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Abstract ▼ AI-Helper

Resorts which provide leisure and sport experiences have placed great emphasis on providing quality value and service to their various customer groups. To improve perceived value and quality of service, it is also important to identify how various customer groups perceive value of the resorts and se...

Resorts which provide leisure and sport experiences have placed great emphasis on providing quality value and service to their various customer groups. To improve perceived value and quality of service, it is also important to identify how various customer groups perceive value of the resorts and services differently based on their socio demographic variables. In this regard, the main objective of this study is to investigate the relationships among the constructs of perceived value, service quality, and customer satisfaction at selected resorts located in South Korea. The on-site survey was administered and a total of 500 surveys were randomly distributed. A total of 414 complete surveys were used for the data analysis and the data were analyzed using SPSS Win 15.0. According to the findings, regression model regarding the perceived value and service quality factors indicated that the overall perceived value had statistically significant relationships with the following service quality factors: 1) Assurance (R2=.392), 2) Responsiveness (R2=.249), 3) Tangibility (R2 =.187), and 4) Reliability (R2=.177). For the relationship between the perceived value and customer satisfaction, customer satisfaction (facility oriented) indicated statistical significance (R2=.332) while regression model for the overall perceived value and customer satisfaction (service oriented) was statistically significant with R2 value of .216. Simple regression model found significant interactions for the relationship between customer satisfaction and the perceived value(R2=.298) and for the relationship between customer satisfaction and the perceived value(R2=.216) among the respondents. These results can be used to enhance the overall perceived value of the visitors to the resorts and it is important to imagine how those resorts would deliver caring and individualized attention to their various customer groups.

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