earticle

영어

The purpose of this study is examine the relationships between online service quality which is composed with multi-dimensionalities; physical environment quality, interaction quality, outcome quality and customer royalty focused on mediating role of customer satisfaction in the travel agencies. In order to fulfill the research objectives, a questionnaires were conducted. Out of 350 questionnaires distributed. 294 usable ones were used for the analysis and three-step mediated regression analysis were adopted to test three hypothesis. The results show that First, online service quality except of outcome quality had a significant influence on customer satisfaction. Second, customer satisfaction had a significant influence on customer royalty. finally, the customer satisfaction plays a role of mediator between online service quality and customer royalty.