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This study contributes to a conceptual model that, reflecting the mediating role of customer satisfaction and the moderating role of perceived value, indicates the effect of service quality on customer loyalty in the travel agency sector. The analysis confirms that customer satisfaction is positively influenced by service quality, whereas customer loyalty is positively influenced by customer satisfaction. Furthermore, customer loyalty is indirectly influenced by service quality through customer satisfaction. Finally, other key finding is the relationship between customer satisfaction and customer loyalty, which is stronger for customers who perceive high value than for those who perceive low value. According to the findings, the implications and future research directions are provided.