관광산업의 서비스품질과 고객세분화에 관한 연구

An Empirical Study on Perceived Service Quality and Customer Segmentation of Korean Tourism Industry

In today’s business environment both the presence and quality of services are receiving management attention. Especially, service quality has been recognized as an indispensable factor for services which are to fulfill customer expectations. Therefore, understanding the role of service quality is critical for competitive advantage and success of service firms. The purpose of this study is to show that 1) The perceived service quality of korean tourism industry consist of 5 factors of PZB, 2) The impacts of the factors of service quality on the performance, 3) the service quality factors reveal significant difference in customer segmentation (using gender, age, income and etc). The object of this field study is guests using tourism industry(domestic or foreign airline, hotel, tour company) being extracted through convenience sampling. For empirical data for this field study, 500 customer are sampled and surveyed. And the valid questionnaires being recollected totaled to 349. The factor analysis, regression analysis, ANOVA, T-test, frequency analysis were used for the data analysis. The results of this study indicate that the service quality of korean tourism industry is consisted of 5 factors and the performance of firms is determined by service quality factors positively. These results also indicate that the key elements play a major role in the performance of Korean Tourism Industry. Theoretical and Practical implications of these results were discussed in the empirical test.