스키장 서비스품질과 고객만족도 및 재구매의사의 인과관계

Abstract

The purpose of this study is to provide basic data which can be used for establishing marketing strategies by analysing the effect and the causal relationship of the service quality of the ski resort, customer satisfaction and repurchase intention recognizing that ski resort service quality is the major factor which affects on the customer satisfaction and repurchase intention.The results from the structure equation which was used to establish the purpose of this research are as follows:First, the service quality of the ski resort has significant effect on the customer satisfaction directly(0.78). Second, the service quality of the ski resort has significant effect on the repurchase intention directly(0.39) and indirectly(0.39). Third, the customer satisfaction has significant effect on the repurchase intention directly (0.50).