The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies)

By Ali Gholipour Soleimani, Hannaneh Einolahzadeh. 2018

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Abstract Drawing on an overarching framework of marketing theory, this study develops and tests an integrated model of service quality on revisit intention. The purpose is to investigate the influence of service quality on revisit intention with the focus on the mediating role of WOM and satisfaction. Two softwares (SPSS and LISREL) were used for statistical processing. The sample included 500 travellers using Guilan travel agencies since spring 2016 to spring 2017. At last a two-step SEM approach, measurement model and structural model, were employed to the structural relationship between constructs. Results showed that good quality of travel agencies leads to an intention to revisit a destination via destination satisfaction and image. Moreover, the service quality has a direct impact on customer satisfaction and there is a direct, positive relationship between customer satisfaction and word-of-mouth. The theoretical and empirical implications of these results are discussed.

Subfields: Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8de95a7f19cce04826d67affbb4d964cef65f3f1