여행부문 : 랜드오퍼레이터의 서비스품질에 관한 연구 = A Study on Service Quality of Land Operator

다국어 초록 (Multilingual Abstract)

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.