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Deprivation of Right to Choose and Unfairness Perception Influencing Switching intention of Hotel Guests under Service Charge System: Focused on the Moderating Effects of Perceived Employees’ Service Attitude

이명현 1 Lee, Hyung-ryong 1

1세종대학교

Accredited

ABSTRACT

The service charge system of most hotel enterprises in Korea does not have clear standards, and causes controversies as it requires improvement in terms of execution and distribution. This study referred to the preceding studies to suggest the deprivation feeling of right to choose and the unfairness perception as the two negative factors that the customers can perceive about the current service charge system in Korea, and clarified the impact of these factors on the switching intention that can be negative to the hotel enterprises. It also verified the perceived employees’ service attitude for more meaningful findings. For this purpose, it selected the domestic customers who have visited hotel guest rooms and restaurants in Korea within the last 6 months as the parent population and surveyed 292 of them through a professional research service agency from March 24, 2014 to March 28, 2014 for the analysis. As a result, it was found that both the deprivation feeling of right to choose and the unfairness perception have a significant positive impact on the switching intention and significantly modulate perceived employees’ service attitude.

Citation status

* References for papers published after 2022 are currently being built.