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1 May 2017 Perception of Safety as a Mediator in the Relations among Service Quality, Satisfaction, and Behavioral Intention at Korean Beach Sites
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Abstract

Lee, M.S.; Chun, S.B.; Park, C.; Suh, K.B., and Lee, C.W., 2017. Perception of safety as a mediator in the relations among service quality, satisfaction, and behavioral intention at Korean beach sites. In: Lee, J.L.; Griffiths, T.; Lotan, A.; Suh, K.-S., and Lee, J. (eds.), The 2nd International Water Safety Symposium. Journal of Coastal Research, Special Issue No. 79, pp. 16–20. Coconut Creek (Florida), ISSN 0749-0208.

This research verifies the mediating effect of perception of beach safety on the relationship among beach service quality, customer satisfaction, and behavioral intention. A questionnaire was used for measurement. Convenience sampling of Non-probability sampling was used. Three hundred and five questionnaires were distributed in the Seoul and Gyeong-gi areas, of which 295 were used for the final analysis to evaluate the hypotheses. SPSS 21 and AMOS 20.0 software were used to conduct the frequency analysis, validity tests, confirmatory factor analysis, correlation analysis, and structural equation modeling analysis. The results were as follows. First, beach service quality was found to have a significant relationship with customer satisfaction. Second, customer satisfaction was found to be significantly related to revisiting behavioral intention. Third, the beachgoer's perception of safety was found to have a mediating effect between customer satisfaction and behavioral intention.

©Coastal Education and Research Foundation, Inc. 2017
Min Seok Lee, Sung Bum Chun, Chanmin Park, Kwang Bong Suh, and Chul Won Lee "Perception of Safety as a Mediator in the Relations among Service Quality, Satisfaction, and Behavioral Intention at Korean Beach Sites," Journal of Coastal Research 79(sp1), 16-20, (1 May 2017). https://doi.org/10.2112/SI79-004.1
Received: 30 September 2016; Accepted: 31 October 2016; Published: 1 May 2017
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