초록

Domestic hotel prices which have been hit by the prolonged COVID-19 derived decrease the hotel restaurant sales and the increase the HMR market. Therefore, this study inspected the effect of hotel restaurant selection attributes on customer satisfaction and purchase intention of hotel HMR products with a moderating effect of trust transfer. A sample of 349 customer who had experience using hotel restaurants were employed for current study. Of the 300 surveys collected 281 were considered valid and used in analysis. According to the result, among the hotel restaurant selection attributes, there is a significant influence on hotel service quality, food quality, brand and hotel restaurant use satisfaction. In addition, hotel restaurant usage satisfaction had a positive effect on the purchase intention of hotel restaurant HMR products. However, it was found that the moderating effect of the reliability of the hotel restaurant did not have a statistically significant effect. Compared with previous studies, we empirically identified factors that can promote the purchase intention of hotel restaurant HMR products. Furthemore, this study suggests what hotel restaurant guests want from hotel restaurants and can be used as a marketing strategy. These foundings will contribute to find the direction to be pursued and improvements in the field of hotel restaurant especially for the HMR products and services in the future.

키워드

Hotel restaurant selection attributes, Customer satisfaction, Hotel restaurant HMR product, Purchase intention.

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