AMBIENTUM BIOETHICA BIOLOGIA CHEMIA DIGITALIA DRAMATICA EDUCATIO ARTIS GYMNAST. ENGINEERING EPHEMERIDES EUROPAEA GEOGRAPHIA GEOLOGIA HISTORIA HISTORIA ARTIUM INFORMATICA IURISPRUDENTIA MATHEMATICA MUSICA NEGOTIA OECONOMICA PHILOLOGIA PHILOSOPHIA PHYSICA POLITICA PSYCHOLOGIA-PAEDAGOGIA SOCIOLOGIA THEOLOGIA CATHOLICA THEOLOGIA CATHOLICA LATIN THEOLOGIA GR.-CATH. VARAD THEOLOGIA ORTHODOXA THEOLOGIA REF. TRANSYLVAN
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Authors: OANA ADRIANA GICĂ.
The objective of the current paper was to analyze the relationship between service quality reflected by its five traditional dimensions (tangibles, reliability, responsiveness, assurance, and empa¬thy), on one hand, and brand loyalty related aspects such as overall sat¬isfaction, repurchase intention, recommendation intention, and actual recommendation (previous positive, negative or neutral word of mouth), on the other hand, and, moreover and especially, to investigate the influ¬ence of demographics (gender, age, education, and income) and travel frequency on the nature and intensity of the relationship, all in the context of traditional travel agencies. An online survey was conducted among a sample of 286 Romanians who travelled using the services of a traditional travel agency at least once during the last five years. In order to evaluate service quality, the SERVQUAL evaluation method was adopted and adapted. The results showed that even though gender does not generally have a significant effect neither on the nature nor on the intensity of the relationship between service quality and the loyalty related aspects analyzed, the intensity of the relationship is dependent on age, education, income, and travel frequency.
Key words: Travel agency; Brand loyalty; Service quality; Demographics; Travel Frequency; SERVQUAL; Romania
