THE EFFECT OF DEMOGRAPHICS AND TRAVEL FREQUENCY ON THE RELATIONSHIP BETWEEN SERVICE QUALITY AND BRAND LOYALTY IN THE CASE OF TRADITIONAL TRAVEL AGEN..
THE EFFECT OF DEMOGRAPHICS AND TRAVEL FREQUENCY ON THE RELATIONSHIP BETWEEN SERVICE QUALITY AND BRAND LOYALTY IN THE CASE OF TRADITIONAL TRAVEL AGEN..

Summary/Abstract: 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.

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