Investigating the Impact of SERVQUAL Dimensions on Customer Satisfaction: The Lessons Learnt from Serbian Travel Agencies

Abstract

Despite the rise of online travel booking services, it seems that traditional travel agencies remain an intractable part in the process of making travel arrangements for most travelers. Nevertheless, the question remains as to what triggers travelers' satisfaction with travel agencies. In order to explore this, we focused on Serbian travel agencies and researched the impact of the five individual SERVQUAL dimensions on travelers' satisfaction. Results revealed that four SERVQUAL dimensions (reliability, responsiveness, empathy and tangibility) had a significant influence on customer satisfaction. Copyright © 2011 John Wiley & Sons, Ltd.

Identification of Key Determinants of Satisfaction of Users of Electronic Banking Services

“…Namely, what one user assesses as top quality may seem average or even below average to another (Marinković et al, 2011). Accordingly (Garvin, 1984), concludes that quality lies in the eye of the beholder.…”

“…In terms of production processes, customers are actually those who are quite often directly involved in the transaction and represent a part of the overall service delivery system. If the customers are perceived as service co-producers but are not doing their job well, the overall quality of service can be compromised significantly (Marinković et al, 2011).…”

“…Certain authors advocate that the SERVQUAL model is not applicable in all service areas, and some of them suggest a multidimensional and hierarchical model where quality is seen as a construct of the highest order, defined by three dimensions of the second order -personal interaction, physical environment and outcome, which are further defined by seven dimensions of the third orderbehaviour, expertise, problem solving, equipment, ambience, waiting time and valencies (Caro, Garcìa, 2007). Despite the criticism, the SERVQUAL model was applied in this research (Marinković et al, 2011).…”

“…During measuring, it is very important to identify the adequate variables, i.e. attributes to be measured (Marinković et al, 2011). Measuring satisfaction is very important because the conditions for successful marketing management and determining the effectiveness and efficiency of various marketing programs, concepts and instruments are created in this manner.…”

Quality of services as a determinant of customer satisfaction in the hotel industry

“…U stvari, oni su direktno uključeni u transakciju i deo su sistema pružanja usluga (Marinković, Senić et al, 2011). Specifičnost hotelskog proizvoda ogleda se u neodvojivosti i kompleksnosti same usluge i fizičkog proizvoda.…”