Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Service Quality of Rural Stay on Customer Satisfaction and Recommendation Intention

농촌민박 서비스품질이 고객만족과 추천의도에 미치는 영향

  • Jang, Dong-Heon (Division of Agricultural Economics and Food Marketing, Chonbuk National University)
  • 장동헌 (전북대학교 농경제유통학부)
  • Received : 2018.01.08
  • Accepted : 2018.02.17
  • Published : 2018.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

Recently, interest in rural tourism for urban dwellers has increased, and rural communities are chosen as tourist destinations. Under these circumstances, the study was designed to analyze the effects of the quality of service at rural stay sites on customer satisfaction and recommendation intention. The analysis method analyzes the demographic characteristics of the survey participants and characteristics of participation in rural stay. And the quality of service for the experience of rural stay was analyzed with SERVQUAL'S five-dimensional type, reliability, assurance, responsiveness, empathy, tangible and customer satisfaction, intent of recommendation and regression. Major analysis shows that the survey subjects were found to have an average age of 41.8 years, 49 to 59 years old, and a high degree of university graduation. And as characteristic of participation, the form of company was family and relatives, the form of family meeting was many summer, the reservation was Internet, and payment by cash and card were many. As a result of the hypothesis testing, reliability, assurance, responsiveness, and empathy among the quality of service of rural stay were affected in customer satisfaction. In addition, the quality of service and the intent to recommend it were statistically significant, reliability, assurance and empathy. Therefore, it is deemed necessary to make efforts to improve service quality as the quality of service at rural stay places has relevance to customer satisfaction and recommendation intention.

Keywords

References

  1. Chae, H. S., Jin, H. R., Ahn, O. S., 2012, Improvement by Survey Analysis on the Package Design for Agricultural Products of Farm Stay, Journal of Korean Society of Rural Planning 18(4): 141-152. https://doi.org/10.7851/ksrp.2012.18.4.141
  2. Choi, C. H., 2014, Statistical Analysis of the Use of SPSS/AMOS Applied Structural equation Model, Seoul:Crbooks.
  3. Choi, H. S., 2008, The effect of perceived service quality of rural experiential tourism on loyalty, Masters' Thesis, Kyonggi University.
  4. Choo, S. W., 2014, A Study on Exploring Farm-Inn Selection Attributes Using AHP, Journal of Tourism Sciences 38(7): 57-72.
  5. Cronin, J., Taylor, S., 1992, Measuring service quality: A reexamination and extension, Journal of Marketing 56(3): 55-68. https://doi.org/10.2307/1252296
  6. Folkes, V. S., Patrick, V. M., 2003, The Positivity Effect in Perceptions of Services: Seen One, Seen Them All?, Journal of Consumer Research 30(1): 125-137. https://doi.org/10.1086/374693
  7. Gronroos, C., 1984, A Service Quality Model and Its Marketing Implication, European Journal of Marketing 18(4): 36-44. https://doi.org/10.1108/EUM0000000004784
  8. Han, J., Han, S. H., Jang, D. H., 2016, he Impacts of Service Quality of Local Food stores on Customer Satisfaction and Revisit Intention, Journal of Korean Society of Rural Planning 22(1): 81-91. https://doi.org/10.7851/ksrp.2016.22.1.081
  9. Jeong, M. S., Cha, J. E., Jang, D. H., 2016, Impact of the Service Quality of Horseback Riding Experience on Customer Satisfaction and Loyalty, Journal of Korean Society of Rural Planning 22(2): 131-140. https://doi.org/10.7851/ksrp.2016.22.2.131
  10. Jung, M. E., Jang, Y. L., 2000, Satisfaction for Exposition Tour Products : Its Relationship with Repurchase and Recommendation Behavior, Journal of Tourism Sciences 24(2): 235-252.
  11. Kang, A. J., Lee, S. H., 2014, A study on the impact of the preference for Korean wave on the intention of visits and recommendation, Journal of Hospitality and Tourism Studies 16(6): 103-117.
  12. Kang, M. O., Lee, S. S., 1996, Consumer Satisfaction according to consumer's information search Elements, Family and Environment Research 36(5): 29-46.
  13. Kang, S. K., 2010, Effects of Rural Tourism Service Quality on Visitor Satisfaction and Revisit Intention-Homestay Service in Pyeongchang, Journal of Tourism Studies 22(1): 205-221.
  14. Kang, S. K., 2014, Rural Tourism, Seoul:Daewangsa.
  15. Kim, J. G., Jang, D. H., 2017, The Rural Experience and Customer Satisfaction of Urban Residents on the Recognition of Return to Farm and Rural Areas, Journal of Korean Society of Rural Planning 23(3): 97-105.
  16. Kim, J. S., Park, D. B., Park, U. S., 2004, Socio-Economic Characteristics and Its Implication of Rural Tourism farm households Management, Journal of Rural Development 27(1): 63-73.
  17. Kim, S. D., Ha, Y. K., 2016, The Mediating Effects of Customer-Company Identification on the Relationship between Service Quality and Referral Intention, Tourism Research 41(2): 1-19.
  18. Ministry of Agriculture, Food and Rural Affairs(MAFRA), 2013, Farms and Fishing Village Tourism, Now, you can look at the grades and choose, Press Release(03/04/2013).
  19. Ministry of Agriculture, Food and Rural Affairs(MAFRA), 2017, Best Service for Rural Tourism, Determination of class of rural tourism projects in 2017, Press Release(31/10/2017).
  20. Roh, K. S., 2014, SPSS & AMOS 21, Seoul:Hanbit Academy.
  21. Seo, H. S., Ryu, J. W., 2013, Impact of the Environmental Clues of Local Festivals on Visitors' of Festival Satisfaction and Behavioral Intention, Korean Journal of Local Government & Administration Studies 27(2): 133-159.
  22. Oliver, R, L., 1997, Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.
  23. Parasuraman, A., Zeithaml, V. A., Berry, L. L., 1985, A conceptual model of service quality and its implications for future research, Journal of Marketing 49(4): 41-50. https://doi.org/10.2307/1251430
  24. Parasuraman, A., Zeithaml, V. A., Berry, L. L., 1988, SERVQUAL: A Multi-Item Scale for Measuring Consumer Perceptions of the Service Quality, Journal of Retailing 64(1): 12-40.
  25. Park, D. B., Park, U. S., Kim, J. S., 2004, Research Paper : The Situations of Farm Stay and Visitor's Perceptions in Rural Korea, Journal of Korean Society of Rural Planning 10(2): 7-15.
  26. Park, K. H., 2010, An Empirical Study on the Relation among Service Quality, Customer Value, Customer Satisfaction and Intention of Recommendation, International Journal of Tourism Management and Sciences 25(2): 209-229.
  27. Rural Development Administration(RDA), 2003, Rural Homestay Management Manual, GOVP1200400882.
  28. Rural Development Administration(RDA), 2017, 2016 Survey on the actual condition of rural residents, Press Releases(06/11/2017).
  29. Zeithaml, V. A., Bitner, M. J. J., Gremler, D, D., 2013, Services Marketing; Integrating Customer Focus Across the Firm, New York:McGRAW-HILL.