여행사의 고객만족 결정요인에 관한 연구:구매 프로세스를 중심으로

Abstract

This study is to investigate customer satisfaction with purchase process of travel agencies given the rapid development of the tourism industry. Literature review proposed three antecedents and consequences and a survey collected 333 usable responses which have been used for analyses. As a result, channel attractiveness, contents quality, and ordering process quality have been found to influence satisfaction. Customer loyalty as positive response and complaints as negative response were presented as the consequences of customer satisfaction with purchase process in travel agencies. The key findings and the variables of this research can provide practitioners who are absorbed in developing new tour packages with implications for competitive strategies to improve customer satisfaction and keep long-term customer relationships by purchase process management.