여행도매업체에 대한 여행소매업체의 지각된 서비스품질이 만족과 충성도에 미치는 영향

The Effects of Perceived Service Quality on Tour Retailers' on Customer Satisfaction and loyalty to Tour Wholesalers

This study is to examine the reciprocal relationship between a tour retailers’ perceived service quality, customer satisfaction, and loyalty. Author proposes a multidimensional model of service quality, in which customers' perceptions of service quality of travel agencies consists of three primary dimensions: interaction, core, assistance, all of which are defined by 11 sub-dimensions. I considered 5 hypotheses. Of the five, three were accepted. The summary of results is as follows; first, the interaction and core qualities had a direct effect on the tour retailers’ satisfaction and an indirect effect on loyalty; second, the retailers’ satisfaction had a positive effect on loyalty; third, the core quality was the most important factor affecting customer satisfaction.