Earticle

초록

영어

This study is to investigate the relationship between brand image, customer satisfaction and revisit intention of chain hotel. The effects on them are studied by focusing on chain hotels in Daegu and the implications are provided for research purpose. For that, on the theoretical background, I set up a hypothesis for the solution of research problems after examining the previous studies. In order to accomplish the research purpose, the questionnaire was completed by the customers who had used chain hotel in Daegu during past two years. With the collected data, frequency analysis, factor analysis, reliability analysis, simple regression analysis and multiple regression analysis were used to operate. The result of this study shows that the brand image of chain hotels has a significant effect on customer satisfaction and revisit intention. Therefore, chain hotels must make an effort in order to make customers’ desirable values, raise their brand loyalty on brand products, and they also need to create most memorable values in customers’ mind. Furthermore, customer satisfaction is to draw revisit intention and to keep up purchase intention that chain hotels must endeavor to increase purchases driven by customer satisfaction by improving their services, product images and the like in order to gain customers, maintain and improve their services.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 호텔 브랜드이미지
  2. 고객만족
  3. 재방문 의도
 Ⅲ. 연구설계
  1. 연구모형
  2. 가설설정
  3. 변수의 조작적 정의와 설문지 구성
  4. 자료분석과 수집방법
 Ⅳ. 분석결과
  1. 조사대상자의 일반적 특성
  2. 측정도구의 타당성과 신뢰성 검증
  3. 가설의 검증
 Ⅴ. 결론
 참고문헌

키워드

저자

• 이수호 [ Suho Lee | 경기대학교 일반대학원 관광경영학과 박사과정 ]
• 이주형 [ Joohyung Lee | 경기대학교 관광대학 관광경영학과 교수 ] 교신저자
• 김수경 [ Sookyung Kim | 경기대학교 일반대학원 관광경영학과 박사과정 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338