Factors Affecting Customer Evaluation of Service Quality in Travel Agencies: An Investigation of Customer Perceptions

This article presents the results of an exploratory study on customer perceptions of service quality in travel agencies, using data collected from 277 respondents. Six factors that explain service quality are identified. In order of importance, these factors are corporate image, competitiveness, courtesy, responsiveness, accessibility, and compe tence. Implications for developing marketing strategy and controlling service quality are given.