Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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The Influence of Customer-to-Customer Interaction and Customer Homogeneity on Customer Satisfaction in Tourism Service:in Terms of Moderating Effect of Service Provider's Arbitration
- Journal of Tourism Sciences
- Abbr : JTS
- 2013, 37(4), pp.233-256
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Minjung Hong 1, Cho, Yong-hyun 1
1세종대학교
Accredited
ABSTRACT
The purpose of this study is to identify the detailed factors that form customer-to-customer interaction that occurs during tourism service, and examine the relationship between customer-to-customer interaction, customer homogeneity and customer satisfaction. The research was carried out to investigate Korean tourists traveling abroad on package tours. As a result, customer-to-customer interaction was broken down into five behavioral factors which include discourteous, biased, ostentatious, externally unpleasant, and sociable behavior. The results showed that Sociable behavior had a positive influence on customer satisfaction, whereas discourteous, biased and ostentatious behavior displayed negative influence on customer satisfaction Customer homogeneity in social status, intellectual level, preference for optional tour items and marital status had a positive influence on customer satisfaction. Finally, the effect of biased and ostentatious behavior on customer satisfaction showed changes according to the level of arbitration by the tour guide, which proves the validity of the moderating effect. Based on the empirical analysis results, academic and practical implications are proposed.
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