An Evaluation Framework for Cameroon Inbound Tour Operator Service Quality

Eyong Ayuk Ako-Ebot (), Marios Sotiriadis and Cina Zyl
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Eyong Ayuk Ako-Ebot: University of Bertoua
Marios Sotiriadis: Ningbo University
Cina Zyl: University of South Africa

A chapter in Innovation and Creativity in Tourism, Business and Social Sciences, 2025, pp 557-585 from Springer

Abstract: Abstract In the era of rising global competition, service quality assessment is vital for the success of the inbound tour operator industry in Cameroon following a general feeling of poor service quality. This research aimed at elaborating, suggesting, and validating a service quality evaluation framework by applying the sequential explanatory mixed-method design and adopting a blended approach of management and marketing. Firstly, the research suggested a theoretical framework, drawn on seminal SERVQUAL model. Secondly, an empirical study attempted to test and validate the suggested framework within the context of Cameroon. Using the purposive sampling technique, online questionnaires were administered to staff (managers and employees) and customers of inbound tour operators. Quantitative data was collected from managers [N = 12], employees [N = 25], and customers [N = 126]. It was used to inform and prepare in-depth semi-structured interviews with seven (7) tourism experts. Quantitative data was analysed using statistical techniques. Conversely, qualitative data was analysed using descriptive statistics and inferential analysis applied the grounded theory. The results identified the determining factors of service quality for inbound tour operators and crafted a service quality path model, which revealed that both customer-centric and service-centric outcomes must be assessed to achieve comprehensive service quality objectives and outcomes bringing about the customers’ satisfaction zone.

Keywords: Service quality; Assessment framework; Inbound tour operator; Cameroon; Service quality path model; Tourism; M31; M30 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-87019-4_37

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DOI: 10.1007/978-3-031-87019-4_37

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