Purpose: This study investigates the effects of scuba diving resort service quality on customer satisfaction and revisit intention, considering the moderating effects of perceived risk by scuba divers such as individual, social, and physical risks.Methods: This study surveyed scuba divers using scuba diving resorts in South Korea. The data were analyzed using multi‐regression and hierarchical regression analysis.Results: The results of this study are as follows; all five service quality dimensions (tangibles, reliability, responsiveness, assurance, and empathy) significantly affected customer satisfaction and customer satisfaction also affected revisit intention. However, no moderating effect by perceived risk were observed between customer satisfaction and revisit intention. The cause of these results is believed to be the nature of scuba diving as a adventure sport.Conclusion: These results implies that scuba divers’ purchase action can be different from the general service users from the perspective of perceived risk. Considering the uniqueness of adventure sports of scuba diving, the managers of scuba diving resorts need to act actively paying attention to all dimensions of service quality, and customer satisfaction.
Sung et al. (Sun,) studied this question.