특급호텔과의 예약업무 과정에서 인지되는 불편함의 요인들이 호텔 충성도에 미치는 영향

The purposes of the study attempted to identify the inconveniences that travel agents perceive during the reservation process and to explore the impact of such inconveniences on their loyalty formation. This study also examined the mediating role of satisfaction with reservation and hotel trust between perceived inconveniences of reservation work and hotel loyalty. In order to achieve the study objectives, 250 questionnaires were distributed to employees who work in online travel agencies from January 11 to February 4, 2016. A total of 203 usable questionnaires were returned. SPSS 21.0 statistics package was used. The factor analysis and reliability analysis were conducted. Moreover, a series of multi-regression analyses was conducted to test the causal relationship between variables and to identify the moderating effect and mediated effect of research variables. Our results indicated that among perceived inconveniences components, unkindness has a positive impact on satisfaction with reservation and hotel trust. Our findings also indicated that both satisfaction with reservation and hotel trust have a positive on hotel loyalty. Moreover, among perceived inconveniences components, unkindness was found to have a positive impact on hotel loyalty. It also had the mediated effect. Given these, luxury hotels and online travel agencies should provide kindness-related education through periodic staff training, and should recognize the issue of reservation system. This study can be helpful for the success of hotel business.