Citation

Sultan Abdullah, Omar Abdulaziz (2026) Influence of service marketing mix on customer loyalty towards travel agents in Oman. Masters thesis, Multimedia University.

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Abstract

As Oman strives to achieve its vision for 2040, maintaining customer loyalty while service delivery, service marketing, and service quality become critical in assessing customer loyalty to travel agencies in Oman and the travel and tourism sector in Oman becomes an essential component of the travel and tourism industry. Capturing the roles of the service marketing mix which consists of 7Ps and the role of service marketing in improving customer loyalty to travel agencies in Oman. Of the various marketing mix models applied in service marketing, this study examines the service marketing model and integrates the dimensions of service quality, relationship marketing, and customer satisfaction. A framework based on empirical evidence, to assess the marketing mix, without incorporating the effects of mediating, moderating and/or moderating effects. A cross-sectional study was carried out in the travel sector in Oman using a travel agency as a measurement tool. A 7-part questionnaire is distributed to customers of travel agencies in Oman. Using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique, results were obtained for the measurement and structural models. The results of the study confirmed the importance of the various marketing mix dimensions as well as the importance of marketing mix dimensions in developing customer loyalty, which was the most important objective of the study. The study is one of the first empirical studies in Oman to analyze the travel agency marketing mix in Oman. The results will assist managers and policymakers in allocating marketing resources, developing strategies to improve customer retention, and building sustainable competitive advantages in the tourism sector in Oman.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.525 .O43 2026
Uncontrolled Keywords:	Customer loyalty
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	05 Oct 2026 07:03
Last Modified:	05 Oct 2026 07:03
URII:	http://shdl.mmu.edu.my/id/eprint/16885

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