Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Effect of Scuba Diving Resort Service Quality on Customer Satisfaction and Revisit Intention: Focusing on the Moderating Effect of Perceived Risk Attributes

스쿠버다이빙 리조트의 서비스 품질이 고객만족 및 재방문 의도에 미치는 영향: 위험지각속성의 조절효과를 중심으로

  • Sung, Yun Bom (College of Business Administration, Myongji University) ;
  • Noh, Yonghwi (College of Business Administration, Myongji University)
  • Received : 2023.10.31
  • Accepted : 2023.11.27
  • Published : 2023.12.31
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Abstract

Purpose: This study investigates the effects of scuba diving resort service quality on customer satisfaction and revisit intention, considering the moderating effects of perceived risk by scuba divers such as individual, social, and physical risks. Methods: This study surveyed scuba divers using scuba diving resorts in South Korea. The data were analyzed using multi-regression and hierarchical regression analysis. Results: The results of this study are as follows; all five service quality dimensions (tangibles, reliability, responsiveness, assurance, and empathy) significantly affected customer satisfaction and customer satisfaction also affected revisit intention. However, no moderating effect by perceived risk were observed between customer satisfaction and revisit intention. The cause of these results is believed to be the nature of scuba diving as a adventure sport. Conclusion: These results implies that scuba divers' purchase action can be different from the general service users from the perspective of perceived risk. Considering the uniqueness of adventure sports of scuba diving, the managers of scuba diving resorts need to act actively paying attention to all dimensions of service quality, and customer satisfaction.

Keywords

References

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