The Korean government has recently been pursuing various policies to revitalize domestic tourist attractions. Major policies include developing eco-tourism, exploring traditional culture, discovering tourism resources, expanding the travel season in spring and autumn, and developing smart technologies that provide information related to tourism as well. Accordingly, the importance of accommodation in tourism spots has also increased and tourists are more likely to choose pensions for their accomodations than to choose existing accommodation types such as hotels, condominiums, and motels.
While researches on the pension industry have been actively carried out mostly on profitability, service quality, selection attributes, and service scape so far, researches on consumers’ attitude and behavioral intention affected by service quality and service value have scarcely carried out in the tourism research field. In this study, therefore, service quality and service value in the pension industry have been hired as antecedents to investigate the relationship among the factors and customer satisfaction, customer trust, revisit intention, and WOM intention.
A total of 373 questionnaires were collected, of which 341 were used for empirical analysis after eliminating the questionnaires with irrelevant answers and missing values. The survey data was analyzed by using Smartpls 2.0 M3 to use PLS-SEM.
The results of this study are summarized as follows.
First, from the result in the analysis of the relationship between service quality and customer satisfaction, physical environment quality, result quality, and access quality, except interaction quality were found to have a significant influence on the satisfaction of customers using pension.
Second, in the relationship between service value and customer satisfaction, all factors such as cognitive value, hedonic value, social value, and ethical value turned out to show significant influence.
Third, interaction quality and result quality did not significantly affect customers trust, but physical environment quality and accessibility quality had a significant influence on customers trust.
Fourth, for the hypothesis that service value affects customer trust, the result have shown that cognitive value and ethical value had a significant influence while hedonic value and social value had no significant effect on customers trust.
Fifth, customer satisfaction was found to have a significant effect on customers trust in the relationship of customer satisfaction, customers trust, revisit intention and WOM intention. Customer trust, revisit intention and WOM intention were found to have positive linkages each other.
Presenting the results of this study to the pension marketing managers would make it possible to establish strategies according to all factors directly affecting customers'' behaviors. In addition, it can be helpful to suggest a marketing strategy that can enhance the effect of customer satisfaction by emphasizing the hedonic factors and interaction factors in service quality.