Research on affecting of service quality with customer satisfaction: case exo travel danang

The impact of service quality on customer satisfaction at Exotissimo Travel Vietnam –Da Nang Branch was deployed to find out the factors in service quality that affected customer satisfaction. Consequently, the study has recommendations and proposals to the company leadership to better satisfy customer satisfaction. To perform this research, the authors has used two combined research methods: qualitative research and quantitative research. Qualitative research is built on the information and data collected from theories on tourism, economics, marketing, etc., previous research models company documents, and in-depth interviews with experts. Quantitative research was conducted through the interviewing process of 180 Exotissimo’s customers with the questionnaire. The study has detected 5 factors in service quality including Tour guide, Tour price and other services, Tour Program, Transportation, and Brand Image. By SPSS 20.0 Analysis, the authors has expressed results in the research that all 5 factors influent customer satisfaction. In particular, the “tour program” is the most powerful factor affecting tourists’ satisfaction. The following factors are respectively: “Brand Image”, “Tour Prices and other services”, and “Tour Guides”. The lowest factor that affects satisfaction is “Transportation”.