Attributes And Consequences Of Customer Satisfaction In Tourism Industry: The Case Of Polish Travel Agencies

Abstract

The term customer satisfaction still has an abstract meaning for managers in developing countries. This study focuses on travel agencies in Poland, to improve managers awareness of how customer satisfaction can directly improve business performance. Authors investigated nine attributes of the travel agency service, and identified four of them that have significant effect on overall customer satisfaction (quality of the offer, safety, convenience and comparison of the delivered service with the advertising message). Furthermore, this paper demonstrates that a high level of customer satisfaction in travel agencies creates certain effects like positive word-of-mouth and customer loyalty, which impacts long-term business performance.