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.
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. https://doi.org/https://doi.org/10.32508/stdj.v17i2.1335
Science and Technology Development Journal (1859-0128) is published by
Science and Technology Development Journal (STDJ) (1859-0128) is the official journal of Viet Nam National University Ho Chi Minh City, Viet Nam, published by Viet Nam National University Ho Chi Minh City, Viet Nam. Science & Technology Development Journal is a multiple discipline science journal covering from natural science, engineering & technology, humanities, art, laws, economics, earth science, environment, social sciences and health sciences.