| dc.description.abstract | This study attempts to identify the relationship between six components of
service-dominant orientation and customer satisfaction, and to investigate the effect of
customer satisfaction on repurchase intentions of customers who use the package tour
service of travel companies. Data were conveniently collected at tourist attractions and
airports in Da Nang and Ho Chi Minh City (HCMC). The study employed SPSS 20.0 and
AMOS 20.0 for analyzing data and assessing the SEM model. The unit of analysis was at
individual level with the sample size of 342 tourists in Da Nang and HCMC. The findings
of this study showed that the higher levels of relational interaction, ethical interaction,
empowered interaction and developmental interaction, the higher level of customer
satisfaction. In turn, customer satisfaction plays crucial roles and significantly affect
repurchase intentions. Based on the results of Structural Equation Modeling (SEM), this
study provided managerial implications in enhancing co-creation and service-dominant
orientation, especially focusing on developmental interaction, ethical interaction,
relational interaction, empowered interaction to satisfy customers with good package tour
service. This would increase the level of repurchase intentions and build the
differentiation for long term success.
Key words: Customer Satisfaction, Package tour service, Repurchase Intentions,
Service-dominant orientation. | en_US |
