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An empirical assessment of service quality in the context of travel agencies in the Republic of Macedonia

Anita Ciunova-Shuleska orcid id orcid.org/0000-0001-6402-7630 ; Faculty of Economics-Skopje, Ss. Cyril and Methodius University
Nikolina Palamidovska orcid id orcid.org/0000-0002-2926-5649 ; Faculty of Economics-Skopje, Ss. Cyril and Methodius University
Marija Grishin ; Faculty of Economics-Skopje, Ss. Cyril and Methodius University


Puni tekst: engleski pdf 164 Kb

str. 21-36

preuzimanja: 973

citiraj


Sažetak

This paper investigates the service quality of travel agencies in the Republic of Macedonia from a customer perspective. Its authors applied a modified version of the SERVQUAL instrument for measuring service quality. The results of the performed paired sample t-testing indicated significant differences between expectations and perceptions, with two exceptions. A positive correlation was identified between expectation means and perception means as well as between perception means and gap score means, with a negative correlation identified between expectation means and gap means. Furthermore, factor analysis of the gap score means was performed, revealing the existence of 3 dimensions: customer orientation, reliability and tangibles. Data analysis showed negative gaps between expectations and perception on all three dimensions. Finally, by using the ANOVA test, significant differences among the gap scores of the three different classes of travel agencies (with “A”, “B” and “C” licenses) were determined, both in total and with regard to the identified dimensions. There are a number of areas of the travel agencies’ service quality where enhancements are needed in order to satisfy the customers more fully.

Ključne riječi

service quality; SERVQUAL; expectations; perceptions; travel agencies; Macedonia

Hrčak ID:

104090

URI

https://hrcak.srce.hr/104090

Datum izdavanja:

20.6.2013.

Podaci na drugim jezicima: hrvatski

Posjeta: 2.274 *