여행사 서비스 질과 여성고객 충성도 분석

A Study on Service Quality of Tour Agents and Women’s Customer Loyalty

This study of research are to identify causalities among reliability, repeat, women’s customer satisfaction and women’s customer loyalty in travel products and to identify the factors by which reliability and repeat are influenced. However, this research is different from the previous ones in the sense that both reliability and repeat are considered in the study of the relationship between women’s customer satisfaction/loyalty and reliability/repeat in travel products. Conclusively, customer satisfaction and loyalty are positively related not with the reliability but with the repeat. Besides, women’s customer loyalty is significantly influenced by the reliability, repeat and the customer satisfaction. This indicates that companies in the tour agents have to develop a segmentation strategy for the reliability which is more socially and ethically allowable than the repeat.