A study on Impact of travel agency services on customer satisfaction

The travel and tourism industry has experienced significant transformations due to advancements in digital services, changing consumer behavior, and evolving market dynamics. This study examines the impact of travel agency services on customer satisfaction, focusing on key determinants such as service quality, perceived value, trust, and customer loyalty. Using a structured questionnaire, data was collected from 400 respondents who had recently availed travel agency services. The study employs Structural Equation Modeling (SEM) to analyze the relationships among variables. The findings indicate that service quality and perceived value significantly enhance customer satisfaction, which in turn strengthens customer loyalty and retention. Additionally, trust in the travel agency serves as a crucial factor in influencing satisfaction levels. The reliability analysis confirms strong internal consistency among constructs, while correlation and regression analyses highlight positive associations between independent and dependent variables. The study also discusses managerial implications for travel agencies in improving service efficiency and customer trust. Limitations include the study’s cross-sectional design and reliance on self-reported data. Future research should explore the role of emerging digital technologies such as artificial intelligence, blockchain, and virtual reality in reshaping customer experiences in the travel sector. The findings offer valuable insights for industry stakeholders seeking to enhance customer engagement and long-term relationships in a highly competitive market.