The Effect of Guest House Service Quality on Trust, Satisfaction and Loyalty - The Case of Foreign Tourists -

The purpose of this study is to clarify the relationship among guesthouse service quality, trust, satisfaction and loyalty to suggest ways to solve these guesthouse problems. Based on data analysis results, it was revealed that responsiveness is most influential among service quality factors of the guesthouse. through trust, the service quality of guesthouse influences satisfaction and loyalty more strongly. In addition, trust has a significant effect on loyalty through satisfaction. The managerial implications of these findings are as follows: First, a guesthouse service system should be established; and it is also critical to have guesthouse staffs improving communication skill to provide prompt service. Second, the systematic service training for guesthouse staffs is needed through service manuals or other compatible ways. Finally, it is necessary to make practical efforts to build trust with customers and, eventually, to increase satisfaction.