one way Anova analysis. The results of this study can be summarized as follows. First, four purchase attitudes were classified by the FCB Grid Model and those are named with low involvement/thinking purchase attitude, low involvement/feeling purchase attitude, high involvement/thinking purchase attitude, and high involvement/feeling purchase attitude. In the relationship between FCB purchase attitudes and hotel room product selection attributes, employees’ friendly service, employees’ expert service, prompt complaint handling, high quality of bathroom amenities, the size of room and bathroom, hotel location, hotel’s atmosphere, safety of the hotel, and hotel image of interior & exterior showed a significant difference excluding quick check-in/check-out, diversity of minibar, and diversity of restaurant. Second, we examined FCB purchase attitudes through gender, marital status, age, education, occupation, and salary. Only salary had a meaningful difference in all of FCB purchase attitudes.