서비스 유형별 서비스품질이 여행자만족과 재구매의도에 미치는 영향

The Effects of three dimensions of service quality on tourist satisfaction and repurchase intentions by the service types of travel agency

The objective of this study is to provide marketers at travel agencies with the seminal significances that can carry out successfully business strategies by examining the favorable dimensionality on service quality perceptions among the groups categorized by service types of travel agency. This study adopted a three-dimensional model of service quality to measure a conceptualization of service quality such as integrated online services and offline services: interaction quality, outcome quality, physical environment quality. Data were conducted by using questionnaires from 362 travelers. The results indicated that First, the most favorable dimension of service quality perceived by tourists was confirmed by outcome quality in common. Second, physical environment quality and outcome quality had a significant influence on tourist satisfaction for travelers in both travel agency focused on offline services and travel agency focused on online services. Third, interaction quality and outcome quality had a significant influence on tourist satisfaction for travelers in composite agency served online and offline services together. finally, tourist satisfaction had significant influence on the intention to repurchase.