The Influence of Service Quality on Satisfaction and Revisit Intention toward Tour Businesses among Generation C Tourists in Songkhla Province
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Abstract
This article aimed to examine the effects of service quality on customer satisfaction and revisit intention among GEN C tourists in Songkhla Province, as well as the effect of customer satisfaction on revisit intention. A quantitative research approach was employed. Data were collected through questionnaires from 400 GEN C tourists in Songkhla Province using purposive sampling. The data were analyzed using percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression analysis. The findings indicated that (1) the service quality dimensions of tangibles, responsiveness, assurance, and empathy had significant positive effects on customer satisfaction; (2) tangibles, reliability, responsiveness, assurance, and empathy had significant positive effects on revisit intention; and (3) customer satisfaction had a significant positive effect on revisit intention. These findings suggest that service quality plays a critical role in enhancing customer satisfaction and encouraging revisit intention among GEN C tourists. Therefore, tour operators should continuously enhance service quality to improve customer satisfaction and strengthen long-term customer loyalty.
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