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Previous research has indicated significant impacts of relational benefits on satisfaction and loyalty. However, no study to date has shed light on how service types moderate the associations between relational benefits and service satisfaction. The present study examined influences of perceived relational benefits among Korail customers on service satisfaction and customer loyalty, and investigated whether these influences were moderated by service types(ticket offices vs. self check-in Kiosks). The analysis sample of 459 customers purchasing tickets was analyzed by multiple-group structural equation modeling. Findings indicated significant impacts of relational benefits(social, confidence, economical, and customized benefits) on service satisfaction, which, in turn, predicted customer loyalty. Further, these associations were different between customers using ticket offices and self check-in Kiosks. Specifically, the study find stronger association between confidence benefits and service satisfaction among customers using ticket offices compared to those using Kiosks. In contrast, the association between customized benefits and service satisfaction was stronger for customers using self check-in Kiosks than those purchasing tickets in ticket offices. Practical implications for service efficiency to promote customer loyalty are discussed, as are directions for future studies.
