Universal Journal of Management Vol. 3(9), pp. 353 - 363
DOI: 10.13189/ujm.2015.030902
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The Effect of Service Failure on Customer Switching Intention in the Tourism Industry


Li-mei Hung , Yueh-shian Lee *
Department of Hospitality Management, HUNGKUANG University, Taiwan

ABSTRACT

As people's standard of living has increased, tourism's is taking a greater share in peoples' consumption. The tourism market continues to expand; however, customers' complaints became more frequent, travel agencies and tourists had more disputes, and there have been increased service failures of travel agencies. Therefore, how to reduce customers switching intention became one of the critical issues. This study investigates the effect of service failures on customers switching intention and personality traits. The results showed that travel agencies notify customers reservation cannot be made due to insufficient number of participants before departure have no effect on the customer switching intention. Service failure on the journey about important attractions unable to visit or must cancel the attractions journey or tour guide provides poor service effect on the customer switching intention.

KEYWORDS
Service Failures, Customers Switching Intention, Personality Traits, Tourism Industry

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Li-mei Hung , Yueh-shian Lee , "The Effect of Service Failure on Customer Switching Intention in the Tourism Industry," Universal Journal of Management, Vol. 3, No. 9, pp. 353 - 363, 2015. DOI: 10.13189/ujm.2015.030902.

(b). APA Format:
Li-mei Hung , Yueh-shian Lee (2015). The Effect of Service Failure on Customer Switching Intention in the Tourism Industry. Universal Journal of Management, 3(9), 353 - 363. DOI: 10.13189/ujm.2015.030902.