철도관광 모바일 앱 서비스품질이 고객 행동에 미치는 영향 : 고객만족과 재이용의도 중심으로

The Impact of Railway Tourism Mobile App Service Quality on Customer Behavior: Focusing on Customer Satisfaction and Reuse Intention

Purpose: As part of the ongoing research on the mobile tourism industry, the purpose of this study was to identify the satisfaction and purchasing behavior of users of the Korail Tourism Development tourism product app, a public corporation specializing in rail tourism, and to seek countermeasures in response to the recent growth of the smartphone mobile tourism app market. Research design, data and methodology: A total of 288 questionnaires were used for the analysis, excluding the missing ones, out of 300 questionnaires collected after the online survey was conducted for five weeks from October 21 to November 30, 2024 for customers who used the mobile app of Korail Tourism Development's tourism products. The statistical program SPSS 22.0 was used to analyze the reliability and validity of the measurement items and the correlation between each variable through exploratory factor analysis. Results: Among the components of service quality of railroad tourism mobile apps, informativeness, convenience, responsiveness, and reliability were found to have a significant effect on customer satisfaction, but functionality and accessibility had no statistically significant effect. In addition, customer satisfaction with railroad tourism mobile apps was found to have an effect on reuse intention. Conclusions: Based on the results of this study, we propose implications for establishing a strategy for sustainable management of KORAIL Tourism Development, a public corporation specializing in rail tourism. Theoretically, it laid the foundation for the study of mobile app service quality in the field of railroad tourism, and practically, it was concluded that railroad tourism mobile apps should be developed to be easy and convenient to use, and that accurate information of travel products and stable services should be provided when using the app.