호텔리어의 커뮤니케이션이 고객의 감정반응, 고객만족과 행동의도에 미치는 영향: 부산지역 호텔 이용고객대상으로

Abstract

By the development of economy and the improvement of living standards, more and more people are making request for the quality of higher life. Service industry, especially concerned with hotel, has been one of the most important factors of modern life. Today, hotels are attempting to attract more customers by providing various services for hotel firms' financial performance. Especially, of many areas in the hotel business, the service is being emphasized as an important factor for business success, and it has been confirmed that the verbal communication and non-verbal communication of service provider become fundamental factors of service to satisfy hotel customers. The primary aim of this study is to examine the influence of the hotelier's communication on the emotional response, satisfaction and behavioral intention of the customers. 300 questionnaires were distributed to the hotel customers, and among them, 210 questionnaires were collected. To empirically test a proposed model, we employed SPSS 18.0 and carried out exploratory factor analysis and multi regression analysis. As a result of the data analysis, research findings showed that there were two dimensions of verbal communication#staff-led and customer-led communication# and four dimensions of non-verbal communication#proxemics, paralanguage, physical appearance and kinetics#. The verbal and non-verbal communication of the hotelier impacts on both customers' positive and negative emotional responses at service encounter. This phenomenon is based on the theory of emotional contagion that one's positive and emotional expression causes its counterpart to have a similar emotional experience. In addition, the influences of positive and negative emotional response on customers' satisfaction and behavioral intentions are significant. This study provides meaningful knowledge for the hotel industry in terms of communication importance toward customer's emotional response, satisfaction and behavioral intention. As a result, this study offers instructive meanings for the management to service design, staff training and education to operate effective and successful business. Hotel managers need to recognize the role of service providers' communication at service encounter, and they should conduct communication strategies depending on service typology.