The effects of tour operator’s service quality on travel agents’s customer value, satisfaction and loyalty in Vietnam
Nội dung chính của bài viết
Tóm tắt
Service quality is the most important factor of tour operators determining the relationship between travel agents and tour operators. The authors surveyed 288 travel agents in Vietnam and used Smart-PLS software to test the research hypotheses: Tour operator's service quality positively impacts travel agent’s customer value, satisfaction, and loyalty; Tour operator's service quality impacts travel agent’s loyalty through customer value, satisfaction; Customer value impacts travel agent’s loyalty through satisfaction. The result confirmed these relationships in the travel industry B2B environment, satisfaction includes process satisfaction and outcome satisfaction, loyalty includes behavioral loyalty and attitudinal loyalty. Research results help tour operators in Vietnam achieve business efficiency through travel agents to increase satisfaction and maintain travel agents's loyalty to tour operators, including: (1) providing stable service quality; (2) providing service quality as commitment; (3) providing service as the end consumer’s expectation; (4) always improve service quality; (5) provide competitive products.
Chi tiết bài viết
Từ khóa
Customer value, Loyalty, Satisfaction, Service quality, Tour operator, Travel agent
Tài liệu tham khảo
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Chang, C.-H., & Thai, V. V. (2016). Do port security quality and service quality influence customer statidfaction and loyality? Maritime Policy & Management, 43(6), 720–736. https://doi.org/10.1080/03088839.2016.1151086
Christopher, M., Payne, A. & Ballantyne, D. (1991). Relationship Marketing: Bringing Quality, Customer Service and Marketing Together. Oxford: Butterworth Heinemann.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2.
Doma, S. S. B. A. (2013). Relationship quality as predictor of B2B customer loyalty. Systemıcs, Cybernetıcs and Informatıcs, 11(1), 72-78.
Durkin, M., & Bennett, H. (1999). Employee commitment in retail banking: identifying and exploring hidden dangers. International Journal of Bank Marketing, 17(3), 124-137. https://doi.org/10.1108/02652329910269239
Eggert, A., & Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business markets. Journal of Business and Industrial Marketing, 17(2/3), 107–118. https://doi.org/10.1108/08858620210419754
Farn, C. K., & Huang, L. T. (2008). Exploring determinants of industrial customers loyalty on service providers in the e-business environment–the perspective of relationship management. In 7th WSEAS International Conference on E-ACTIVITIES (pp. 60-67).
Fatima, T., Malik, S. A., & Shabbir, A. (2018). Hospital healthcare service quality, patient satisfaction and loyalty: An investigation in context of private healthcare systems. International Journal of Quality & Reliability Management, 35(6), 1195-1214. https://doi.org/10.1108/IJQRM-02-2017-0031
Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11/12), 1372-1388. https://doi.org/10.1108/03090560510623307
Gallarza, M. G., Arteaga, F., & Gil-Saura, I. (2019). Customer value in tourism and hospitality: Broadening dimensions and stretching the value-satisfaction-loyalty chain. Tourism Management Perspectives, 31, 254-268. https://doi.org/10.1016/j.tmp.2019.05.011
Gallarza, M. G., Gil Saura, I., & Arteaga Moreno, F. (2013). The quality‐value‐satisfaction‐loyalty chain: relationships and impacts. Tourism Review, 68(1), 3-20. https://doi.org/10.1108/16605371311310048
Gallarza, M. G., Gil‐Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10(4), 179-191. https://doi.org/10.1002/cb.328
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19. https://doi.org/10.1177/002224299405800201
Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of marketing science review, 1(1), 1-22. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=bd40d475aab7b417fd2826313b98be1f214ba45a
Gil-Saura, I., Berenguer-Contri, G., & Ruiz-Molina, E. (2018). Satisfaction and loyalty in B2B relationships in the freight forwarding industry: Adding perceived value and service quality into equation. Transport, 33(5), 1184-1195. https://doi.org/10.3846/transport.2018.6648
Gil-Saura, I., Ruiz Molina, M. E., & Berenguer-Contri, G. (2016). Store equity and behavioral intentions: the moderating role of the retailer’s technology. Journal of Product & Brand Management, 25(7), 642-650. https://doi.org/10.1108/JPBM-11-2015-1035
Gogoi, D. B. J. (2020). Service quality measures: How it impacts customer satisfaction and loyalty. International Journal of Management (IJM), 11(3), 354-365. https://ssrn.com/abstract=3585157
Granados, J. C., Pérez, L. M., Pedraza-Rodríguez, J. A., & Gallarza, M. G. (2021). Revisiting the quality-value-satisfaction-loyalty chain for corporate customers in the travel agency sector. European Journal of Tourism Research, 27, 2711-2711. https://doi.org/10.54055/ejtr.v27i.1921
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