Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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Impact of the Service Quality of Horseback Riding Experience on Customer Satisfaction and Loyalty - In Case of Jangsu Horse Riding Experience Course -

승마체험의 서비스품질이 고객만족, 고객충성도에 미치는 영향 - 장수승마체험장을 사례로 -

  • Received : 2016.03.17
  • Accepted : 2016.05.28
  • Published : 2016.05.30
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Abstract

This study examined effects of service quality, reliability, responsiveness, assurance, tangibles and empathy on customer satisfaction and customer loyalty by surveying users of Jangsu Horse Riding Experience Course at a time that an interest in horseback riding experience increases. Hypothesis was tested by conducting frequency analysis and regression analysis. It was found that for service quality and customer satisfaction of horse riding experience which is hypothesis 1, all dimensions except empathy were significant. It was revealed that hypothesis 2 which customer satisfaction will have a significant influence on customer loyalty is significant. It was found that hypothesis 3 which service quality will have an influence on customer loyalty is significant except assurance of service quality. Findings of this study suggest that empathy in customer satisfaction and assurance in customer satisfaction should be improved.

Keywords

References

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