Measuring service quality of travel agents: Evidence from Northern Cyprus

Abstract

Service quality delivered by travel agents in Northern Cyprus was examined using a SERVQUAL scale. The translated instrument was purified using an item-categorisation technique and administered to 337 current users of travel agents in the region. Expectations and performance (SERVPERF) scores indicated that respondents were concerned most with the efficiency and least with the personalisation of the services offered. The largest service gaps were identified with the 'modern' appearance of the service and service-scape, and the smallest with interpersonal qualities of service. Multiple regression showed promptness, empathy, efficiency and service-scape aesthetics to be the main determinants of customer satisfaction. SERVPERF scores gave a better prediction of overall satisfaction and showed marginally better reliability and validity than those from which expectations were subtracted. Instead of the predicted SERVQUAL five-factor solution, factor analysis showed an underlying uni-dimensionality that is consistent with the findings of other authors. Possible management actions suggested by the findings are discussed in the context of the small business environment in Northern Cyprus.