The Effect of Hotel's Non-face-to-face Service Quality on Consumers' Perceived Value and Continuous Use Intention

The purpose of this study is to investigate the effect of the quality of non-face-to-face services currently provided by hotels on perceived value felt by customers and the intention to continue using them in hotels. As a result of a survey of 278 customers who experienced hotel non-face-to-face services, the following results were derived through regression analysis. The quality of non-face-to-face service 'convenience, functionality, and reliability' had a positive (+) effect on the perceived value, and the perceived value of the customer had a positive (+) effect on the intention to continue using. These findings indicate that the quality factors of non-face-to-face services provided by hotels affect customer satisfaction and the value felt by customers, and have a great influence on customers' intention to continue using. Therefore, in the hotel industry, it is necessary to strategically develop the quality of non-face-to-face services provided by hotels to customers. In addition, I think various additional studies are needed to subdivide the quality attributes of non-face-to-face services.