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여행사 e-서비스품질이 고객만족과 재구매의도에 미치는 영향
엄준영 ( June Young Eum ),정유준 ( Yu Jun Jeong ) 관광경영학회 2010 관광경영연구 Vol.44 No.-
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.
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여행사 e-서비스품질, 고객만족, 재구매의도 간의 관계에서 고객만족의 매개효과 및 e-서비스회복품질의 조절효과 검증
엄준영(June Young Eum),정유준(Yu Jun Jeong) 한국관광연구학회 2011 관광연구저널 Vol.25 No.5
e-Service quality is gradually more important in this I.T. generation. The most of people are using the internet for searching information and buying products. Especially, the number of customers buying products on the internet is growing up. Statistics Korea(2007) said traveling service transactions are the briskest on online. This means that travel agencies can attract many customers to them using web site if they are using it usefully. However, we lack an understanding of e-service of travel agency. Therefore, we need to understand e-service quality of travel agency well, providing via web site, to improve the customer`s satisfaction and repurchase intention. Moreover, we have to consider e-service recovery quality to cope with a service failure and prevent from losing customers. So, this study aims to examine the mediating effect of customer satisfaction on the relation between e-service quality and repurchase intention and the moderating effect of e-service recovery quality on the relation between e-service quality and customer satisfaction for better understanding e-service quality of travel agency. To achieve these objectives, the questionaries, total 650, were distributed for about 3 months, but finally 131 valid samples for this study were analyzed by SPSS Ver.17. This study found the mediating effect of customer satisfaction and moderating effect of e-service recovery quality on the relations proposed in this study. Directions for further research and managerial implications stemming from the empirical findings about this study are discussed.
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안운석,엄준영 남서울대학교 2001 남서울대학교 논문집 Vol.7 No.-
The rapidly change of business environments have been required new trade channels as a electronic commmerce(EC) in recent times. The EC is expanded to every part of trade channels in order to achieve goals such as cost-down, quality upgrade, and speed-up of service delivery. In this aspect, internet provides chances like worldwide network, feasible share of information, and low price, and has great influence on the growth and development of EC. This paper discussed to provide a comprehensive coverage of the concept of EC and EC service quality. In addition, this study empirically analyze relations between service quality of EC and CS, and their Repurchase intention and Demographic charcteristics. This means that research enables a marketing manager to take the meaning of comparative weight among the components of EC service quality, and to provide very useful information to establish marketing strategies which are close to the consumers.
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