Abstract
Purpose: The relationship between customer satisfaction and behavioral intentions in tourism has drawn significant attention for both practitioners and academicians as it is the key factor in winning market share in the tourism industry. The aim of this paper is to present a systematic research of the literature on the topic of customer satisfaction and behavioral intentions in tourism, highlighting the role of both the antecedents and the consequences of satisfaction that have been included in previous research. Methodology: The systematic literature review (SLR) of articles that have been published related to customer satisfaction and behavioral intention in tourism from various journals from 1990 up to 2018. Findings: The result of this study revealed that service quality is the most important antecedents of satisfaction in tourism. Meanwhile, the consequences are mainly characterized by loyalty. Nevertheless, the relationship between customer satisfaction and loyalty does not seem always so linear, as there are customers who revisit to the tourist destination, while others prefer to visit to new destinations despite, they were satisfied Practical implications: It is expected that this study will provide a better understanding of satisfaction towards a tourist destination, so marketing strategy can be composed and implemented in order to increase tourist satisfaction. This article can be as reference for future studies on satisfaction and customer behavioral intentions in tourism.
Highlights
In an effort to understand the relationship between customer satisfaction and behavioral intentions, researchers have located and reported on the separate factors that influence the association between these two constructs
It is expected that this study will provide a better understanding of satisfaction towards a tourist destination, so marketing strategy can be composed and implemented in order to increase tourist satisfaction
The studies undertaken reveal that service quality is the most important antecedents of satisfaction in tourism
Summary
In an effort to understand the relationship between customer satisfaction and behavioral intentions, researchers have located and reported on the separate factors that influence the association between these two constructs. Satisfaction is an important element to maintain long term relationships with customers. Forozia et al (2013) in his research proved that customer satisfaction is the main factor that encourages tourism businesses to find success and advantage in the competition. Recognizing and understanding the cognitive and behavioral consequences of satisfaction has important implications for management purposes. The role of customer satisfaction is very significant and is a major factor to influence customer behavioral intentions. It is important to know the factors that affect tourist satisfaction. Many types of research on the antecedents of tourist satisfaction and its consequences after visiting a tourist destination have been done. The factors forming the customer satisfaction is still debated by researchers (Xia et al, 2009) and evaluation of tourist satisfaction needs to be measured in many dimensions (Yoon & Uysal, 2005)
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