여행사 서비스품질 평가에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the importance of decision property which significantly differ with customer's satisfaction in the product and service property deciding on service quality of a travel agency.
The major research aims for the purpose of this study are as follows:
First, we find out the best evaluation method by surveying the problems of precedence studies on the evaluation in service quality and trying to find a solution to the problems.
Second, on the basis of this, we evaluate the service quality of travel agencies in our country with the solution method for service quality of travel agency.
Finally, we investigate the relation to disconfirmation, perceived service, customer's satisfaction, repurchasing intention.
The major consequences and conclusions of this study through the research with literature and empirical analysis are as follows :
First, the problem of precedence studies on the evaluation method in service quality is to define the concept of expectation as normative expectation, despite of having to define it as the level of prediction. In a method of research, the research of cross section was done in precedence studies instead of the research of vertical section.
Second, the method of SERVPERF among the precedence evaluation methods such as SERVQUAL, revised SERVUAL, SERVPERF is the best for the evaluation of service quality in our country's travel agency.
Third, there are significant differences between experience, information source, the level of knowledge, types of travel agency, destination, the level of involvement, demographical peculiarity, and the factors of service quality.
Forth, there are significant differences between experience, information source, destination, the level of involvement, demographic peculiarity, and SERVPERF.
Fifth, in the relation between the factors of travel agency's service quality and the whole travel agency's service quality and customer's satisfaction, responsiveness, empathy and reliability have influenced on it in the order.
Sixth, in the relation between the factors of travel agency's service quality and customer's satisfaction, empathy and reliability and responsiveness and assurance have influenced on it in the order.
Seventh, as for the relation of disconfirmation, perceived service, whole service quality, customer's satisfaction, and repurchasing intension, the factor of influence on repurchasing intension are whole service quality, perceived service, customer's satisfaction in the order. But in case of disconfirmation, there is no influence on it.
Eight, in the relation of disconfirmation, perceived service, whole service quality, customers satisfaction, repurchasing intension, and oral effect(the effect of transmitting by the word of mouth), the factors of influence on oral effect are repurchasing intension, customers' satisfaction in the order, however, in case of whole service quality, perceived service, disconfirmation, there is not any influence on it.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 문제의 제기 1
• 제2절 연구의 목적 3
• 제3절 연구의 방법과 범위 4
• 제2장 여행사 서비스품질 평가에 관한 이론적 고찰 7
• 제1절 서비스품질의 개념과 특성 7
• 1. 서비스품질의 개념 7
• 2. 서비스품질의 특성 9
• 제2절 서비스품질 평가방법 15
• 1. PZB의 서비스품질 평가방법 16
• 2. 카맨(Carman)의 서비스품질 평가방법 19
• 3. 크로닌과 테일러(Cronin and Tayolr)의 서비스품질 평가방법 20
• 4. 테스(Teas)의 서비스품질 평가방법 21
• 5. 기타연구의 서비스품질 평가방법 23
• 6. 서비스품질 평가방법의 논쟁 27
• 제3절 여행사 서비스품질의 개념과 특성 29
• 1. 여행사 서비스품질의 개념 29
• 2. 여행사 서비스품질의 특성 31
• 3. 여행사 서비스품질에 관한 선행연구 32
• 제4절 여행사 서비스품질 평가 34
• 1. 여행사 서비스품질의 평가속성 34
• 2. 여행사 서비스품질 평가 37
• 제3장 실증조사 45
• 제1절 연구모형의 설계 및 연구과제의 설정 45
• 1. 연구모형의 설계 45
• 2. 연구과제의 설정 45
• 제2절 실증조사의 설계 49
• 1. 설문지의 설계 및 분석방법 49
• 2. 변수의 조작적 정의 및 평가 52
• 3. 표본의 설계 및 수집 58
• 제3절 실증조사의 분석 및 결과 60
• 1. 표본의 일반적 특성 60
• 2. 측정도구의 신뢰성과 타당성 검증 62
• 3. 여행사 서비스품질 속성에 대한 요인분석 및 신뢰도 검증 62
• 4. 여행사 서비스품질 속성에 대한 중요도 65
• 5. 연구과제별 조사결과의 분석 66
• 6. 실증분석의 요약 85
• 제4장 결론 89
• 제1절 연구의 요약 및 시사점 89
• 제2절 연구의 한계 및 향후 연구의 방향 95
• 참고문헌 96
• 설문지 115
• ABSTRACT 123