여행사의 서비스 보증이 서비스품질과 서비스가치 및 고객충성도에 미치는 영향에 관한 연구 = A Study on Service Guarantee to Service Quality, Service Value and Customer Loyalty in Travel Agency

다국어 초록 (Multilingual Abstract)

The purpose of this study is to grasp any problems with tourism services provided by analyzing customers` complains of the services, to make suggestions for improvement, and further, to contribute to betterment of tourism services. Service guarantee is powerful tool for improving customer satisfaction and retention by improving service quality, service value, and customer loyalty. Therefore, this paper approves casual relationship of service guarantee to service quality, service value and customer loyalty. This study assume that service guarantee affect perceived service quality, service value, and customer loyalty. Also it assumes that perceived service quality affect service value and customer loyalty. These hypotheses are tested empirically using survey of customer perception in tourism service. It was found that as follows: First, service guarantee affects to service quality and service value. Second, service quality affects to service value and customer loyalty. Finally, service value affects to customer loyalty. These results justify use of service guarantee to improve indirectly customer loyalty through increasing service quality and service value.

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