Citation

Sultan Abdullah, Omar Abdulaziz and Mohd Mahdee, Junainah and Mohd Fauzi, Nurazlin (2025) The Influence of Service Marketing Mix on Customer Loyalty Towards Travel Agents Post Covid-19 Pandemic. International Journal of Management, Finance and Accounting, 6 (1). pp. 243-276. ISSN 27351009

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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-C OVID-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.

Item Type:	Article
Uncontrolled Keywords:	Service Marketing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	25 Jun 2025 09:33
Last Modified:	25 Jun 2025 09:33
URII:	http://shdl.mmu.edu.my/id/eprint/14042

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