This study has progressed on the assumption that the service quality of travel agency that has a significant effect on the customer satisfaction and the recommendation intention will be different according to the type of travel and the type of business. Therefore the purpose of this study was to examine the effect of the service quality of travel agency on customer satisfaction and recommendation intention according to the type of business(listed or unlisted) and the type of tourism(individual/package) of a travel agency, and to clarify the difference of influence between the type of business and the type of tourism.
The service quality of travel agency is regarded as an important element influencing customer satisfaction and behavioral intention. Service quality is important in the process of kindness of staff, credibility of tourists schedule, response to customer complaints and sympathy with personal demand as well as on the productive side of tourists products and additional service. The effect of the service quality of travel agency on the degree of customer satisfaction and recommendation intention can also be changed according to the type of travel.