호텔 이용객의 지각된 고객지향성이 고객만족과 행동의도에 미치는 영향 연구 : 밀레니얼 세대를 중심으로

This study conducted a study on the influence of hotel users' perceived customer orientation on customer satisfaction and behavior intention, focusing on the millennial generation. Self-entry ground surveys and online surveys were distributed to those in their 20s and 30s who had experience using hotels for research and analysis. Of the collected questionnaire, 302 effective questionnaires were used to analyze the results, except for insincere questionnaires. The results of the study are as follows. First, the perceived customer orientation of the millennial generation had a positive effect on customer satisfaction. Second, the perceived customer orientation of the millennial generation had a positive effect on behavior intention. Finally, customer satisfaction had a positive effect on behavior intention. In common, it was confirmed that the dimension of “customer understanding and service providing” among customer orientation has a greater impact on customer satisfaction and behavior intention than the dimension of “individual customer relationship. In addition, this study identified the millennial generation's values and lifestyles priority. As a result, they considered 'happiness and enjoyment in life' the most important in terms of value, and was shown in order 'self-realization', 'accomplishment', 'excitement and thrill' and 'allowance of diversity'. In the lifestyle category, the item 'Importance of computers and the Internet' was the highest, followed by 'sensory and hedonistic consumption patterns', 'enjoying the shopping itself', and 'interest and activity in leisure'. Based on these results, it was intended to provide basic data on future customer management strategies and marketing utilization of hotel companies.