The Effect of Service Failure on Customer Switching Intention in the Tourism Industry

Abstract

As people's standard of living has increased, tourism's is taking a greater share in peoples' consumption. The tourism market continues to expand; however, customers' complaints became more frequent, travel agencies and tourists had more disputes, and there have been increased service failures of travel agencies. Therefore, how to reduce customers switching intention became one of the critical issues. This study investigates the effect of service failures on customers switching intention and personality traits. The results showed that travel agencies notify customers reservation cannot be made due to insufficient number of participants before departure have no effect on the customer switching intention. Service failure on the journey about important attractions unable to visit or must cancel the attractions journey or tour guide provides poor service effect on the customer switching intention.

The effect of service failure on customer loyalty through customer forgiveness and service recovery as mediation variables

“…Service failure is the performance of a service that is below the range of customer expectations or tolerance (Holloway & Beatty, 2003). Service failure can occur when a product or service does not meet customer needs (Hung & Lee, 2015). There are several outcomes of service failure, namely consumer complaints, negative word of mouth, switching by customers and customer disloyalty (Suh and et al, 2013).…”