Service quality of travel agents in Turkey.

Customer satisfaction is an important measure of service quality in travel agents. Customers’ perceptions about agents seem to have been largely ignored by agent management in developing countries. The assessment of service quality provides an important feedback for agents to assess and improve its service to its customers. The aim of this study is to develop a reliable and valid instrument measure customer satisfaction in travel agents. A questionnaire to measure the service quality of travel agents was used and a total of 217 customers in Turkey were interviewed. Factor analysis was utilized to determine the factor structure. The instrument of the customer satisfaction developed in this study provides insights to the researches who study the improvement of customer satisfaction with service quality of travel agents and decision markers. [ABSTRACT FROM AUTHOR]