여행업 서비스 품질에 관한 연구

A Study about Travel Agency of SERVQUAL: Focusing on the korea and thailand travel tourist

In order to sell any high-quality travel packages, managers of travel agencies need to clearly understand what customers would consider most importantly and what they would demand as well while they, the managers, try to do their best to provide their customers with the most satisfactory services. That was the reason for why the concerned study was initiated from the first place, and the results of the study are summarized as follows. First, in terms of SERVQUAL of the travel industry, four factors as a product factor, a process factor, a service factor and a travel agency factor were extracted. Second, a structural equation for how the SERVQUAL factors of the travel industry affect the product quality loyalty turned out to be =507.193, p<0.001, and while GFI 0.885, AGFI 0.856, RMR and RMSEA were considered as 0.041 and 0.059, the research model was understood to be highly appropriate in general. Third, according to the results of hypothesis testing, of all those SERVQUAL factors of the travel industry, the travel agency factor which would include the image, the reputation and the location as sub-factors and the other dominant factor, the process factors, with the reservation convenience, the progress of travel itinerary, the interest in customer’s complaints, how passionate a travel agency is about fulfilling demands of customer, the physically safe service and the transparent payment method included as sub-factors were considered to have a significant relation with the general satisfaction. Fourth, the study conducted an analysis on path model between the factors of two countries, and the results reported that in case of Thailand, of the SERVQUAL factors of the travel industry, only the reservation convenience, the progress of travel itinerary, the interest in customer’s complaints, how passionate a travel agency is about fulfilling demands of customer, the physically safe service and the transparent payment method were confirmed to be significantly related to the general satisfaction.