여행사 선택속성이 만족 및 재이용 의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The customer who uses a travel agency rapidly as the end of globalization, but as the scale on the travel business and the increasing qualitative service of the travellers, and also today's travel agency be face with competition.
therefore, travel agencies try to improvement of their service quality. The aim of this study is to examine the attributes of travel agency's choice and analysis its effect on the reusing, so as to identify the particular problem and inefficiencies of the attributes.
In order to perform the study effectively, the following details would be discussed and development :
First, attributes of travel agency's choice would be examined, as well as review of the previous research and studies on the customer's satisfaction, so as to define the concept and build up the cornerstone for the empirical study.
Second, attributes o travel agency's choice would be approved for positive effect on the customer's satisfaction would be analysed.
To achieve the study more effectively. The variables for the items were extracted for composing a questionnaire based on the experience travellers. The research survey carried out from May 15th to May 25th, 2002. The statistic package program used SPSS windows 10.0 version.
The multiple regression analysis for hypothesis 1, choice attributes of travel agency will positively effect on the satisfaction of travel, showed the scale and reputation factor effect positively on the satisfaction of information. also, the scale and reputation factor showed positive effect on the of satisfaction information offer's sufficiency factor.
The multiple regression analysis for hypothesis 2, satisfaction of travel will positively effect on the reusing, showed the satisfaction of personal factor effect positively on the reusing. also, the scale and reputation factor showed positive effect on the of satisfaction information offer's sufficiency factor.
The analysis of variance(ANOVA) for hypothesis 3, required level of travel agency choice's attribute by age, level of education, job and month average income will be statistically different, showed the level of education. The analysis of variance(ANOVA) for hypothesis 4, required level of travel's satisfaction by age, level of education, job and month average income will be statistically different, showed was not statistically significant. The analysis of variance(ANOVA) for hypothesis 5, required level of reusing by age, level of education, job and month average income will be statistically different, statistically not significant.
The analysis of variance(ANOVA) for hypothesis 6, required level of travel agency choice's attribute by travel purpose, companion, travel product type will be statistically different, showed differently on the travel purpose. The analysis of variance(ANOVA) for hypothesis 7, required level of travel agency's satisfaction by travel purpose, companion, travel product type will be statistically different, showed differently on the travel purpose.
In conclusion, the study was proud that attribute of travel agency choice effect on the travel agency's satisfaction and satisfaction of travel agency effect on the reusing. It is interesting to notice that travel customers are thinking importantly service, information and quality of the travel agency.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 문제제기 = 1
• 2. 연구의 목적 = 3
• 3. 연구의 방법과 범위 = 4
• II. 이론적 고찰 = 5
• 1. 소비자의 구매행동 = 5
• 가. 구매의사 결정 과정 = 5
• 나. 정보원천과 정보탐색 = 10
• 2. 여행사 선택속성에 관한 선행연구 = 14
• 가. 여행사의 기능 = 14
• 나. 여행사 선택속성의 개념 = 15
• 다. 여행사 선택속성 = 15
• 3. 여행객의 만족에 관한 이론 = 21
• 가. 만족 이론 = 21
• 나. 여행객 만족 이론 = 22
• III. 연구의 설계 및 조사방법 = 25
• 1. 연구모형의 설계 = 25
• 가. 연구모형 = 25
• 나. 변수의 개념적 조작화 = 26
• 2. 연구가설 설정 = 27
• 3. 조사 설계 = 30
• 가. 조사 개요 = 30
• 나. 설문지의 구성과 내용 = 30
• 다. 자료의 분석방법 = 31
• IV. 가설의 검증 및 결과의 해석 = 32
• 1. 연구결과 분석 = 32
• 가. 표본의 인구 통계적인 특성 = 32
• 나. 측정도구의 신뢰도 및 타당성 분석 = 35
• 2. 연구가설의 검증 및 결과의 해석 = 40
• 가. 가설의 검증 = 40
• 나. 가설의 채택여부 = 59
• 다. 결과의 해석 = 60
• V. 결론 = 70
• 1. 연구의 요약 및 시사점 = 70
• 2. 향후 연구 과제 = 72
• 참고문헌 = 73
• SUMMARY = 76
• 설문조사서 = 78