Perception of safety as a mediator in the relations among service quality, satisfaction, and behavioral intention at Korean Beach Sites

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.