Estimation of Customer Dissatisfaction Based on Service Quality Gaps by Correlation and Regression Analysis in a Travel Agency

Arash Shahin, Nassibeh Janatyan


The main aim of this paper is to analyze the correlation of service quality gaps and to estimate customer
dissatisfaction based on those gaps in the Iran Travel Agency (ITA) as one of the international travel agencies of
the country. For this purpose, a questionnaire has been designed based on the SERVQUAL approach
(perceptions and expectations), which includes five major categories of service quality dimensions and are
subdivided into 15 dimensions and an additional question for measuring the overall dissatisfaction. 30 regular
customers of the agency have been asked to fill the questionnaires. The correlation of service quality gaps and
then the relationship between overall customer dissatisfaction and major service quality gaps are determined by
correlation and regression analysis. The findings imply that the maximum value of gap is related to 'appealing
accommodation facilities', which is a part of the dimension of tangibles. The minimum values of the gaps are
also related to 'on time delivery' and 'reputation of service. The correlation analysis has not addressed any
significant correlation among the gaps. Ultimately, regression analysis has approved and estimated linear
correlation between the gaps of empathy and tangibles and the overall customer dissatisfaction.

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