호텔 모바일 웹의 서비스 품질이 이용 만족도에 미치는 영향: 모바일 웹 친숙도의 조절효과를 중심으로

In hospitality industry, like many other industries, mobile web becomes an easy and usable medium through all age groups by the popularity of smart phones. This study examines the influence of hotels’ mobile web service quality to usage satisfaction through empirical data analysis, considering the moderating effect of mobile web familiarity. By exploring new variables such as personalized service and connectivity with SNS, this study presumed that hotels’ mobile web would be an important marketing arm, and tried to determine significant characteristics of hotels’ mobile web service quality to its usage intention by users. A total 240 effective samples were collected from both male and female adults of frequent smart phone users, ranging from 20's to 60's, who experienced or used hotels’ mobile web. The result shows that 'service quality', information quality', and 'system quality' of hotels’ mobile web give significant influence to users' satisfaction of their usage behaviors. It is also proved that there is a significant moderating effect of mobile web familiarity on the causal relationship between security of hotels’ web service quality and usage satisfaction. This empirical study is intended to contribute more thoughtful understanding of the service quality of mobile web, so as to provide effective information and to build conceptual scheme of hotels’ mobile web service. The results would be expected to give managerial implications on devising revitalization of hotel management and sales increase. The result of the study would also have a practical assist to expand hotels’ turn-over as well as the utilization of various information on their customers and hotel operations by improving the level of hotels’ mobile web service quality.