The Influence of Service Marketing Mix on Customer Loyalty Towards Travel Agents Post Covid-19 Pandemic
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study examines the impact of the service marketing mix on customer loyalty towards travel agents in Oman after the COVID-19 pandemic. The study seeks to comprehend the influence of the service marketing mix (7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence) on customer loyalty to travel agents in Oman in the post-COVID-19 pandemic era in a swiftly changing market. The study uses a quantitative research methodology, sending a self-administered survey questionnaire to travel agencies in Oman. The data are examined using Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate the presented hypotheses. The results are anticipated to demonstrate substantial correlations between different components of the service marketing mix and client loyalty, offering valuable insights for travel firms to improve their strategic marketing endeavours. This study enhances our comprehension of consumer loyalty dynamics in the travel sector, providing practical insights for enhancing service quality and implementing client retention tactics in the aftermath of the epidemic.
Authors: Omar Abdulaziz Sultan Abdullah, Junainah Mohd Mahdee, Nurazlin Mohd Fauzi, Universiti Sains Malaysia, Malaysia
Institution: Multimedia University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408097412