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| Author: | Dean, A. Morgan, D. Tan, T. E. |
| Title: | Service quality and customers' willingness to pay more travel services |
| Journal: | Journal of Travel & Tourism Marketing
2002 : VOL. 12:2/3, p. 95-110 |
| Index terms: | Travel Tourism Service quality Consumer satisfaction Prices |
| Language: | eng |
| Abstract: | The results of the study revealed that while many consumers were able to pay more for travel services, fewer were willing to do so. Service quality and its underlying dimensions were positively associated with selected WTPM items. The findings support and extend previous studies on the service quality-behavioural intentions link and provide practical implications for the travel industry in relation to a differentiated price and service strategy. |
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