DOI QR코드

DOI QR Code

The Impact of Travel Agency's Website Quality on Customer Satisfaction and Repurchase Intention

여행사 웹사이트 품질이 고객만족과 재구매 의도에 미치는 영향

  • Kim, Seung Lee (Dept. of Airline Service, Honam University) ;
  • In, Ok Nam (Dept. of Airline Service, Kwang-ju Women's University)
  • 김승리 (호남대학교 항공서비스학과) ;
  • 인옥남 (광주여자대학교 항공서비스학과)
  • Received : 2013.04.10
  • Accepted : 2013.04.27
  • Published : 2013.05.31

Abstract

The Internet website has become an effective marketing vehicle for travel agencies. The objective of this study is to examine theoretical relationships between travel agency's website quality, customer satisfaction, and repurchase intention. Usable data was obtained from the 373 respondents using travel agency's website within one year. Hypotheses are tested using structural equation modeling. The results indicate that travel agency's website quality has an effect on customer satisfaction as well as repurchase intention. The impact of information quality on customer satisfaction and repurchase intention is the most important factor, followed by service quality and design quality among the factors of the quality of a travel agency's website.

본 연구는 여행사 웹사이트 품질, 고객만족, 그리고 재구매 의도 간 영향관계를 파악하는데 목적이 있다. 이러한 목적을 달성하기 위해 최근 일 년 이내 여행사의 웹사이트를 통해 여행상품을 구입한 경험이 있는 소비자들을 대상으로 온라인 설문조사를 실시하였다. 구조방정식 모형의 결과는 여행사 웹사이트의 디자인 품질, 서비스품질, 그리고 정보 품질은 고객만족 및 재구매 의도에 통계적으로 유의한 영향을 가지는 것으로 증명되었다. 한편 여행사 웹사이트의 품질의 구성요소 중 정보 품질이 고객만족과 재구매 의도에 가장 중요한 요소로 밝혀졌으며, 다음으로 서비스 품질, 디자인 품질 순으로 나타났다.

Keywords

References

  1. Lee, Y., and Kozar, K. A., "Investigating the Effect of Website Quality on e-Business Success: An Analytic Hierarchy Process (AHP) Approach," Decision Support Systems, Vol. 42, pp. 1383-1401, 2006. https://doi.org/10.1016/j.dss.2005.11.005
  2. Korea Internet & Security Agency, "2010 Summary Report of Internet Utilization Patterns," 2010.9.
  3. Statistics Korea, "Annual and fourth quarter of 2011 of e-Commerce and Cybershopping Trend," 2012.
  4. McKnight, D. H., Choudhunry, V., and Kacmar, C., "The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: A Trust Building Model," Journal of Strategic Information Systems, Vol. 11, No. 3, pp. 297-323, 2002. https://doi.org/10.1016/S0963-8687(02)00020-3
  5. Mathwick, C., "Understanding the Online Consumer: A Typology of Online Relational Norms and Behavior," Journal of Interactive Marketing, Vol. 16, No. 1, pp. 40-55, 2002. https://doi.org/10.1002/dir.10003
  6. Eum, J., and Jeong, Y., "The Effects of the e-service Quality of Travel Agency on the Customer Satisfaction and Repurchase Intention," Journal of Tourism Management Research, Vol. 14, No. 3, pp. 117-140, 2010.
  7. Choi, Y. M., "Study on Providing of Web-based Optimized Conjoint Travel Goods Information," Tourism & Leisure Research, Vol. 14, No. 1, pp. 121-140, 2002.
  8. Liu, C., and Arnett, K. P., "Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce," Information Management, Vol. 38, No. 4, pp. 421-432, 2000.
  9. Aldwani, A. M., and Palvia, P. C., (2002). "Developing and Validating An Instrument for Measuring User-perceived Web Quality," Information and Management, Vol. 39, No. 6, pp.467-476, 2002. https://doi.org/10.1016/S0378-7206(01)00113-6
  10. Kim, K. J., Lee, K. D., and Kim, J. W., "The Effect of SCM and Online Word of Mouth of Internet Shopping Mall on Customer Satisfaction: An Intergrative Approach," The e-Business Studies, Vol. 8, No. 1, pp. 131-153, 2007. https://doi.org/10.15719/geba.8.2.200706.131
  11. Parasuraman, A., Valarie, A. Z., and Leonard, L. B., "SEVRVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, Vol. 64, No. 1, pp. 12-40, 1988.
  12. Jarvenpaa, S. L., and Todd, P. A., "Consumer Reactions to Electronic Shopping on the World Wide Web," International Journal of Electronic Commerce, Vol. 1, No. 2, pp. 49-88, 1997. https://doi.org/10.1080/10864415.1997.11518295
  13. DeLone, W. H., and McLean, E. R., "Information Systems Success: The Quest for the Dependent Variable," Information Systems Research, Vol. 3, No. 1, pp. 60-92, 1992. https://doi.org/10.1287/isre.3.1.60
  14. DeLone, W. H., and McLean, E. R., "The DeLone and MeLean Model of Information Systems Success: A Ten-Year Update," Journal of Management Information Systems, Vol. 19, No. 4, pp. 9-30, 2003. https://doi.org/10.1080/07421222.2003.11045748
  15. Kim, S, H., Kim, Y. I., and S대, Y. E., " A Study on Customer Satisfaction of e-Commerce Users in Travel Agency Websites-Technology Acceptance Model Approach-," Korean Journal of Hotel Administration, Vol. 18, No. 2, pp. 151-166, 2009.
  16. Ahn, T., Ryu, S., and Han, I., "The Impact of the Online and Offline Features on the User Acceptance of Internet Shopping Malls," Electronic Commerce Research and Applications, Vol.3, No.4, pp. 405-420, 2004. https://doi.org/10.1016/j.elerap.2004.05.001
  17. Suh, W. J., Seo, C. S., and Su, Z. L., "An Empirical Study on the Mediation Effects of Satisfaction and Trust between Quality and Purchasing Intention in Chinese Internet Shopping Malls," The e-Business Studies, Vol. 8, No. 2, pp. 33-59, 2007. https://doi.org/10.15719/geba.8.2.200706.33
  18. O'Connor, P., and Murphy, J., "Research on Information Technology in the Hospitality Industry," International Journal of Hospitality Management, Vol. 23, No. 5, pp. 473-484, 2004. https://doi.org/10.1016/j.ijhm.2004.10.002
  19. Greg, G., "How Online Travel Companies Can Turn Clicks into Bookings," Journal of Vacation Marketing, Vol. 10, No. 1, pp. 79-86, 2003.
  20. Son, D. H., and Lim, S. Y., " Research towards the Relationship between the User Characteristics and the Design Factors of Internet Shopping Mall," Journal of the Korean Institute of Industrial Engineers, Vol, 14, No. 1, pp. 84-94, 2001.
  21. Kim, J. I., " The Influence of Website Character on Customer's Interest in Travel Products in Travel Agency's Electronic Commerce," Keimyung University,2003.
  22. Park, S. C., Lee, W. J., and Kim, J. U., " Effects of Website Quality on Transaction Intentions in Internet Shopping": An Empirical Analysis of Mediating Effects on Trust and Satisfaction," Management Science, Vol. 21, No, 2, pp. 123-143, 2004.
  23. Bai, B., Law, R., and Wen, I., "The Impact of Website Quality on Customer Satisfaction and Purchase Intentions: Evidence from Chinese Online Visitors," International Journal of Hospitality Management, Vol. 27, No. 3, pp. 391-402, 2008. https://doi.org/10.1016/j.ijhm.2007.10.008
  24. Oh, J. E., " The Influence of Website Quality and Social Influence on Customers' Repurchase Intention of Internet Travel Products: Focusing on Mediating Role of Online Hedonic and Utilitarian Values in Internet Shopping," Journal of Tourism Sciences, Vol. 32, No. 5, pp. 357-380, 2008.
  25. Oliver, R. L., "Effects of Expectation and Disconfirmation on Post-Exposure Product Evaluations: An Alternative Interpretation," Journal of Applied Psychology, Vol. 62, No. 4, pp. 480-496, 1977. https://doi.org/10.1037/0021-9010.62.4.480
  26. Oliver, R. L., "Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions," Journal of Marketing Research, Vol. 17, No. 4, pp. 460-469, 1980. https://doi.org/10.2307/3150499
  27. Oliver, R. L., "Measurement and Evaluation of Satisfaction Process in Retail Setting," Journal of Retailing, Vol. 57, No. 3, pp. 25-48, 1981.
  28. Cho, S, H., " A Study Satisfaction of Resort Tourist," Kyonggi University, 2005.
  29. Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
  30. Cronin. J. J., Brady, M. K., and Hult, G. T. M., "Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioural Intentions in Service Environments," Journal of Retailing, Vol. 76, No. 2, pp. 193-218, 2000. https://doi.org/10.1016/S0022-4359(00)00028-2
  31. Woodruff, R. B., (1997). "Customer Value: The Next Source for Competitive Advantage," Journal of the Academy of Marketing Science, Vol. 25, No. 2, pp. 139-153, 1997. https://doi.org/10.1007/BF02894350
  32. Anderson, E., Fornell, C., and Lehmann, D., "Customer Satisfaction, Market Share and Profitability: Findings from Sweden," Journal of Marketing, Vol. 58, No. 3, pp. 53-66, 1994.
  33. Chen, C., "Investigating Structural Relationships between Service Quality, Perceived Value, Satisfaction, and Behavioral Intentions for Air Passengers: Evidence from Taiwan," Transportation Research Part A: Police and Practice, Vol. 42, No. 4, pp. 709-717, 2008. https://doi.org/10.1016/j.tra.2008.01.007
  34. Jeong, B. D., " The Effects of Service Quality in Website of Travel Agency on Repurchase Intention," The e-Business Studies, Vol. 11, No. 2, pp. 131-148, 2010. https://doi.org/10.15719/geba.11.2.201006.131
  35. Yoon, J. H., Choi, S. Y., Park, J. O., and Kim, C. G., " Effect of Internet Service Quality of Travel Agency on Customer Satisfaction and Loyalty," Journal of Tourism Research, Vol. 20, No, 2, pp. 201-216, 2006
  36. Seo, W. M., Hwang, J. I., and Koo, B. K., " Impact of Purchase Behavior and Customer Satisfaction on Travel Agency Internet Marketing-Focusing on Daejun Area-," Korean Journal of Tourism Research, Vol. 35, No. 6, pp. 297-314, 2012
  37. Kim, K. S., and Li, Y. Q., " The Relationships between a Travel Agency's Service Quality, Satisfaction, and Repurchase Intentions: A Sample of Travelers in China," Journal of Tourism Sciences, Vol. 35, No. 6, pp. 297-314, 2011.
  38. Taylor, A., and Cronin, J. J. Jr., "Model Patient Satisfaction and Service Quality," Journal of Health Care Marketing, Vol. 14, No. 1, pp. 34-44, 1994.
  39. Engel, J., and Blackwell, R., Consumer Behavior, The Dryden Press, New York, 1986.
  40. Szymanski, D. M., and Henard, D. H., "Customer Satisfaction: A Meta-Analysis of the Empirical Evidence," Journal of Academy of Marketing Science, Vol. 29, No. 1, pp. 16-35, 2001. https://doi.org/10.1177/0092070301291002
  41. Garbarino, E., and Johnson, M. S., "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationship," Journal of Marketing, Vol. 63, No. April, pp. 70-87, 1999. https://doi.org/10.2307/1251946
  42. Kim, H. S., " An Empirical Study on the Partnership Types and Performance of Logistics Outsourcing,"Journal of Korea Trade, Vol, 32. No. 4, pp. 221-239, 2007.
  43. Reichheld, F., and Sasses, W., "Zero Defection: Quality Comes to service," Harvard Business Review, Vol. 68, No. Sep-Oct, pp. 105-111, 1990.
  44. Baty, J. B., and Lee, R. M., "Intershop: Enhancing the Vender/Customer Dialectic in Electroinc Shopping," Journal of Management Systems, Vol. 11, No. 4, pp. 9-31, 1995.
  45. Misic, M., and Johnson, K., "Benchmarking: A Tool for Web Site Evaluation and Improvement," Internet Research, Vol. 9, No. 5, pp. 383-392, 1999. https://doi.org/10.1108/10662249910297787
  46. Wang, Y. S. and Liao, Y. W., "The Conceptualization and Measurement of Commerce User Satisfaction," Computers in Human Behavior, Vol. 23, No. 1, pp. 381-398, 2007. https://doi.org/10.1016/j.chb.2004.10.017
  47. Kim, H. B., Kim, T. G., and Shin, S. W., "Modeling Roles of Subjective Norms and eTrust in Customers' Acceptance of Airline B2C eCommerce Websites," Tourism Management, Vol. 30, No. 2, pp. 266-277, 2009. https://doi.org/10.1016/j.tourman.2008.07.001
  48. Patterson, P. G., and Spreng, R. A., "Modelling the Relationship between Perceived Value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An Empirical Examination," International Journal of Service Industry Management, Vol. 8, No. 5, pp. 414-434, 1997. https://doi.org/10.1108/09564239710189835
  49. Gallarza, M. G., and Saura, J. G., "Value Dimensions, Perceived Value, Satisfaction and Loyalty: An Investigation of University Students' Travel Behavior," Tourism Management, Vol. 27, No. 3, pp. 437-452, 2006. https://doi.org/10.1016/j.tourman.2004.12.002
  50. Chen, Z. X., Shi, Y. Z., and Dong, D. H., "An Empirical Study of Relationship Quality in a Service Setting: A Chinese Case," Marketing Intelligence & Planning, Vol. 26, No. 1, pp. 11-25, 2008. https://doi.org/10.1108/02634500810847129
  51. Kim, D. H., and Joo, S. H., "A Comparative Study on Department Stores.,"Korean Production & Operations Management Society, Vol. 19, No. 2, pp. 28-50, 2008.