한국 백화점의 서비스품질이 방한 중국 관광객의 만족에 미치는 영향

Abstract

In order to improve the service quality of tourist shopping for Chinese visitors and exploit the potential capacity, it is necessary and important to study how the service quality factors of Korean department stores influence Chinese visitors' satisfaction. The purpose of this paper is to examine the impact of service quality of Korean department stores on Chinese visitors' service satisfaction from the case study in three representative department stores in Seoul: Lotte, Shinsegae and Hyundai. We discuss the factors of service quality from related work, and carry out validity, reliability and regression analysis on the questionnaires data. We conclude that, similar to related work, the service quality of department stores has positive impact on the service satisfaction of Chinese visitors. And we design new model of service quality for Chinese visitors, including human service, attached service, responsive service, material service and facility service. Except the facility service, all factors have positive impact on Chinese visitors' satisfaction. Among the questionnaires, the installation appearance, rapid service response, usage of Chinese credit/deposit card, understanding of the purchasing intention and tax-free shop have significant impact.