SERVICE QUALITY AND CUSTOMER SATISFACTION MEASUREMENT OF DAILY TOURS: AN APPLICATION OF DAILYSERV SCALE

The purpose of this research is to measure daily tour service quality and customer satisfaction. It aims to understand the nature of relationship between these two constructs. Data were collected from 193 participants of daily tours in Dubrovnik city area using DAILYSERV scale. To examine the influence of daily tour service quality dimensions on overall service quality and on overall satisfaction, multiple regression analysis was performed. Significant and positive effects of daily tour service quality dimensions on overall service quality and on overall satisfaction were detected. Dimensions “activities carried out” and “transportation” have the highest impact on daily tour overall service quality. In addition, tour guide and activities carried out are the most critical daily tour features that significantly influence overall satisfaction with daily tour. Thus, daily tour operators should invest in these dimensions to enhance overall service quality and customer satisfaction.