Estimation of Customer Dissatisfaction Based on Service Quality Gaps by Correlation and Regression Analysis in a Travel Agency

The main aim of this paper is to analyze the correlation of service quality gaps and to estimate customerdissatisfaction based on those gaps in the Iran Travel Agency (ITA) as one of the international travel agencies ofthe country. For this purpose, a questionnaire has been designed based on the SERVQUAL approach(perceptions and expectations), which includes five major categories of service quality dimensions and aresubdivided into 15 dimensions and an additional question for measuring the overall dissatisfaction. 30 regularcustomers of the agency have been asked to fill the questionnaires. The correlation of service quality gaps andthen the relationship between overall customer dissatisfaction and major service quality gaps are determined bycorrelation and regression analysis. The findings imply that the maximum value of gap is related to 'appealingaccommodation facilities', which is a part of the dimension of tangibles. The minimum values of the gaps arealso related to 'on time delivery' and 'reputation of service. The correlation analysis has not addressed anysignificant correlation among the gaps. Ultimately, regression analysis has approved and estimated linearcorrelation between the gaps of empathy and tangibles and the overall customer dissatisfaction.