SOCO's impact on service outcomes of tour guides: the moderating effect of customers’ shopping orientation

Sheng-Hshiung Tsaur, You-Yu Dai and Jui-Shiang Liu

Current Issues in Tourism, 2018, vol. 21, issue 8, 917-933

Abstract: This research examines the effects of both sales-oriented and customer-oriented service strategies of tour guides on service outcomes: rapport, customer satisfaction, customer loyalty, and willingness to tip. This research also investigates how customers’ shopping orientation moderates the above relationships. A convenience sampling was conducted and 370 valid questionnaires were obtained. The data were analysed using structural equation modelling. The findings are as follows: (1) customer-oriented strategy of tour guides has a significantly positive impact on the service outcomes; (2) selling-oriented strategy of tour guides has a significantly negative impact on customer satisfaction and customer loyalty; and (3) shopping orientation of tour members moderates the relationships between selling orientation and service outcomes. Thus, if tour guides can provide service for customers in a suitable way, they will then improve the customers’ perception of services. These findings provide practical information for travel agencies and tour guides.

Date: 2018
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DOI: 10.1080/13683500.2015.1118444

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