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Malaysian Rural Tourism32 Vol. 2, No.1 (January 2013) which represents 38.94 percent of the direct effect. In view of that, it is concluded that customer satisfaction is partially mediates the relationship between service quality and customer loyalty. Based on the above findings, it is concluded that customer satisfaction plays a role as mediator and has mediating affect on service quality and customer loyalty relationship in Malaysia rural tourism industry. The research findings suggest that customer‟s satisfaction among rural tourism tourists can be improved and enhanced by focusing on factors that can enhance service quality. On the other hand, rural tourism tourists‟ loyalty can be strengthened andenhanced by raising the level of customer satisfaction among rural tourism tourists. Eventually, customers‟ satisfaction among rural tourism tourists should play an important factor to increase rural tourism operators‟ profit. This research highlights thebelief that customers‟ satisfaction plays a crucial role in Malaysia rural tourism industry. It puts frontward one probable the elusive link causal explanation between customers‟ satisfaction and profitability of the business. References Akbar, M. M., & Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customer loyalty. ABAC Journal, 29(1), 24-38. Baker, D., & Crompton, L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 758-804. Baldinger, A., & Rubinson, J. (1996). Brand Loyalty: the Link between Attitude and Behavior. Journal of Advertising research, 2, 84-97. Barclay, D., Thompson, R., and Higgins, C. (1995). The Partial Least Squares (PLS) Approach to Causal Modeling: Personal Computer Adoption and Use an Illustration. Technology Studies 2(2), 285-309. Baron, R. M. & Kenny, D. A. (1986). The moderator mediator variable distinction in social psychological-research –conceptual, strategic, and statistical consideration. Journal of Personality and Social Psychology, 51(6), 1173-82. Baumann, C., Burton, S. & Elliott, G.(2005). Determinants of Customer Loyalty and Share of Wallet in Retail Banking. Journal of Financial Services Marketing, 9(3), 231-48. Bloemer, J., Ruyter, K., Wetzels, M. (1999). Linking perceived service quality and service loyalty: a multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106. Bowen, J. & Shoemaker, S. (1998). Loyalty: a strategic commitment. Cornell and Restaurant and Administration Quarterly, 39, 12–25. Chen, C. H., & Lee, H. Y. (2008). Empirical Analysis of the Customer Loyalty Problem in the International Logistics Market. WSEAS Transaction on Business Economics, 4(5), 113-123. Chen, C., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions. Tourism Management, 28, (4), 1115-22. Chin, W.W. (1998). The Partial Least Squares approach for Structural Equation Modeling, in Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates, Mahwah, NJ.
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The Land, Customer Satisfaction and Customer Loyalty, Customer Loyalty Relationship