호텔기업의 SNS 웹사이트 품질의 중요도-만족도 비교: 페이스북, 트위터, 모바일 애플리케이션, 기타 웹 SNS 비교를 중심으로

Abstract

This research is to find out the effective SNS marketing tools for hotel companies. By using Importance-Performance analysis, the study shows the comparison between the importance before followers use and the satisfaction of SNS Website Quality after they actually use. The study conducted a survey for users who visited hotel SNS websites such as facebook, twitter, mobile application, or other websites of hotel companies more than one time in a week. A total 400 questionnaires were distributed and 345 were collected, of which 327 were used in the analysis of this study. The results of this study include followings. In the analysis of its factors, Keep Up Good Work area was the System quality and Service Fulfillment quality factors, Concentrate Here area was the Information quality factors. Low Priority area was the Emotional quality factors. And the last Possible Overkill area was the Interface quality factors.