여행업 서비스 품질에 관한 연구 - 한국과 태국 여행객을 중심으로 -
A Study about Travel Agency of SERVQUAL: Focusing on the korea and thailand travel tourist
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
In order to sell any high-quality travel packages, managers of travel agencies need to clearly understand what customers would consider most importantly and what they would demand as well while they, the managers, try to do their best to provide their customers with the most satisfactory services. That was the reason for why the concerned study was initiated from the first place, and the results of the study are summarized as follows. First, in terms of SERVQUAL of the travel industry, four factors as a product factor, a process factor, a service factor and a travel agency factor were extracted. Second, a structural equation for how the SERVQUAL factors of the travel industry affect the product quality loyalty turned out to be =507.193, p<0.001, and while GFI 0.885, AGFI 0.856, RMR and RMSEA were considered as 0.041 and 0.059, the research model was understood to be highly appropriate in general. Third, according to the results of hypothesis testing, of all those SERVQUAL factors of the travel industry, the travel agency factor which would include the image, the reputation and the location as sub-factors and the other dominant factor, the process factors, with the reservation convenience, the progress of travel itinerary, the interest in customer’s complaints, how passionate a travel agency is about fulfilling demands of customer, the physically safe service and the transparent payment method included as sub-factors were considered to have a significant relation with the general satisfaction. Fourth, the study conducted an analysis on path model between the factors of two countries, and the results reported that in case of Thailand, of the SERVQUAL factors of the travel industry, only the reservation convenience, the progress of travel itinerary, the interest in customer’s complaints, how passionate a travel agency is about fulfilling demands of customer, the physically safe service and the transparent payment method were confirmed to be significantly related to the general satisfaction.
Abstract
In order to sell any high-quality travel packages, managers of travel agencies need to clearly understand what customers would consider most importantly and what they would demand as well while they, the managers, try to do their best to provide their customers with the most satisfactory services. That was the reason for why the concerned study was initiated from the first place, and the results of the study are summarized as follows. First, in terms of SERVQUAL of the travel industry, four factors as a product factor, a process factor, a service factor and a travel agency factor were extracted. Second, a structural equation for how the SERVQUAL factors of the travel industry affect the product quality loyalty turned out to be =507.193, p<0.001, and while GFI 0.885, AGFI 0.856, RMR and RMSEA were considered as 0.041 and 0.059, the research model was understood to be highly appropriate in general. Third, according to the results of hypothesis testing, of all those SERVQUAL factors of the travel industry, the travel agency factor which would include the image, the reputation and the location as sub-factors and the other dominant factor, the process factors, with the reservation convenience, the progress of travel itinerary, the interest in customer’s complaints, how passionate a travel agency is about fulfilling demands of customer, the physically safe service and the transparent payment method included as sub-factors were considered to have a significant relation with the general satisfaction. Fourth, the study conducted an analysis on path model between the factors of two countries, and the results reported that in case of Thailand, of the SERVQUAL factors of the travel industry, only the reservation convenience, the progress of travel itinerary, the interest in customer’s complaints, how passionate a travel agency is about fulfilling demands of customer, the physically safe service and the transparent payment method were confirmed to be significantly related to the general satisfaction.
참고문헌 (31)
- 김경숙, "중국 여행사의 서비스품질, 만족, 재구매의도 간의 영향 관계", 관광학연구, 35(6), pp.297~314 (2011), 한국관광학회
- 김희성, "여행사의 온라인 서비스품질 - 고객충성도 간의 관계에서 고객만족의 매개효과", 관광경영연구, 16(4), pp.143~161 (2012), 관광경영학회
- 박경호, "특급호텔의 서비스품질과 고객가치, 고객만족, 추천의도에 관한 실증적 연구", 관광연구, 25(5), pp.209~229 (2010), 대한관광경영학회
- 박종철, "‘서비스 품질-고객만족’ 관계에서의 심리적 메커니즘 고찰", 소비자학연구, 22(2), pp.179~202 (2011), 한국소비자학회
- 서철현, "여행사 서비스 인카운터에서 지각된 서비스 품질이 고객만족과 고객반응에 미치는 영향", 관광연구, 14, pp.247~267 (1997)
- 신동식, "여행사의 서비스 보증이 서비스품질과 서비스가치 및 고객충성도에 미치는 영향에 관한 연구", 관광연구, 22(4), pp.243~264 (2008), 대한관광경영학회
- 이규선, "온라인 여행사의 핵심서비스 품질과 관계혜택이 고객만족, 관계지향성에 미치는 영향", 관광레저연구, 25(2), pp.135~153 (2013), (사)한국관광레저학회
- 이인희, "여행업 고객접점 종사원의 직장-가정갈등 선행요인과 결과요인에 관한 연구", 관광경영연구, 17(3), pp.265~280 (2013), 관광경영학회
- 이승현, "국내 저가항공사의 서비스품질, 고객만족, 충성도간의 영향관계", 관광레저연구, 23(4), pp.237~256 (2011), (사)한국관광레저학회
- 엄준영, "여행사 e-서비스품질, 고객만족, 재구매의도 간의 관계에서 고객만족의 매개효과 및 e-서비스회복품질의 조절효과 검증", 관광연구저널, 25(5), pp.99~119 (2011), 한국관광연구학회
- 엄준영, "여행사 e-서비스품질이 고객만족과 재구매의도에 미치는 영향", 관광경영연구, 14(3), pp.117~140 (2010), 관광경영학회
- 양정임, "여행사의 지각된 서비스품질이 고객만족과 충성도에 미치는 영향", 한국호텔외식경영학회 학술발표논문집, pp.397~416 (2008)
- 윤미희, "서비스 質의 測定에 관한 硏究: 호텔 서비스를 對象으로", 관광학연구, (17), pp.255~273 (1993)
- 윤재호, "여행사 내부마케팅과 서비스품질과의 관계연구", 복지행정연구, 24, pp.187~214 (2008)
- 조명환, "관광지 서비스품질이 지각된 가치와 만족에 미치는 영향: 부산지역을 방문한 중국인 관광객을 중심으로", 관광레저연구, 24(2), pp.61~77 (2012), (사)한국관광레저학회
- 장윤희, "온라인 여행업의 e-서비스품질이 관계의 질과 충성도에 미치는 영향에 관한 연구", 관광경영연구, 16(4), pp.277~300 (2012), 관광경영학회
- 전기환, "여행사의 서비스 품질, 관계의 질, 재방문의 구조적 인관관계", 관광개발논집, 9, pp.109~128 (1998)
- 최병창, "On․Off-Line의 여행사 서비스 품질이 관광 후 행동에 미치는 영향에 관한 연구", 관광연구, 24(5), pp.401~419 (2009), 대한관광경영학회
- 최현묵, "여행사 직원의 감정노동과 고객지향적 판매행동에서 감성지능의 조절효과 연구", 관광경영연구, 17(2), pp.283~307 (2013), 관광경영학회
- 하용규, "가치자산과 고객충성도의 관계에서 관계자산의 매개효과", 관광경영연구, 17(2), pp.327~343 (2013), 관광경영학회
- 한숙영, "관광산업의 서비스품질 측정연구에 대한 비판적 소고-국내 호텔서비스품질에 관한 연구를 중심으로-", 관광연구, 21(2), pp.213~234 (2006), 대한관광경영학회
- Akroush, M. N., "The impact of service quality dimentions on performance: An empirical investigation of Jordan's commercial banks", Journal of Accounting-Business and Management, 16(1), pp.22~44 (2009)
- Cronin J., "Measuring service quality: A reexamination and extension", Journal of Marketing, 56(3), pp.55~68 (1992)
- Dick, Alan S, "Customer loyalty: Toward and integrated conceptual framework", Journal of the Academy of Marketing Science, 22(겨울), pp.99~113 (1994)
- Gremler, D. D., "Service loyalty: Antecedents, components and outcomes", AMA Winter Educations Conference, pp.165~167 (1998)
- Kim, W. G., "Prefictors of relationship quality and relationship outcomes in luxury restaurant", Journal of Hospitality & Tourism, 30(2), pp.143~169 (2006)
- Leblanc, G, "Factors affecting customer evaluation of service quality in travel agencies: an investigation of customer perceptions", Journal of Travel Research, 30(4), pp.10~16 (1992)
- Luk, Sherriff T. T. K., "Value segmentation of tourists' expectation of service quality", Journal of Travel & Tourism Marketing, 2(4), pp.23~38 (1993)
- Oliver, R. L, "Whence consumer loyalty?", Journal of Marketing, 63(5), pp.33~44 (1999)
- Parasuraman, A., "A conceptual model of service quality and It's implicationa for future research", Journal of Marketing, 49(가을), pp.47~58 (1985)
- Parasuraman, A., "SERVQUAL: A multiple-Item scale for measuring consumer perception of service quality", Journal of Retailing, 64(봄), pp.12~40 (1988)