商標忠誠度類型에 따른 호텔宴會서비스의 評價

• 영문명: An Evaluation of Hotel Banquet Services using Brand Loyalty Types: In Cases of Super Deluxe Hotels located in Seoul
• 발행기관: 청운대학교 관광산업연구소
• 저자명: 高範錫(Koh, Bum-Seok) 崔文容(Choi, Moon-Yong) 鄭軫寶(Chung, Jin-Bo)
• 간행물 정보: 『관광산업연구』관광산업연구 제3권 제1호, 1~25쪽, 전체 25쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.09.30

영문 초록

This study examines the effectiveness of brand loyalty as a market segmentation variable in evaluating hotel banquet services using the IPA (Importance-Performance Analysis). Essentially, this study is significant in that it segments the market using a segmentation variable based on the purchase behavior of customers (i.e., brand loyalty in current market conditions where the high-end hotel industry is largely dominated by foreign five-star hotel chains). According to the results regarding the importance and satisfaction level of the customers in each loyalty group, the factors that customers believe to be important in selecting hotel banquet service products are also the ones with which customers become dissatisfied once they actually use the service. This was the case shown in most of the groups and in the overall group as well.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결 론

키워드

연회서비스 브랜드로얄티 중요도-성취도분석 Banquet Service Brand Loyalty Importance-Performance Analysis