A Study on the Effect of Hotel Untact Service Quality on Customer Satisfaction and Behavioral Intention due to COVID-19

Abstract

The purpose of this study is to investigate the effect of the untact service quality provided by hotel companies on customer satisfaction and behavioral intention. The study was conducted on customers who had experience using untact services provided by hotels in Seoul, and 283 people were selected as samples, excluding defective data. As a result of the test through the linear regression method, it was found that the quality factor of the untact service had a significant positive (+) effect on customer satisfaction and a significant positive (+) effect on the customer behavior intention of customer satisfaction. Through this, it derived theoretical and practical implications that the quality factor of the untact service provided by hotel companies has a positive effect on the satisfaction of customers and the behavioral intention of satisfied customers. However, this study was conducted on hotels that provide untact services in downtown Seoul, and additional research is needed because there is a limitation in the lack of diversity in the detailed factors of untact services.