서비스드 레지던스의 전환장벽 요소 도출 및 우선순위에 관한 연구

This study recognizes the problem of intensifying competition due to oversupply in domestic hotels, and takes into account the growing importance of retaining customers. The purpose of the study is to identify the specific elements of switching barrier and the priorities between the elements. A total of twenty people from Seoul, Gyeonggi, and Incheon participated in the survey for the study, including current executives and employees with more than five years of working experience, as well as experts from related industries with experience in management. The Delphi technique was utilized to conduct three surveys that were used to derive key switching barrier elements of serviced residences. The results derived from the final survey were verified by using Content Validity Ratio (CVR), and the reliability of each element was verified using Cronbach's α factor by estimating the inter-item consistency. The Analytic Hierarchy Process (AHP) was then used to rank the priorities between the elements by comparing them to each other. The analysis results of the study are as follows. A total of twenty-seven elements of switching barrier for service were derived based on preceding studies; they were grouped into four categories: switching costs (8 elements), interpersonal relationship (6 elements), alternative attractions (7 elements), and service recovery (6 elements). In addition, the study showed that three of the top five elements are associated with the relationship between serviced residences and their customers. This study is intended to provide knowledge and create awareness in serviced residences with regards to the theoretical and practical implications of switching barrier.