서비스품질 구성요인이 브랜드자산과 충성도에 미치는 영향 = 여행산업을 중심으로

다국어 초록 (Multilingual Abstract)

The article examines how service quality of Land operator influences brand equity along with their combined effect on customer loyalty. However, many researcher tends to examine service quality issues from a consumer perspective, with little or no reference to business to business service. and Brands also have been developed by consumer companies but have been slow to develop in business-to-business marketing. This study is to suggest more efficient basis for marketing strategies to Land operator executives and manager. Conceptual model of business to business service quality was developed based on many researches related to B2B service literature. The model was tested through a factor analysis and regression analysis using SPSS 18.0 on 240 respondents, who work in travel agents. The results indicated that service quality of Land operator is positively correlated to Land operators brand equity. And the Brand equity is positively correlated to customer loyalty. Finally, implication for executives and managers of Land operator are discussed.