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SOCO's impact on service outcomes of tour guides: the moderating effect of customers’ shopping orientation

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  • Sheng-Hshiung Tsaur
  • You-Yu Dai
  • Jui-Shiang Liu

Abstract

This research examines the effects of both sales-oriented and customer-oriented service strategies of tour guides on service outcomes: rapport, customer satisfaction, customer loyalty, and willingness to tip. This research also investigates how customers’ shopping orientation moderates the above relationships. A convenience sampling was conducted and 370 valid questionnaires were obtained. The data were analysed using structural equation modelling. The findings are as follows: (1) customer-oriented strategy of tour guides has a significantly positive impact on the service outcomes; (2) selling-oriented strategy of tour guides has a significantly negative impact on customer satisfaction and customer loyalty; and (3) shopping orientation of tour members moderates the relationships between selling orientation and service outcomes. Thus, if tour guides can provide service for customers in a suitable way, they will then improve the customers’ perception of services. These findings provide practical information for travel agencies and tour guides.

Suggested Citation

  • Sheng-Hshiung Tsaur & You-Yu Dai & Jui-Shiang Liu, 2018. "SOCO's impact on service outcomes of tour guides: the moderating effect of customers’ shopping orientation," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(8), pages 917-933, May.
    • Handle: RePEc:taf:rcitxx:v:21:y:2018:i:8:p:917-933
    DOI: 10.1080/13683500.2015.1118444
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