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Experience vs quality: predicting satisfaction and loyalty in services

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  • Gurel Cetin

Abstract

Both quality and experience are discussed as antecedents of satisfaction and loyalty in services. Despite their popularity in measuring success, no previous study compared the effect size and impact of quality and experience on positive outcomes on the same product. In order to do so, package tours were selected as the case service. 356 questionnaires were collected from tourists participating in package tours. The impact of service quality and customer experience on satisfaction and loyalty was measured using regression analysis. Findings revealed that customer experience was a better predictor for both satisfaction and loyalty. Although service quality was also found as a significant antecedent, experience was able to explain a greater percentage of variance in positive customer behaviors. Through comparing the strength of service quality and customer experience on satisfaction and loyalty, this study offers both theoretical contributions and practical implications. The study identified experience as a better predictor for both satisfaction and loyalty than satisfaction which is an important contribution to the discussion on consumer behavior and its components. Tour operators organizing package tours who might design their itineraries based on experiential components might also achieve a greater satisfaction and loyalty.

Suggested Citation

  • Gurel Cetin, 2020. "Experience vs quality: predicting satisfaction and loyalty in services," The Service Industries Journal, Taylor & Francis Journals, vol. 40(15-16), pages 1167-1182, December.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:15-16:p:1167-1182
    DOI: 10.1080/02642069.2020.1807005
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    Cited by:

    1. Li Jiang & Thomas Eck & Soyoung An, 2022. "A Study on the Effect of Emotional Solidarity on Memorable Tourism Experience and Destination Loyalty in Volunteer Tourism," SAGE Open, , vol. 12(1), pages 21582440221, March.
    2. Ozgul Cetin & Fethiye Erbay, 2021. "Gamification Practices in Museums," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 7(2), pages 265-276, December.
    3. Pei Lin & Lili Chen & Zeshun Luo, 2022. "Analysis of Tourism Experience in Haizhu National Wetland Park Based on Web Text," Sustainability, MDPI, vol. 14(5), pages 1-16, March.
    4. Bárbara Sofía Pasaco-González & Ana María Campón-Cerro & Ana Moreno-Lobato & Elena Sánchez-Vargas, 2023. "The Role of Demographics and Previous Experience in Tourists’ Experiential Perceptions," Sustainability, MDPI, vol. 15(4), pages 1-17, February.
    5. Rashed Al Karim & Farid Ahammad Sobhani & Md Karim Rabiul & Nusrat Jahan Lepee & Mohammad Rokibul Kabir & Mohammad Abdul Matin Chowdhury, 2022. "Linking Fintech Payment Services and Customer Loyalty Intention in the Hospitality Industry: The Mediating Role of Customer Experience and Attitude," Sustainability, MDPI, vol. 14(24), pages 1-16, December.

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