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An empirical assessment of service quality in the context of travel agencies in the Republic of Macedonia

Author

Listed:
  • Anita Ciunova-Shuleska

    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University)

  • Nikolina Palamidovska

    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University)

  • Marija Grishin

    (Faculty of Economics-Skopje, Ss. Cyril and Methodius University)

Abstract

This paper investigates the service quality of travel agencies in the Republic of Macedonia from a customer perspective. Its authors applied a modified version of the SERVQUAL instrument for measuring service quality. The results of the performed paired sample t-testing indicated significant differences between expectations and perceptions, with two exceptions. A positive correlation was identified between expectation means and perception means as well as between perception means and gap score means, with a negative correlation identified between expectation means and gap means. Furthermore, factor analysis of the gap score means was performed, revealing the existence of 3 dimensions: customer orientation, reliability and tangibles. Data analysis showed negative gaps between expectations and perception on all three dimensions. Finally, by using the ANOVA test, significant differences among the gap scores of the three different classes of travel agencies (with “A”, “B” and “C” licenses) were determined, both in total and with regard to the identified dimensions. There are a number of areas of the travel agencies’ service quality where enhancements are needed in order to satisfy the customers more fully.

Suggested Citation

  • Anita Ciunova-Shuleska & Nikolina Palamidovska & Marija Grishin, 2013. "An empirical assessment of service quality in the context of travel agencies in the Republic of Macedonia," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(1), pages 21-36.
    • Handle: RePEc:zag:market:v:25:y:2013:i:1:p:21-36
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    References listed on IDEAS

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    1. Berry, Leonard L. & Parasuraman, A. & Zeithaml, Valarie A., 1988. "The service-quality puzzle," Business Horizons, Elsevier, vol. 31(5), pages 35-43.
    2. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    3. Mamoun N. Akroush, 2008. "Exploring the mediation effect of service quality implementation on the relationship between service quality and performance in the banking industry in Jordan," Global Business and Economics Review, Inderscience Enterprises Ltd, vol. 10(1), pages 98-122.
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    Cited by:

    1. Maja Arslanagić-Kalajdžić & Selma Kadić-Maglajlić & Muris Čičić, 2014. "Students’ Perceptions about Role of Faculty and Administrative Staff in Business Education Service Quality Assessment," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(1), pages 93-108.
    2. Lorena Bašan & Jelena Kapeš & Ana Kamenečki, 2021. "Tourist Satisfaction as a Driver of Destination Marketing Improvements: The Case of the Opatija Riviera," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(1), pages 93-112.

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