여행사 e서비스품질이 만족과 재이용의도에 미치는 영향 연구

A Study on the Effect of Satisfaction and Reuse of e-service Quality of Travel Agency

Through a study of the impact of reuse and tourist satisfaction with travel agencies, e-service quality of travel agencies was set to provide substantial travel agency marketing strategy based on the basis of the following research purposes. In this study, through coding of the questionnaire data, statistical data processing was carried out using SPSS ver18.0 set at 5% level of significance. The analytical tools are as follows. First, the sample of demographic factcirs and travel status for frequency analysis was performed to calculate the frequency and percentage. Second, in order to verify the validity of measured variables, factor analysis was carried out, and in order to verify the reliability value, Cronbach’s Alpha was used. Third, for effect relationship analysis to verify the hypothesis, the multiple regression analysis was performed. Hypothesis 1 was adopted e-part of the efficiency, adequacy, and quality of service, availability of the tourist satisfaction had a positive effect (+), but have no influence, and security. Hypothesis 2 was adopted : the e-service quality, efficiency, adequacy, availability, security, reuse all travel agents affecting the positive(+) effect. Hypothesis 3, the satisfaction if tourist travel agency reuse affects the positive(+) was adopted.