Evaluating Tourism Service Quality Provided to the European Tourist “Applied on the British tourist"

Abstract Service quality (SERVQUAL) has received a considerable attention in the last 50 years. While Service quality are well documented in the literature review, fewer studies have been investigates the relationship of Service quality with customer satisfaction and behaviour intention, and particularly in tourism. The aim of this paper is to examine the causal direct and indirect impact of service quality on customer satisfaction and behaviour intention. A total of 390 usable responses were obtained with a response rate of 71%. Structural equation modelling was used to analysis the current research data. The structural equation modelling results indicate that all the employed dimension to measure service quality (tangibility, reliability, responsiveness, assurance, and empathy) have direct influence on customer satisfaction and indirect impact on behaviour intention through customer satisfaction. These results help to clarify the mixed findings in the literature concerning the pattern of the causal relationship between service quality with customer satisfaction and behaviour intention. Finally, conclusions and limitations are outlined.