국내 5성급 호텔의 고객가치, 고객태도, 고객만족, 재방문 의도의 구조적 관계: 전환비용의 조절효과를 중심으로

Recently, the hotel industry suffered a terrific downturn due to COVID-19. However, in the wake of the endemic period, luxury hotels have been rapidly increasing with the recovery of travel sentiment, removing various regulations and the pursuit of small luxury. In this situation, this study comprehensively investigates the structural relationship between customer value(functional value, emotional value, social value), customer attitude, customer satisfaction and revisit intention, as well as the moderating effect of switching cost within the structural relationship to provide basic data to revitalize the hotel industry. From July 22 to August 5, 2022, a survey was conducted on 5-star hotel customers who have experiences for the past two years. A total of 359 questionnaires were used for analysis. Using SPSS 18.0, exploratory factor analysis was conducted to verify frequency analysis and the validity and reliability. Confirmatory factor analysis was performed to verify the discriminant validity with AMOS 22.0. Path analysis and moderating effect analysis were performed to verify the hypothesis. As a result of this study, customer value had a significant positive effect on customer attitude, customer satisfaction and revisit intention, and customer attitude had a significant positive effect on customer satisfaction and revisit intension. In addition, customer satisfaction had a significant positive effect on revisit intention. The switching costs had a moderating effect in the relationship between customer value and customer attitude and between customer value and customer satisfaction. However, there was no moderating effect between customer value and revisit intention. Based on these research results, theoretical and practical implications are provided for marketing strategies and customer management for 5-star hotels in Korea.