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http://dx.doi.org/10.7851/ksrp.2016.22.2.131

Impact of the Service Quality of Horseback Riding Experience on Customer Satisfaction and Loyalty - In Case of Jangsu Horse Riding Experience Course -  

Jeong, Mi Sun (Jangsu county)
Cha, Ji Eun (General Graduate School, Chonbuk National University)
Jang, Dong-Heon (Dept. of Agricultural Economics, Chonbuk National University)
Publication Information
Journal of Korean Society of Rural Planning / v.22, no.2, 2016 , pp. 131-140 More about this Journal
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
Horseback Riding Experience; Service Quality; Customer Satisfaction and Loyalty;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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