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여행사의 서비스품질과 고객만족 및 재구매의도간의 인과관계
이낙귀(Nark Kwee Lee) 한국관광연구학회 2005 관광연구저널 Vol.19 No.1
The study aims to analyze a causal relationship between service quality of travel agency focused on land operator service and customer satisfaction and repurchasing intention. Also, to evaluate service quality of travel agency, customer satisfaction and level of repurchase intention by countries such as China, Thailand and Philippines. This study is to suggest more efficient basis for marketing strategies to travel agent executives and managers. A structural equation model was developed to examine the impact of service quality on travel quality, customer satisfaction and repurchasing intention. The model was tested through a factor analysis and one-way ANOVA using SPSS 10.0 and SEM using Amos 4.01 on 1032 respondents, who have traveled abroad. The results indicated that the service quality of travel agency was positively correlated to the customer satisfaction. And the customer satisfaction was also positively correlated to the repurchasing intention. Finally, implications for executives and managers of travel agency are discussed.
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이낙귀 ( Nark Kwee Lee ),박수성 ( Su Sung Park ) 한국호텔리조트학회 2005 호텔리조트연구 Vol.4 No.2
The study aims to analyze service quality of land operator. Also, to evaluate service quality of land operator, customer satisfaction and level of repurchasing intention by countries such as China, Thailand and Philippines. This study is to suggest more efficient basis for marketing strategies to travel agent executives and managers. A structural equation model was developed to examine the impact of service quality on land operator, customer satisfaction and repurchasing intention. The model was tested through a factor analysis and one-way ANOVA using SPSS 10.0 and SEM using Amos 4.01 on 1032 respondents, who have traveled abroad. The results indicated that the service quality of travel agency was positively correlated to the customer satisfaction. And the customer satisfaction was also positively correlated to the repurchasing intention. Finally, implications for executives and managers of travel agency are discussed.
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여행도매업체와 여행소매업체간 관계형성 영향요인에 관한 연구
심종섭,이낙귀 한국산학경영학회 2002 산학경영연구 Vol.15 No.-
여행도매업체는 시장개방, 경쟁기업의 출현, 개인소득의 증가로 인한 소비자 욕구의 다양화 등 환경의 급속한 변화로 소매여행업체와의 관계에 있어 보다 효율적인 마케팅전략 수립이 요구되고 있다. 따라서 여행도매업체의 여행소매업체에 대한 관계적 특성요인을 확인하고, 관계형성요인간의 관계성을 연구함으로써 여행업계에서 현실적으로 적용할 수 있는 관계마케팅 차원의 접근이 필요하다. 본 연구는 여행업의 유통경로상에서 여행도매업체에의 여행소매업체에 대한 관계적 특성요인들이 신뢰, 몰입, 그리고 재구매의도에 어떠한 영향을 주는지를 규명하고 개선방향을 제시하기 위하여 실증적 분석을 하였다. 본 연구는 여행도매업체에의 여행소매업체에 대한 관계성에 초점을 맞춘 것으로 변수간의 관계를 분석하기 위해 연구모형과 가설을 설정한 후 검증하였다. 분석결과 전반적인 연구모형에 대한 적합도는 설정기준 이상으로 나와 가설검증을 실시하였다. 연구결과는 첫째, 여행도매업체의 최고경영자나 마케터들에게 여행소매업체와의 관계에서 현장에서 적용할 수 있는 효율적인 마케팅전략 방안을 구체적으로 제시해 주고, 둘째, 여행도매업체는 여행소매업자로부터 신뢰구축을 통하여 장기적인 교환관계유지와 같은 관계지향적인 방법으로 여행소매업체를 관리해야 한다는 시사점을 제시하고 있다. The purpose of study is to examine how tour wholesaler’s relationship characteristics to tour retailer affect trust, commitment, and repurchase intention in the distribution channel of travel industry. There are several derailed purposes of this study. First, this study is to grasp the factors of tour wholesaler’s relationship characteristics to tour retailer. Secondly. This study is to examine how tour wholesaler’s relationship characteristics to tour retailer affect trust and commitment. Thirdly, this study is to examine how trust on tour wholesaler, which is divided into two levels, firm and salesperson in charge, affects each other and commitment. Fourthly, this study is to examine how trust on tour wholesaler firm and salesperson in charge and commitment affect repurchase intention. Fifthly, this study is to suggest more efficient basis for marketing strategies to C.E.O or officer in charge of decision making of tour wholesaler, and help them to make right decisions. Managerial implications can be drawn from this study. One is that it is recognized that tour wholesaler’s relationship characteristics to tour retailer consist of those to tour wholesaler firm such as reputation, physical characteristics, communication and those to salesperson in charge such as expertise, likability, similarity, frequent contact affect trust and commitment positively. Therefore, C.E.O and officer in charge of decision making of tour wholesaler should set up marketing strategies to get positive results at both levels, a firm and a salesperson. The other is that it is important that a tour wholesaler should manage their tour retailer with relationship oriented methods such as building trust, and make every endeavor to retain long term relationship with tour retailer.
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