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http://dx.doi.org/10.5762/KAIS.2017.18.2.102

Study on the Influence of Service of Service Quality on Customer Loyalty of the Tourist Industry Event  

Park, Ji Soo (Hotel & Tourism Distribution Management, HYUPSUNG UNIVERSITY)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.2, 2017 , pp. 102-115 More about this Journal
Abstract
This study, focused on customers of tourist industry events, aims to examine the influence of service quality on customer satisfaction and customer loyalty. The overall explanatory power ($R^2$) on the dependent variable 'customer satisfaction' in relation to service quality was found to be 47.1%, and the overall explanatory power($R^2$) on the dependent variable 'customer loyalty' in relation to service quality was 36.6%. The F-test, which was conducted to determine the statistical significance of the above regression equation, showed a value of 157.599, thus confirming the statistical significance of the regression equation on how service quality affects customer loyalty. The t-test, was conducted to determine the statistically significant variables of service quality of tourism industry events (t=5.359, p= .000). Furthermore, the analysis showed that customer satisfaction had a positive (+) influence on customer loyalty (t=12.554, p= .000). Therefore the hypothesis that the quality of service affects customer satisfaction and loyalty was supported. As a result, it was found that the higher the level of service quality, tangibility, reliability, responsiveness, confidence empathy, and event quality, the higher the customer satisfaction level.
Keywords
Service quality; Customer satisfaction; Customer loyalty; Tourist industry event;
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