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FRAMEWORK
CAUSAL EFFECT RELATIONSHIP
Empathy
Assurance
Satisfaction
Reliability
Service Quality
Responsiveness
Tangible
Trust
Hypotheses 1
There is a positive relationship between service quality and customer satisfaction in Malaysian rural tourism
Hypotheses 2
There is a positive relationship between service quality and trust in Malaysian rural tourism
Hypotheses 3
There is a positive relationship between customer trust and trust in Malaysian rural tourism
Hypotheses 4
There is a positive indirect relationship between service quality, customer trust and trust in Malaysian rural tourism
ITEMS
(SERVICE QUALITY)
TANGIBLES
The site is well kept and restored
The attraction environment is attractive
The attraction is uncrowded and unspoiled
Direction signs to show around the attraction are clear and helpful
Staff are presentable and easily identified
The physical facilities offered are well maintained and in good condition
The attraction is clean
THEORY REVIEW
Oliver 1977 & 1980
Expectation Disconfirmation theory
MORE INFO :
individuals foresee there will be a certain level of service when they involve in a purchase transaction
When customer get into the actual service, they will have a convincing perception with regards to the service performance they are involving.
There will be some degree of positive and negative disconfirmation to develop when pre and post purchase anticipations are evaluated which in turn will influence the overall satisfaction.
This theory has become well known in
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Become crucial factor in
Marketing
Academical
Domain
Information
system
Banking
Oliver and Swan, 1989; Oliver, 1993
MORE INFO :
Oliver and Swan, 1989; Oliver, 1993
improve the original of expectancy disconfirmation by including performance, affect and equity as the factors determine customer satisfaction and repurchase intention
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