Evaluating Young Customers' Perception of Service Quality Offered By Travel Agencies in North Cyprus Using Their Zone of Tolerance

Abstract

Global trends have shown the service sector being the focus of attention and importance lately. The industry has now assumed importance over the past decade and this can be attributed to the fact that almost all customer purchases and dealings are mostly conducted in service (intangible) forms. In North Cyprus, the importance of the service sector cannot be overemphasized. Overtime the region has gradually evolved into a tourist destination attracting a large number of tourists through the services of travel agencies and tour operators. This study is borne out of the need to ascertain and measure the quality of services offered by travel agencies by examining the perceptions of young customers using their zones of tolerance. More literally, it sets to find out what customers expect and perceive of the services being offered by travel agencies in the region. The study begins with the first chapter highlighting the aim, methodology, scope and limitations of the study. Chapter two draws related literature from the previous work of several authors and scholars to present a comprehensive meaning of the topic of discussion. The third chapter explains the SERVQUAL methodology employed, collects statistical data and presents the findings of conducted analyses. The final chapter draws conclusion, managerial suggestions and recommendations for further research. Results from several analyses show that customers perceive the service quality of travel agencies to be low and are not entirely satisfied with what they receive. Service quality and customer satisfaction were also found to have strong linear effects on word of mouth recommendation and purchase intentions. The zone of tolerance show that customers benefit from adequate service as their adequate expectations are met but they are not duly supplied with superior services to match their desired expectations. This has several implications for managers of travel agencies.