Assessment of Relationship between Service Quality and Customer Satisfaction in Customer Decision Making Behavior in Travel around Ilam Province

Subject Areas : Journal of Cultural Management

حمیده رشادت جو ¹ , علی نعمتی زاد ² , محمد ابویی اردکان ³

1 - ندارد
2 - مسئول مکاتبات
3 - ندارد

Received: 2014-09-09 Accepted : 2014-09-09 Published : 2011-09-23

Keywords: Service Quality, Customer Satisfaction, behavioural decisions, travel&#x0D, &#x0D, agencies, Ilam,

Abstract :

The aim of this research is to consider and evaluate service quality and its relationship with customers satisfaction in behavioural decisions of the customers of travel agencies in Ilam. In theorical basics, concept and definition associated to service, satisfaction, behavioural decisions and research back ground are considered, This work is descriptive study as a type of correlation. Statistical population of this research was all of the agency customers that were call on this office in autumn and winter 1389 and were received service. The selected sample consisted of 200 persons. The tool for collecting information was questionnaire in this research which its narrative was considered by professional and experts views and its persistence was estimated by kronbakh ×coefficient (0/726). Then related ques􀆟onnaires were distributed among sample members. In order to analysis of results, initially we used smironv ‐ kolmogorov test to study data normality and it was found that data have not normal distribution. In ferential statical of T ‐test , ANOVA and multivariate reression were used to analysis data and hxpothesis testing. The results of this tests indicate that service quality have significant and positive correlation with customer satisfaction. ( α < /1) Also customer satisfaction have significant and positive correlation with behavioural decisions that have shown in detail in this study.