Qual Quant (2010) 44:793–805
Service quality of travel agents in Turkey
Published online: 7 May 2009
© Springer Science+Business Media B.V. 2009
Abstract Customer satisfaction is an important measure of service quality in travel agents.
Customers’ perceptions about agents seem to have been largely ignored by agent management
in developing countries. The assessment of service quality provides an important feedback
for agents to assess and improve its service to its customers. The aim of this study is to develop
a reliable and valid instrument measure customer satisfaction in travel agents. A question-
naire to measure the service quality of travel agents was used and a total of 217 customers
in Turkey were interviewed. Factor analysis was utilized to determine the factor structure.
The instrument of the customer satisfaction developed in this study provides insights to the
researches who study the improvement of customer satisfaction with service quality of travel
agents and decision markers.
Keywords Travel Agent · Satisfaction · Servqual · Service quality · Perception ·
Expectation · Factor analysis · Regression analysis
The concepts of satisfaction and quality are often used together, and sometimes interchange-
ably. Few researchers have identiﬁed the particular relationship between the two concepts,
however a number of general statements have been made. According to Oliver (1981, p. 42)
“… satisfaction is the emotional reaction following a disconﬁrmation experience which acts
on the base attitude level and is consumption-speciﬁc”. Perceived quality, on the other hand,
is deﬁned and contrasted to satisfaction by Parasuraman et al. (1988, p. 16), as “… a global
judgment, or attitude, relating to the superiority of the service, whereas satisfaction is related
to a speciﬁc transaction”.
Z. Filiz (
Department of Statistics, Faculty of Art and Science, Eski¸sehir Osmangazi University,