여행사 e-서비스품질이 고객만족과 재구매의도에 미치는 영향

The Effects of The e-Service Quality of Travel Agency on The Customer Satisfaction and Repurchase Intention

This study aims to examine the effect of the e-service quality of travel agency on the customer satisfaction and repurchase intention. To achieve the purpose, the questionnaires, total 350, were distributed for about 2 months to users who have experienced visiting website of travel agency and purchasing the travel product, but finally 234 valid samples were analyzed by SPSS for Window Ver.17.0. The following results were obtained. First, the four factors, 'efficiency', 'fulfillment', 'system availability' and 'privacy', were drawn by factor analysis for the e-service quality of travel agency scale. Except the 'fulfillment', other factors effected on customer satisfaction. Second, the customer satisfaction with using website of travel agency effected in repurchase intention. It means that travel agency is able to put the e-service to attract the patronage effectively. Third, only two factors in e-service quality, 'efficiency' and 'system availability', effected on repurchase intention. Directions for further research on e-service quality of travel agency are offered. Managerial implications stemming from the empirical findings about this study are also discussed.