• Title/Summary/Keyword: Qual2E

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Basic Survey for Evaluation of Instream flow at Natural Recovery Reach (자연형 하천 복원구간의 하천유지유량 산정을 위한 기초조사)

  • Sea, Kyu-Woo;Woo, Sang-Hwan;Kim, Gwang-Seob
    • Journal of Wetlands Research
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    • v.3 no.2
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    • pp.119-131
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    • 2001
  • This study uses HEC-RAS for the quantitative aspects and the QUAL2E model for the qualitative aspects of the flow of urban streams, where the natural recovery system is applied. The instream flow of the small streams is estimated using the numerical model by verifying the existing data with the acquired data. The characteristics of the model reach place more weight on the drought discharge around the ordinary discharge, and this is caused by the natural recovery system that maintains the existing bank. The data of direct discharge to the sewage treatment plant through the inception pipe, BOD, DO, temperature, and so forth, are the official data from the department of environment. Considering the characteristics of small streams, the factors for the QUAL2E model are estimated with the focus on the hydraulic conditions and the stream view. This study proposes the future improvements for the natural recovery system by investigating the practical use of the waterfront and the application of the proper instream flow. Also, the hydraulic and hydrological investigation of the covering rate by the natural vegetation and the meandering by the varying river way is performed.

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A Study on the Development Limit of Cheongju Downtown based on Environmental Carrying Capacity (환경용량을 만족하는 청주시 도심지역의 개발한계 분석)

  • Lee, Seung-Chul;Ha, Sung-Ryong
    • Journal of Environmental Impact Assessment
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    • v.18 no.1
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    • pp.1-9
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    • 2009
  • Even though the center of Cheongju city needs redevelopment because of a doughnut phenomenon, it has to be permitted within the environmental carrying capacity like a target water quality proposed on the Total maximum daily loads(TMDL) of Musim and Miho river watersheds. The aim of in this study is to identify the limit of redeveloping Cheongju downtown after analyzing its environmental carrying capacity using QUAL2E model. As a result of modeling various scenarios, the water quality of Musin river was shown that $BOD_5$ is 2.3mg/L which is the target water quality in the double of existing development plan of the Cheongju downtown. The water quality of Miho river was $BOD_5$ 3.97mg/L which is less than the target water quality of Miho B watershed in the same condition. Therefore, this means that the limit of redevelopment within the environmental carrying capacity of cheongju downtown was estimated to be the double of existing development plan.

Study on Allocation of Pollution Discharges by Watersheds and Administrative Regions with Pollution Sources for the TMDL (Total Maximum Daily Load) in Tamjin River (탐진강의 총량규제를 위한 오염원별 수계${cdot}$행정구역 허용부하량과 삭감부하량 할당에 관한 연구)

  • Hwang Kum-Lok;Hwang Dae-Ho;Paik Do-Hyeon;Lee Hong-Keun
    • Journal of Environmental Health Sciences
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    • v.30 no.5 s.81
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    • pp.449-454
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    • 2004
  • This study is to calculate Allocation of Pollution Discharges by administrative region for the TMDL (Total Maximum Daily Load) on Tamjin River. TMDL has the water quality target and value ($BOD_5$, 1 ppm) and is calculated by the QUAL2E model. The expected TMDL for Tamjin River is 1,532,360 kg/day. The calculation showed that the main pollutants are due to the non-point sources in Tamjin River and the aqua-farms are another important sources near the bay. And sources from population and livestock should be reduced, especially aqua-farm source should be managed and eliminated first which is over 14,000 ton/day.

Water Quality Forecasting of the River Applying Ensemble Streamflow Prediction (앙상블 유출 예측기법을 적용한 하천 수질 예측)

  • Ahn, Jung Min;Ryoo, Kyong Sik;Lyu, Siwan;Lee, Sang Jin
    • Journal of Korean Society on Water Environment
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    • v.28 no.3
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    • pp.359-366
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    • 2012
  • Accurate predictions about the water quality of a river have great importance in identifying in-stream flow and water supply requirements and solving relevant environmental problems. In this study, the effect of water release from upstream dam on the downstream water quality has been investigated by applying a hydological model combined with QUAL2E to Geum River basin. The ESP (Ensemble Stream Prediction) method, which has been validated and verified by lots of researchers, was used to predict reservoir and tributary inflow. The input parameters for a combined model to predict both hydrological characteristics and water quality were identified and optimized. In order to verify the model performance, the simulated result at Gongju station, located at the downstream from Daecheong Dam, has been compared with measured data in 2008. As a result, it was found that the proposed model simulates well the values of BOD, T-N, and T-P with an acceptable reliability.

Water Quality Impact Assessment Due to Dredging in the Downstream of the Nakdong River (낙동강 하류부에서의 오니준설에 따른 수질영향 분석)

  • Cho, Hong-Je;Han, Kun-Yeun;Kim, Sang-Ho
    • Water for future
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    • v.29 no.3
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    • pp.177-186
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    • 1996
  • QUAL2E model was applied to assess the water quality variations due to dredging of the bottom deposit in the downstream of the Nakdong River. A variedflow analysis was performed for the reach of Namji to Nakdong Estuary to estimate the hydraulic parameters. BFGS (Broyden-Fletcher-Goldfarb-Shanno) method was applied to determine the optimum reaction parameters and model verrification was performed based on these. Water quality modeling of dredging effects for BOD and DO in the reach was performed under low and average flow conditions and alternatives. It revealed that dredging had significant effedcts on the improvement of water quality in the reach.

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A Study of Optimal Operation of Sewage Treatment Plants Using NLP (비선형계획법을 이용한 수도권 하수처리장의 최적운영에 관한 연구)

  • 김중훈;윤용남
    • Water for future
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    • v.29 no.4
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    • pp.131-138
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    • 1996
  • The objective of this study is to develop an optimal operation model for the sewage treatment plants using nonlinear programming (NLP) technique and the QUAL2E model. The model finds the minimum-cost operation of sewage treatment plants while satisfying all design constraints and water quality (BOD) standard. The model is applied to four sewage treatment plants in Han River for the city of Seoul. It has been found that optimal operation schedule for the sewage treatment plants can be computed and it is more economic to operate the plants according to the schedule which satisfies the water quality constraints in the river. In addition, the water quality in the river can be predicted using the model under the treatment policy.

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Analysis of quality improvement effects by construction of sewer systems in Nam River Basin (남강 상류유역의 하수도시설 확충으로 인한 하류 수계의 수질개선 효과 분석)

  • Joo, Jin-Gul;Lee, Jung-Ho;Kim, Joong-Hoon;Kim, Eung-Seok
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.9 no.3
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    • pp.771-778
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    • 2008
  • Effects of establishments of more sewer systems on water quality in Nam River, Deokchun River, and Jinyang Lake were analyzed for various scenarios using QUAL2E, WASP 7 water quality model. Three different scenarios were tested: 1) 20.8% of sewer diffusion rate which is same to the existing condition. 2) Expansion of sewer system to 65.2% which would emit less pollutants, BOD 2350.5 kg/d, TN 216.0 kg/d, TP 44.0kg/d. 3) Pollutants emission to maintain first grade water quality in Nam River, Jinyang Lake, BOD and TN in the case 2 were 7.69%, 2.10% lower than those in the case 1 in the Nam River. And in the Jinyang Lake, BOD, TN, and TP in the case 2 were 10.25%, 1.37%, 2.94% lower than those in the case 1. However the simulations showed that water quality could not hold down first grade water quality standard level with the establishments of more sewer systems. To satisfy the criteria in the Nam River and Jinyang Lake, BOD emission must be reduced 27.2%, 37.05% compared to those in the case 1.

Numerical Simulations of Water Quality in ManKyong River (QUAL-II E 모델에 의(依)한 만경강(萬頃江)의 수질예측(水質豫測))

  • Shim, Jae-Hwan;Choi, Moon-Sul
    • Korean Journal of Environmental Agriculture
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    • v.10 no.1
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    • pp.67-75
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    • 1991
  • The QUAL-II E Model was applied to predict the water quality of the Mankyong drainage System, and lead to following conclusion. 1. The difference between computed and measured BOD at the M-3 (Bakgugeong) station was within 10%, indicating that the application of the QUAL-IIE Model for the prediction of water quality was satisfactory thus far. 2. The application of the model states that the discharge of concentrated pollutants at the M-1 station on the Jeonju stream, located 41Km upstream from the estuary, causes the worst problems. The sluice which extends residence time and enlarges watery surface improves water quality by a Self-purification process at the M-3 station, 28km upstream from the estuary. 3. The accuracy of the model diminished when this model was applied on the estuary downstream of the sluice. Hence, the application of the model on the estuary needs to be used with caution. 4. Among the conputed water quality parameters, BOD is the worst problem. At the M-3 station, BOD is computed to be 26.6 mg/1 in 1996, 30.7 mg/1 in 2,001, 33.0 mg/l in 2006, and 37.5 mg/1 in 2011. When preventive measures against water pollution are not properly exercised, severe problems in irrigation and water resources are expected. This study will be of used in the selection of irrigation water intake points, the criteria of effluent treatment, the management of water resources, and the establishment of water quality managemont policy.

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Application of QUAL2E Model for Water Quality Management in the Keum River(I) -Estimation of Model input Parameter and Autochthonous BOD- (금강수계의 수질관리를 위한 QUAL2E 모델의 적용(I) -모델입력인자 산정 및 자생BOD 평가-)

  • 김종구;이지연
    • Journal of Environmental Science International
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    • v.10 no.2
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    • pp.119-127
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    • 2001
  • The Keum river is one of the important river in Korea and has a drainage area of 9,873$\textrm{km}^2$. The Keum river is deepening pollution state due to development of the lower city and construction of a industrial complex. The water quality of the Keum river come to eutrophication state and belong to III grade of water quality standard. The concentration BOD in river is affected by the organic loading from a tributary and the algae biomass that largely happen to under eutrophication state. In the eutrophic water mass such as the Keum river, the autochthonous BOD was very important part for making a decision of water quality management, because it was accounted for majority of the total BOD. The purpose of this study was to survey the chatacteristics of water quality in summer and to estimate reaction coefficient. Also, we studied to correlationship between chlorophyll a and BOD(COD) for estimation of the autochthonous BOD. The correlationship between chlorophyll a and BOD(COD) were obtained through the culture experiment of phytoplankton in the laboratory. The results of this study may be summarized as follows ; The characteristics of water quality in summer were belong to III~IV grade of water quality standard as BOD and nutritive condition is very high. The BOD, ammonia nitrogen and phosphate loadings in Miho stream which inflowing untreated sewage from Chungju city was occupied with 64.07%, 26.36%, 46.08%, respectively. Maximum nutrient uptake (Vmax) was 0.4400$\mu$M/hr as substrate of ammonia nitrogen, 0.1652$\mu$M/hr as substrate of phosphate. Maximum specific growth rate ($\mu$max) was 1.2525$hr^{-1}$ as substrate of ammonia nitrogen, 1.5177$hr^{-1}$ as substrate of phosphate. The correlation coefficient between chlorophyll a and BOD by the culture experiment were found to be 0.911~0.935 and 0.942~0.947 in the case adding nutrient and no adding nutrient, respectively. The correlation coefficient between chlorophyll a and COD through the culture experiment were found to be 0.918~0.977 and 0.880~0.931 in the case adding nutrient and no adding nutrient, respectively. The autochthonous BOD(COD) was estimated to the relationship between BOD(COD) and chlorophyll a. The regression equation were found to be autochthonous BOD=(0.045~0.073)${\times}chlorophyll$ a and autochthonous $COD=(0.137~0.182){\times}chlorophyll$ a.

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The Effects of Online Service Quality on Consumer Satisfaction and Loyalty Intention -About Booking and Issuing Air Tickets on Website- (온라인 서비스 품질이 고객만족 및 충성의도에 미치는 영향 -항공권 예약.발권 웹사이트를 중심으로-)

  • Park, Jong-Gee;Ko, Do-Eun;Lee, Seung-Chang
    • Journal of Distribution Research
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    • v.15 no.3
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    • pp.71-110
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    • 2010
  • 1. Introduction Today Internet is recognized as an important way for the transaction of products and services. According to the data surveyed by the National Statistical Office, the on-line transaction in 2007 for a year, 15.7656 trillion, shows a 17.1%(2.3060 trillion won) increase over last year, of these, the amount of B2C has been increased 12.0%(10.2258 trillion won). Like this, because the entry barrier of on-line market of Korea is low, many retailers could easily enter into the market. So the bigger its scale is, but on the other hand, the tougher its competition is. Particularly due to the Internet and innovation of IT, the existing market has been changed into the perfect competitive market(Srinivasan, Rolph & Kishore, 2002). In the early years of on-line business, they think that the main reason for success is a moderate price, they are awakened to its importance of on-line service quality with tough competition. If it's not sure whether customers can be provided with what they want, they can use the Web sites, perhaps they can trust their products that had been already bought or not, they have a doubt its viability(Parasuraman, Zeithaml & Malhotra, 2005). Customers can directly reserve and issue their air tickets irrespective of place and time at the Web sites of travel agencies or airlines, but its empirical studies about these Web sites for reserving and issuing air tickets are insufficient. Therefore this study goes on for following specific objects. First object is to measure service quality and service recovery of Web sites for reserving and issuing air tickets. Second is to look into whether above on-line service quality and on-line service recovery have an impact on overall service quality. Third is to seek for the relation with overall service quality and customer satisfaction, then this customer satisfaction and loyalty intention. 2. Theoretical Background 2.1 On-line Service Quality Barnes & Vidgen(2000; 2001a; 2001b; 2002) had invented the tool to measure Web sites' quality four times(called WebQual). The WebQual 1.0, Step one invented a measuring item for information quality based on QFD, and this had been verified by students of UK business school. The Web Qual 2.0, Step two invented for interaction quality, and had been judged by customers of on-line bookshop. The WebQual 3.0, Step three invented by consolidating the WebQual 1.0 for information quality and the WebQual2.0 for interactionquality. It includes 3-quality-dimension, information quality, interaction quality, site design, and had been assessed and confirmed by auction sites(e-bay, Amazon, QXL). Furtheron, through the former empirical studies, the authors changed sites quality into usability by judging that usability is a concept how customers interact with or perceive Web sites and It is used widely for accessing Web sites. By this process, WebQual 4.0 was invented, and is consist of 3-quality-dimension; information quality, interaction quality, usability, 22 items. However, because WebQual 4.0 is focusing on technical part, it's usable at the Website's design part, on the other hand, it's not usable at the Web site's pleasant experience part. Parasuraman, Zeithaml & Malhorta(2002; 2005) had invented the measure for measuring on-line service quality in 2002 and 2005. The study in 2002 divided on-line service quality into 5 dimensions. But these were not well-organized, so there needed to be studied again totally. So Parasuraman, Zeithaml & Malhorta(2005) re-worked out the study about on-line service quality measure base on 2002's study and invented E-S-QUAL. After they invented preliminary measure for on-line service quality, they made up a question for customers who had purchased at amazon.com and walmart.com and reassessed this measure. And they perfected an invention of E-S-QUAL consists of 4 dimensions, 22 items of efficiency, system availability, fulfillment, privacy. Efficiency measures assess to sites and usability and others, system availability measures accurate technical function of sites and others, fulfillment measures promptness of delivering products and sufficient goods and others and privacy measures the degree of protection of data about their customers and so on. 2.2 Service Recovery Service industries tend to minimize the losses by coping with service failure promptly. This responses of service providers to service failure mean service recovery(Kelly & Davis, 1994). Bitner(1990) went on his study from customers' view about service providers' behavior for customers to recognize their satisfaction/dissatisfaction at service point. According to them, to manage service failure successfully, exact recognition of service problem, an apology, sufficient description about service failure and some tangible compensation are important. Parasuraman, Zeithaml & Malhorta(2005) approached the service recovery from how to measure, rather than how to manage, and moved to on-line market not to off-line, then invented E-RecS-QUAL which is a measuring tool about on-line service recovery. 2.3 Customer Satisfaction The definition of customer satisfaction can be divided into two points of view. First, they approached customer satisfaction from outcome of comsumer. Howard & Sheth(1969) defined satisfaction as 'a cognitive condition feeling being rewarded properly or improperly for their sacrifice.' and Westbrook & Reilly(1983) also defined customer satisfaction/dissatisfaction as 'a psychological reaction to the behavior pattern of shopping and purchasing, the display condition of retail store, outcome of purchased goods and service as well as whole market.' Second, they approached customer satisfaction from process. Engel & Blackwell(1982) defined satisfaction as 'an assessment of a consistency in chosen alternative proposal and their belief they had with them.' Tse & Wilton(1988) defined customer satisfaction as 'a customers' reaction to discordance between advance expectation and ex post facto outcome.' That is, this point of view that customer satisfaction is process is the important factor that comparing and assessing process what they expect and outcome of consumer. Unlike outcome-oriented approach, process-oriented approach has many advantages. As process-oriented approach deals with customers' whole expenditure experience, it checks up main process by measuring one by one each factor which is essential role at each step. And this approach enables us to check perceptual/psychological process formed customer satisfaction. Because of these advantages, now many studies are adopting this process-oriented approach(Yi, 1995). 2.4 Loyalty Intention Loyalty has been studied by dividing into behavioral approaches, attitudinal approaches and complex approaches(Dekimpe et al., 1997). In the early years of study, they defined loyalty focusing on behavioral concept, behavioral approaches regard customer loyalty as "a tendency to purchase periodically within a certain period of time at specific retail store." But the loyalty of behavioral approaches focuses on only outcome of customer behavior, so there are someone to point the limits that customers' decision-making situation or process were neglected(Enis & Paul, 1970; Raj, 1982; Lee, 2002). So the attitudinal approaches were suggested. The attitudinal approaches consider loyalty contains all the cognitive, emotional, voluntary factors(Oliver, 1997), define the customer loyalty as "friendly behaviors for specific retail stores." However these attitudinal approaches can explain that how the customer loyalty form and change, but cannot say positively whether it is moved to real purchasing in the future or not. This is a kind of shortcoming(Oh, 1995). 3. Research Design 3.1 Research Model Based on the objects of this study, the research model derived is

    . 3.2 Hypotheses 3.2.1 The Hypothesis of On-line Service Quality and Overall Service Quality The relation between on-line service quality and overall service quality I-1. Efficiency of on-line service quality may have a significant effect on overall service quality. I-2. System availability of on-line service quality may have a significant effect on overall service quality. I-3. Fulfillment of on-line service quality may have a significant effect on overall service quality. I-4. Privacy of on-line service quality may have a significant effect on overall service quality. 3.2.2 The Hypothesis of On-line Service Recovery and Overall Service Quality The relation between on-line service recovery and overall service quality II-1. Responsiveness of on-line service recovery may have a significant effect on overall service quality. II-2. Compensation of on-line service recovery may have a significant effect on overall service quality. II-3. Contact of on-line service recovery may have a significant effect on overall service quality. 3.2.3 The Hypothesis of Overall Service Quality and Customer Satisfaction The relation between overall service quality and customer satisfaction III-1. Overall service quality may have a significant effect on customer satisfaction. 3.2.4 The Hypothesis of Customer Satisfaction and Loyalty Intention The relation between customer satisfaction and loyalty intention IV-1. Customer satisfaction may have a significant effect on loyalty intention. 3.2.5 The Hypothesis of a Mediation Variable Wolfinbarger & Gilly(2003) and Parasuraman, Zeithaml & Malhotra(2005) had made clear that each dimension of service quality has a significant effect on overall service quality. Add to this, the authors analyzed empirically that each dimension of on-line service quality has a positive effect on customer satisfaction. With that viewpoint, this study would examine if overall service quality mediates between on-line service quality and each dimension of customer satisfaction, keeping on looking into the relation between on-line service quality and overall service quality, overall service quality and customer satisfaction. And as this study understands that each dimension of on-line service recovery also has an effect on overall service quality, this would examine if overall service quality also mediates between on-line service recovery and each dimension of customer satisfaction. Therefore these hypotheses followed are set up to examine if overall service quality plays its role as the mediation variable. The relation between on-line service quality and customer satisfaction V-1. Overall service quality may mediate the effects of efficiency of on-line service quality on customer satisfaction. V-2. Overall service quality may mediate the effects of system availability of on-line service quality on customer satisfaction. V-3. Overall service quality may mediate the effects of fulfillment of on-line service quality on customer satisfaction. V-4. Overall service quality may mediate the effects of privacy of on-line service quality on customer satisfaction. The relation between on-line service recovery and customer satisfaction VI-1. Overall service quality may mediate the effects of responsiveness of on-line service recovery on customer satisfaction. VI-2. Overall service quality may mediate the effects of compensation of on-line service recovery on customer satisfaction. VI-3. Overall service quality may mediate the effects of contact of on-line service recovery on customer satisfaction. 4. Empirical Analysis 4.1 Research design and the characters of data This empirical study aimed at customers who ever purchased air ticket at the Web sites for reservation and issue. Total 430 questionnaires were distributed, and 400 were collected. After surveying with the final questionnaire, the frequency test was performed about variables of sex, age which is demographic factors for analyzing general characters of sample data. Sex of data is consist of 146 of male(42.7%) and 196 of female(57.3%), so portion of female is a little higher. Age is composed of 11 of 10s(3.2%), 199 of 20s(58.2%), 105 of 30s(30.7%), 22 of 40s(6.4%), 5 of 50s(1.5%). The reason that portions of 20s and 30s are higher can be supposed that they use the Internet frequently and purchase air ticket directly. 4.2 Assessment of measuring scales This study used the internal consistency analysis to measure reliability, and then used the Cronbach'$\alpha$ to assess this. As a result of reliability test, Cronbach'$\alpha$ value of every component shows more than 0.6, it is found that reliance of the measured variables are ensured. After reliability test, the explorative factor analysis was performed. the factor sampling was performed by the Principal Component Analysis(PCA), the factor rotation was performed by the Varimax which is good for verifying mutual independence between factors. By the result of the initial factor analysis, items blocking construct validity were removed, and the result of the final factor analysis performed for verifying construct validity is followed above. 4.3 Hypothesis Testing 4.3.1 Hypothesis Testing by the Regression Analysis(SPSS) 4.3.2 Analysis of Mediation Effect To verify mediation effect of overall service quality of and , this study used the phased analysis method proposed by Baron & Kenny(1986) generally used. As shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : efficiency=.164, system availability=.074, fulfillment=.108, privacy=.107) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : efficiency=.409, system availability=.227, fulfillment=.386, privacy=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service quality and satisfaction. As
    shows, Step 1 and Step 2 are significant, and mediation variable has a significant effect on dependent variables and so does independent variables at Step 3, too. And there needs to prove the partial mediation effect, independent variable's estimate ability at Step 3(Standardized coefficient $\beta$eta : responsiveness=.164, compensation=.117, contact=.113) is smaller than its estimate ability at Step 2(Standardized coefficient $\beta$eta : responsiveness=.409, compensation=.386, contact=.237), so it was proved that overall service quality played a role as the partial mediation between on-line service recovery and satisfaction. Verified results on the basis of empirical analysis are followed. First, as the result of , it shows that all were chosen, so on-line service quality has a positive effect on overall service quality. Especially fulfillment of overall service quality has the most effect, and then efficiency, system availability, privacy in order. Second, as the result of , it shows that all were chosen, so on-line service recovery has a positive effect on overall service quality. Especially responsiveness of overall service quality has the most effect, and then contact, compensation in order. Third, as the result of and , it shows that and all were chosen, so overall service quality has a positive effect on customer satisfaction, customer satisfaction has a positive effect on loyalty intention. Fourth, as the result of and , it shows that and all were chosen, so overall service quality plays a role as the partial mediation between on-line service quality and customer satisfaction, on-line service recovery and customer satisfaction. 5. Conclusion This study measured and analyzed service quality and service recovery of the Web sites that customers made a reservation and issued their air tickets, and by improving customer satisfaction through the result, this study put its final goal to grope how to keep loyalty customers. On the basis of the result of empirical analysis, suggestion points of this study are followed. First, this study regarded E-S-QUAL that measures on-line service quality and E-RecS-QUAL that measures on-line service recovery as variables, so it overcame the limit of existing studies that used modified SERVQUAL to measure service quality of the Web sites. Second, it shows that fulfillment and efficiency of on-line service quality have the most significant effect on overall service quality. Therefore the Web sites of reserving and issuing air tickets should try harder to elevate efficiency and fulfillment. Third, privacy of on-line service quality has the least significant effect on overall service quality, but this may be caused by un-assurance of customers whether the Web sites protect safely their confidential information or not. So they need to notify customers of this fact clearly. Fourth, there are many cases that customers don't recognize the importance of on-line service recovery, but if they would think that On-line service recovery has an effect on customer satisfaction and loyalty intention, as its importance is very significant they should prepare for that. Fifth, because overall service quality has a positive effect on customer satisfaction and loyalty intention, they should try harder to elevate service quality and service recovery of the Web sites of reserving and issuing air tickets to maximize customer satisfaction and to secure loyalty customers. Sixth, it is found that overall service quality plays a role as the partial mediation, but now there are rarely existing studies about this, so there need to be more studies about this.

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