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Many recent studies have focused on satisfaction as one of key concepts in consumer behavior while dissatisfaction has received a much lesser attention. In services where failure is inevitable, customer satisfaction and dissatisfaction may be interwoven along the service buying/ using process. This study examines simultaneously the effect of four service attributes on customer satisfaction and dissatisfaction which lead to the word-of-mouth effect. SEM analysis based on a sample of 382 customers of package tour service reveals that staff attitude and failure recovery have positive effects on satisfaction, but not on dissatisfaction. Then, satisfaction, but not dissatisfaction has a positive impact on word-of-mouth. A negative correlation has also been found between satisfaction and dissatisfaction. Discussions and implications are presented along these statistical results.

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Issue: Vol 17 No 2 (2014)
Page No.: 52-62
Published: Jun 30, 2014
Section: Economics, Law and Management - Research article

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Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Bui, B., Vo, L., & Pham, T. (2014). Antecedents and consequence of customer satisfaction and dissatisfaction: A study of tourism services. Science and Technology Development Journal, 17(2), 52-62.

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