Customer Service Quality as a Strategic Dimension of Marketing Management in Poland’s Travel Industry

Purpose: The primary objective of this study is to evaluate the quality of services provided by travel agencies in Poland. Particular attention is given to identifying gaps between customer expectations and perceptions, which are crucial for enhancing competitiveness in the dynamic tourism sector. Approach/Methodology/Design: The research was conducted in 2024 using the SERVQUAL method, a well-established tool for measuring service quality across five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The study applied a modified version of the SERVQUAL model to better capture the specific context of travel agencies and the evolving needs of customers in a digitalized service environment. Findings: The results reveal that the overall condition of service quality remains conditional, as perceived performance (P) scores were consistently lower than customer expectations (O). This indicates that the services offered do not fully meet client demands. Among the dimensions assessed, Reliability received the lowest rating after weighting, highlighting serious concerns regarding the consistency and dependability of service delivery. These findings point to critical areas where managerial intervention and strategic improvements are necessary. Practical Implications: The results underscore the importance for travel agencies to focus on strengthening their reliability, as this is the dimension most strongly influencing customer satisfaction and trust. Addressing weaknesses in this area could significantly enhance customer loyalty and competitive advantage. Furthermore, the SERVQUAL-based evaluation provides actionable insights for entrepreneurs, enabling them to design targeted strategies to close service quality gaps. Originality/Value: This study contributes to the literature by demonstrating the practical applicability of a modified SERVQUAL approach in the tourism and travel sector, specifically within the context of Polish travel agencies. The findings emphasize its value as a diagnostic tool for optimizing marketing management processes, particularly in an era of rapid digital transformation and shifting customer expectations. The study advocates for the broader application of SERVQUAL in service quality assessment to foster sustainable growth and improved customer experiences in the tourism industry.