The Impact of Tourism Service Quality on Customer Satisfaction and Behavioural Intention

Abstract

Service quality (SERVQUAL) has received a considerable attention in the last 50 years. While Service quality is well documented in literature, fewer studies have been investigating the relationship of service quality with customer satisfaction and behavioural intention, and particularly in tourism. The aim of this paper is to examine the causal direct and indirect impact of service quality on customer satisfaction and behavioural intention. A total of 390 usable responses were obtained with a response rate of 71%. Structural equation modelling was used to analysis the current research data. The structural equation modelling results indicate that all the employed dimensions to measure service quality (tangibility, reliability, responsiveness, assurance, and empathy) have a direct influence on customer satisfaction and indirect impact on behavioural intention through customer satisfaction. These results help to clarify the mixed findings in the literature concerning the pattern of the causal relationship between service quality with customer satisfaction and behavioural intention. Finally, conclusions and limitations are outlined.