Abstract
This research was conducted to determine the influence of service quality on customer satisfaction and customer behavior intention at homestays and pensions in Damyang County using mystery shoppers. A survey was conducted with tourists who had stayed at a homestay or a pension to accomplish the purpose. Field surveys were conducted for one month from August 1, 2017. This study collected 104 questionnaires from a famous homestay and pension in the Damyang area, which has been recognized recently as a Meta-Provence tourism product. This study used the SPSS 21.0 statistical package program to perform reliability analysis, validity testing, and multiple regression analysis of the measurement items. According to the analysis, service quality factors had a positive effect on customer behavior intention and customer satisfaction. Customer satisfaction also had a positive effect on customer behavior intention. This suggests that service quality and customer satisfaction are very important factors for the CEOs who run homestays and pensions. The research is meaningful in that it was conducted using mystery shoppers, who had not been studied before. In addition, it is valuable as basic research data for improvement of service quality of homestays and pensions, which has been lacking. This study can be used as important basic data for the study of not only the Damyang area but also the whole country in the future.
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