Abstract
This study was to investigate the relationships of service quality of Hanok Guesthouse, perceived service value, customer satisfaction, and revisit intention. A survey was conducted with foreign tourists stayed at Hanok Guesthouse to accomplish the purpose. An on-site survey was conducted from March 1 2015 to June 30 2015. A total of 325 questionnaires were collected but finally 321 responses were used for empirical analysis after getting rid of 4 incomplete responses. Reliability analysis and validity test of measurement items were conducted using SPSS 20.0 statistical package program. In addition, relationships among research constructs were tested through multiple regression analysis. The results of the study showed that service quality had a positive impact on the perceived service value and that the latter was found to have positive impacts on customer satisfaction and revisit intention. The results suggest that constant improvement and appropriate management of the service quality of Hanok Guesthouse (e.g., human service, facilities, accessibility, and usage charge) are important elements to be considered in order to increase customers’ perceived service value, and, in turn, customer satisfaction and revisit intention.
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