국내 5성급 호텔 스테이케이션 이용 고객의 지각된 가치, 만족도, 신뢰 및 추천의도 간 영향관계 연구

The aim of study was to suggest the practical methods deemed helpful to the operational direction of the hotels by understanding the influential relationship among the satisfaction level from the perceived value of customers spending their staycation at 5-star hotels in Korea, trust, and the intention to give a recommendation. A total of 230 valid questionnaires were analyzed by conducting actual investigations during March 10 to March 31, 2021. Then, the program SPSS ver.18.0 was used to perform population statistics analysis, exploratory factor analysis, reliability analysis, and regression analysis. The following describes the research results. Hypothesis 1. The emotional value, economical value, qualitative value, and social value that are classed as the subfactors of the perceived value all affected the satisfaction level. Hypothesis 2. The satisfaction level had a significant impact on trust. Hypothesis 3. The satisfaction level significantly affected the intention to give a recommendation. Hypothesis 4. Trust and the intention to give a recommendation are significantly related. From the research results, it was shown that there was a positive relationship among the the perceived value(emotional, economical, qualitative, social), satisfaction level, trust, and the intention to give a recommendation of the customers spending their staycation at 5-star hotels in Korea. Thus, if consistent product improvement and customer management plans are carried out by considering the perceived value of the customers spending their staycation at 5-star hotels in Korea from various angles based on this study, it is considered that positive brand trust, promotion, and the high rate of visiting of customers can be achieved.