The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies)

Figures & data

Figure 1. Research conceptual model

Table 1. Introduction of the questionnaire

Variables		References	Cronbach’s alpha
Service quality	1. Employees were friendly and courteous.	J. Hutchinson et al. (2009)	0.79
	2. Employees provided prompt service.
	3. Employees were always willing to help.
	4. Employees were knowledgeable about the products and service offered.
	5. Employees were professional and gave you confidence.
	6. Employees of travel agents understand your specific needs.	(Johns, Avcí, & Karatepe, 2004)
	7. Travel agents provide their services at the time they promise to do.
	8. Travel agents have modern looking equipment and new technologies.	(Mohamed, 2006)
	9. All the promised tasks by travel agents well performed and perfected.
	10. When there is a problem, there is always a quick response.
	11. You feel safe in your transactions with the agency.
	12. Travel agents look for the best for the interests of their customers.
	13. Travel agents have flexible convenient working hours.
WOM	1. I would say positive things about travel agency to other people.	N. M. Suki (2014) Y. K. Kim, H. R. Lee (2011)	0.91
	2. I would recommend this travel agency to someone who seeks my advice.
	3. I would encourage friends and relatives to use this travel agency.
	4. I would highlight the positive aspects of this travel agency to anyone who criticized it.
Revisit intention	1. I consider this travel agency as my first choice compared to others.	T. (Terry) Kim et al (2009) H. J. Kim et al (2013)	0.92
	2. I intend to revisit this travel agency in the near future.
	3. It is very likely that I will revisit this travel agency.
	4. I would like to revisit this travel agency more often.
Satisfaction:	1. I think I made the right decision by choosing this travel agency.	S. San-Martin et al (2015) H. J. Kim et al (2013) Y. Shi et al (2014)	0.80
	2. I am pleased to have visited this travel agency.
	3. I feel satisfied with the travel agency service.
	4. The travel agency performance exceeds my expectations.
	5. The travel agency performance exceeds my hypothetical ideals for hotel service.

Table 2. Demographic profile of respondents (N = 387)

Variables	Frequency	Percent
Gender
Male	175	45.2
Female	212	54.8
Age (years)
≤20	69	17.8
21–40	186	48.1
41–60	95	24.5
≥61	37	9.5
Education
≤ diploma	142	36.7
Bachelor	154	39.8
MA	91	23.5
Income
<12,000,000	113	29.2
12,000,000–30,000,000	100	25.8
30,000,000–50,000,000	109	28.26
50,000,000–70,000,000	37	9.6
>70,000,000	28	7.2

Table 3. Confirmatory factor results

Hypothesis	Standardized value	T-value	results	AVE	CR
Service quality→ satisfaction	0.65	12.24	confirm	0.53	0.75
Service quality→ WOM	0.62	12.07	confirm	0.57	0.74
satisfaction→ WOM	0.74	12.27	confirm	0.62	0.83
WOM→ revisit intension	0.57	11.90	confirm	0.67	0.79
satisfaction→ revisit intension	0.67	10.87	confirm	0.59	0.85

Figure 2. Fit indicators for measuring models

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