Structural Equation Modeling for the Relation Between Service Quality of Tourism in Aser Region and Customer Satisfaction and Intention in the Light of Ksa Vision 2030

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Structural Equation Modeling for the Relation Between Service Quality of Tourism in Aser Region and Customer Satisfaction and Intention in the Light of Ksa Vision 2030

Abdelgalal Osman Idris *a       &      Anowr Elzain Babiker b

King Khalid University.

Abstract                                

This study aims to build a model to measuring the service quality of tourism in Aser region and its relationship with customer satisfaction and the customer’s intention, considering customer satisfaction as a mediator variable. The study tool design was based on the theories and previous studies with five factors for service quality, five variables for customer satisfaction, and three variables of customer’s intention. Data were collected from  Asir region in the Kingdom of Saudi Arabia, and the sample size was 420 individuals. Structural equation modeling was used to build the model using AMOS 23 software. The study has concluded to various results, the most important is that the service quality of tourism in Asir region consists of five factors. Secondly, there are a statistically significant relationship between the service qualities and customer satisfaction.  Thirdly, there is no significant relationship between service quality and customer’s intension. Fourthly, customer satisfaction does not mediate the relationship between the service quality of tourism and the customer’s intention. In addition, the results has indicated that independence of the respondents’ opinions on age and gender, except for the relationship of gender and customer’s intentions. The study recommendations could be summarized as: reliance on the service quality model of tourism in Asir region on factors (tangibility, reliability, safety, responsiveness and sympathy) to develop the tourism sector and benefit from the tourism resources enjoyed by the region. Moreover, proposing additional mechanisms for the service quality of tourism in order to attract customers to return to tourism in Asir region.

Muthanna Journal of Administrative and Economic Sciences, 2021, Volume 11, Issue 2, Pages 142-156

DOI:10.52113/6/2021-11/142-156

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