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An Evaluation Framework for Cameroon Inbound Tour Operator Service Quality

In: Innovation and Creativity in Tourism, Business and Social Sciences

Author

Listed:
  • Eyong Ayuk Ako-Ebot

    (University of Bertoua)

  • Marios Sotiriadis

    (Ningbo University)

  • Cina Zyl

    (University of South Africa)

Abstract

In the era of rising global competition, service quality assessment is vital for the success of the inbound tour operator industry in Cameroon following a general feeling of poor service quality. This research aimed at elaborating, suggesting, and validating a service quality evaluation framework by applying the sequential explanatory mixed-method design and adopting a blended approach of management and marketing. Firstly, the research suggested a theoretical framework, drawn on seminal SERVQUAL model. Secondly, an empirical study attempted to test and validate the suggested framework within the context of Cameroon. Using the purposive sampling technique, online questionnaires were administered to staff (managers and employees) and customers of inbound tour operators. Quantitative data was collected from managers [N = 12], employees [N = 25], and customers [N = 126]. It was used to inform and prepare in-depth semi-structured interviews with seven (7) tourism experts. Quantitative data was analysed using statistical techniques. Conversely, qualitative data was analysed using descriptive statistics and inferential analysis applied the grounded theory. The results identified the determining factors of service quality for inbound tour operators and crafted a service quality path model, which revealed that both customer-centric and service-centric outcomes must be assessed to achieve comprehensive service quality objectives and outcomes bringing about the customers’ satisfaction zone.

Suggested Citation

  • Eyong Ayuk Ako-Ebot & Marios Sotiriadis & Cina Zyl, 2025. "An Evaluation Framework for Cameroon Inbound Tour Operator Service Quality," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Carlos Costa (ed.), Innovation and Creativity in Tourism, Business and Social Sciences, pages 557-585, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-87019-4_37
    DOI: 10.1007/978-3-031-87019-4_37
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