Quality of travel agency services: a comparative analysis of B2C and B2B customer perspectives

Purpose Travel agencies play a fundamental role in the tourism sector, navigating intense competition while offering a diverse range of products. Effectively managing service quality from the customer’s perspective is crucial for achieving a prominent market position. Therefore, this study aims to analyze service quality at a physical branch of a Brazilian travel agency, comparing the perspectives of B2C and B2B markets. Design/methodology/approach The present research used an online survey based on the SERVPERF scale. The sample included 163 respondents from the B2C market and 37 from the B2B market, representing over 50% of the travel agency’s active clients. Data were analyzed using a t-test, comparing results between the two groups by evaluating the means of independent samples. Findings The results indicated that B2C customers perceive service quality to be higher than their B2B counterparts. This statistically significant difference was observed across all dimensions of service quality, with responsiveness and tangibility showing the greatest disparity, while assurance demonstrated the smallest difference. Originality/value This study provides valuable insights for future research on service quality in travel agencies, particularly regarding the differing perceptions of B2C and B2B Brazilian customers. Although existing literature highlights the more rational approach of B2B customers compared to B2C customers, few studies have collected data from the same supplier for both groups, allowing for a direct evaluation of their services.