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

Ovidiu Moisescu () and Oana A. Gica ()
Additional contact information
Oana A. Gica: Faculty of Business, Babe?-Bolyai University of Cluj-Napoca, Romania

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2013

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 empathy), on one hand, and brand loyalty related aspects such as overall satisfaction, 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 influence 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.

Keywords: Travel agency; Brand loyalty; Service quality; Demographics; Travel Frequency; SERVQUAL; Romania (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
http://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_3_2013.pdf Revised version, 2013 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bbn:journl:2013_3_2_moisescu

Access Statistics for this article

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA is currently edited by Cornelia Pop

More articles in JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA from Babes-Bolyai University, Faculty of Business Contact information at EDIRC.
Bibliographic data for series maintained by Cornelia Pop ( this e-mail address is bad, please contact ).