Actions are oriented to delight travelers: A sequential mediation model to explore the relationship between travel quality and re-travel intentions

Abstract

The actions are oriented to delight travelers where existing protocols fall short of solving problems in the travel and tourism industry, seeking the retention of commuters by offering travel quality. The present study investigates the travel decision-making process by exploring the nexus between travel quality and re-travel intentions (RTI). The study also analyzes the relational switching cost's (RSC) unique role as a sequential mediator in driving travel quality through the theoretical lens of expectancy disconfirmation theory. Furthermore, the study also explores the role of gender in explaining RTI. 434 real-time responses were collected following the lifetime value (LTV) approach. The structural equation modeling (SEM) was used to test the hypotheses. The study reveals that travel quality significantly influences commuter satisfaction. The results also suggest the indirect effect of RSC on commuter satisfaction (CS) and (RTI). Finally, it is suggested that RTI is higher among female commuters than male commuters. The fundamental contribution of this study is developing and testing the travel decision-making process by extending the EDT model. Additionally, the TRAVQUAL scale contributes to measuring perceived and expected travel quality. Commuter satisfaction and relational switching costs act as sequential mediators, while gender emerges as a moderator, emphasizing the greater significance of re-travel intentions among female commuters post-RSC. These insights contribute valuable perspectives for enhancing travel experiences and decision-making processes in the travel and tourism industry.