수정 IPA 기법을 이용한 호텔 서비스 회복 품질 연구 : 객실 서비스를 중심으로

The purpose of this study is to analyze the implicit-explicit importance of the recovery of perceived hotel room service and to grasp the customer's perception of service recovery quality. For the empirical analysis, a self-administered questionnaire and an online survey were distributed to hotel users, and revised importance-performance analysis (IPA) was conducted based on 308 valid responses. In this study, three dimensions including, tangible compensation, psychological compensation, alternative and re-execution were derived. The results of the study are as follows. First, quadrant I composed of 'important execution factors', 'Sufficient apology (5)', 'Expressing apologies to customers and sincerely sympathizing with them (6)', 'Replace/refund the room or the problematic facilities (9)', and 'Respond immediately to customer complaints (12)'. Second, in quadrant II, which is the 'attractive factor', had three attributes: 'Complimentary room and related facilities (2)', 'Additional facilities and services other than rooms (4)', and 'Modify and re-deliver service (11)'. The 'non-important execution factor' in quadrant III had two properties: 'Discount coupons available for revisiting (3)' and 'Offers alternative services (10)'. The quadrant IV, which is the 'basic factor', had four attributes: 'Economic rewards such as cash/discount/reserves, etc. (1)', 'An honest explanation of the situation (7)', 'Listen carefully to the customer's opinion (8)', and 'Trying to quickly deal with customer issues (13)'. Finally, this analysis provided a variety of practical implications for the hotel companies to restore its services to customers.