The Relationships between a Travel Agency‘s Service Quality, Satisfaction, and Repurchase Intentions: A Sample of Travelers in China

김경숙; 이염추

Planning a trip might be a complicated and stressful job. Many travelers, therefore, purchase the services of a travel agency to make their trip convenient, whether the trip is for leisure or business. This study analyzed the relationships between the travel agency's quality, satisfaction, and repurchasing intention among a select group of Chinese domestic travelers. Data were collected from 211 Chinese domestic travelers who purchased their travel options through a Chinese travel agency. Results of an analysis of variance showed that the respondents' evaluation on the travel agency's service quality significantly differed according to the respondents' demographic and purchasing characteristics, including occupation, education level, earnings, travel intention and travel times. Results also revealed that the respondents' evaluation on the travel agency's service quality was positively associated with their level of customer satisfaction. Finally, the results illustrated that the respondents' level of customers' satisfaction had a significant positive influence on their repurchase intentions.

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REFERENCES (34)
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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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[web] / 한국관광공사 / http://www.visitkorea.co.kr/

[web] / 중국국가여행국 / http://www.cnta.com/

[web] / 국가여행연구원 / http://www.ctaweb.org/

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