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The Relationship between Tourism Service Quality, Tourist’s Satisfaction and
Loyality: A Study by Using Smart PLS-SEM Approach
Article · January 2023
DOI: 10.12691/jbe-11-1-1
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Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport, 2023, Vol. 11, No. 1, 1-7
Available online at http://pubs.sciepub.com/jbe/11/1/1
Published by Science and Education Publishing
DOI:10.12691/jbe-11-1-1
The Relationship between Tourism Service Quality,
Tourist's Satisfaction and Loyality: A Study
by Using Smart Pls-Sem Approach
Nguyen Thi Loan1,*, Mai Anh Vu2, Vu Van Tuyen2
1
Hong Duc University, No. 565 Quang Trung, Dong Ve, Thanh Hoa, Vietnam
Thanh Hoa University of Culture, Sports and Tourism, No. 561 Quang Trung, Dong Ve, Thanh Hoa, Vietnam
*Corresponding author:
2
Received January 02, 2023; Revised February 05, 2023; Accepted February 15, 2023
Abstract The study focuses on assessing the impact of factors of tourism service quality on satisfaction and the
level of influence of satisfaction on the loyalty of tourists who have experienced it at Sam Son beach, Thanh Hoa.
Based on inheriting and developing the SERVQUAL service quality model, there is an additional influencing factor
on "the rationality of service prices” be consided. The author will test the above relationships using a sample of
218 domestic tourists to Sam Son from June to September 2022 by using the partial least squares linear structure
(PLS) model -SEM) with Smart PLS software. The study results have shown that there are six factors affecting
tourist satisfaction; in addition, the research results have confirmed the impact of visitor satisfaction on tourist
loyalty in Sam Son, Thanh Hoa.
Keywords: tourism, service quality, satisfaction, loyalty, PLS-SEM
Cite This Article: Nguyen Thi Loan, Mai Anh Vu, and Vu Van Tuyen, “The Relationship between Tourism
Service Quality, Tourist's Satisfaction and Loyality: A Study by Using Smart Pls-Sem Approach.” Journal of
Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport, vol. 11, no. 1 (2023): 1-7.
doi: 10.12691/jbe-11-1-1.
1. Introduction
Thanh Hoa is known as one of the country's important
cultural and tourist centers with the strategy that by 2025
tourism will become the spearhead economic sector of
the province. On that basis, sea-island tourism and
eco-tourism are two main products, along with other types
of tourism, that create the diversity and attractiveness of
Thanh Hoa's tourism. Sam Son is a famous beach tourism
destination for Thanh Hoa and the whole country because
of the scenery's features and the beauty of the beach and
the waves.
In the first six months of 2022, according to the
Tourism report lunched by Sam Son gorvenment, Sam
Son city has welcomed over 4.1 million visitors, 2.59
times higher than the same period in 2021, exceeding
17.88% of the year plan; serving 8,431,444 domestic and
foreign guests, 2.35 times higher than the same period in
2021, exceeding 2.2% of the plan. Revenue reached VND
3,450 billion, 2.47 times higher than in the same period in
2021, exceeding 9% of the plan in 2022 (UBDN Sam Son,
2022). To achieve the above results, Sam Son City has
organized a variety of tourism and cultural activities with
19 festivals and cultural and artistic programs, such as the
Festival of Prayer for Happiness at Doc Cuoc Temple,
Celebrating 115 years of Sam Son tourism and
opening the Sam Son Sea Tourism Festival in 2022; Love
festival - Hon Trong Mai; street carnival; kite flying
festival; parachute festival; Banh Chung - Banh Giay
festival; weekly Saturday night art program; a cultural
festival of ethnic groups and performance of traditional
costumes of Thanh Hoa province; display and introduce
OCOP products in Thanh Hoa province and organize a
pedestrian street and night market in Sam Son city in 2022.
It took a long time to decide to return to Sam Son.
However, the results of tourism activities in Sam Son still
need to be commensurate with the advantages and
potentials of the locality. One of the important reasons
identified is that the quality of tourism services still is not
good, this leading to low tourist’s satisfaction and return
rates therefore the time enjoy and stay at the Sam Sơn
destination is short. Therefore, assessing factors affecting
satisfaction and the relationship between satisfaction and
loyalty of tourists in Sam Son, Thanh Hoa, is essential.
The study will significantly contribute to evaluating the
relationship between service quality, satisfaction, and
loyalty of tourists, from which there are appropriate
solutions and impact strategies to improve customer
satisfaction when experiencing beach tourism in Sam Son,
Thanh Hoa.
2
Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport
2. Literature Review
2.1. Service Quality and Tourism Service
Quality
According to Parasuraman et al. [2], service quality is
the difference between customer expectations and their
perception of service results. Service quality is the
customer's perception of service results.
The service quality scale is called SERVQUAL scale
for short, including five essential components, which
are (1) Tangibles; (2) Reliability; (3) Responsiveness;
(4) Guarantee, and (5) Empathy. This scale has been
tested by Parasuraman et al. [2] for many different service
industries, such as banking, credit card service, and longdistance phone service; repair and maintenance services
are reliable and valuable and can be applied to other
service industries. However, many other researchers have
also tested this scale with different services in many
countries; the results show that service quality
components vary in each service industry and market.
According to the World Tourism Organization
UNWTO [3], the Quality of tourism services is reflected
in the expectations of tourists when visiting the
destination. It manifests through factors such as safety,
security, hygiene, accessibility, transparency, authenticity,
and harmony of tourism activities in relation to the
environment, people, and nature at the destination.
Wei [4] defines tourism service quality as outstanding
Quality, quality value, and Quality of amenities at each
level, and it is essential to meet tourists' expectations. It is
the result of comparing tourists' expectations of tourism
services and their feelings after using them.
2.2. Satisfaction and Relationship with
Tourism Service Quality
Many studies on customer satisfaction in service
industries have been carried out and concluded that
service quality and satisfaction are two concepts with
differences. Studies also show that service quality is the
cause of satisfaction. Service quality and customer
satisfaction are essential factors for the success of any
business [2]. Customer satisfaction results from their
perceived value in a transaction or relationship, where
value equates to perceived service quality versus expected
value from transactions or relationships with competing
suppliers [5,6]. To achieve customer satisfaction and
responsiveness, Parasuraman et al. [7] argue that when
perceived service quality is high, then it will lead to
increased customer satisfaction. The fact that service
quality leads to customer satisfaction agrees with the study
of Lee et al. [8]; the research team admits that customer
satisfaction is based on different service quality levels.
Many empirical studies have been conducted to prove
the relationship between service quality and satisfaction.
Notably, two studies by Cronin & Taylor [9] and Oliver
[10] have tested this relationship and concluded that
perceived service quality leads to customer satisfaction.
Studies have concluded that service quality is an
antecedent of satisfaction Cronin & Taylor [9] and a
significant factor affecting satisfaction. Oliver [10] said
service quality is a decisive factor in satisfaction.
In terms of the relationship between tourism service
quality and visitor satisfaction, Akbaba [11] assessed the
Quality of accommodation services in the Turkish tourism
industry and pointed out that the tangible factor is the
most critical factor affecting the perception of the Quality
of the accommodation service of tourists. Al-Ababneh [12]
studied tourism service quality and its impact on tourist
satisfaction and showed that three service quality factors:
facilities, accessibility, and attractiveness, positively affect
satisfaction. Luu Thanh Duc Hai [13] said that visitor
satisfaction is related to five factors: service delivery
ability, facilities, local characteristics, safety, and people,
which Local characteristics have the most substantial
impact. Recently, according to research by Nguyen Thi
Cam Phu [14], the four factors that affect visitor
satisfaction are trust and responsiveness, facilities,
empathy, and tangibles.
2.3. Satisfaction and Relationship with
Loyalty
Loyalty is viewed as the continued use of products &
services and customers' attitudes towards specific
organizations that provide such products & services. The
difference between attitudes and behaviors relates to
choosing particular products and services. Loyalty can be
divided into two parts: loyalty and attitude and behavioral
loyalty [15]. Many authors have studied loyalty based on
two aspects (approaches) of customer attitudes and
behaviors [16,17,18].
Customer loyalty can be measured through consumer
intent or saying positive things about the service provider,
the intention to encourage friends and family to use the
service, and the intention to purchase services from an
existing service provider [16,17,18].
The relationship between visitor satisfaction and loyalty
also depends on how satisfaction and loyalty are measured
[19]. Loyal customers are usually satisfied, but satisfied
customers must determine whether they are loyal.
According to Jones & Sasser [20], satisfaction alone is not
enough to make customers loyal, but the fact is that
tourists will often stay loyal if the tourist destination
pleases them.
The impact of satisfaction on loyalty can be measured
by returning to the destination and positive word of mouth
to those around (friends, colleagues, family) about the
tourist destination [21]. Experience studies have shown
that visitor satisfaction is a good indicator of return
intention and positive word of mouth. Another view points
out that the critical impact of satisfaction makes tourists
willing to pay more for the experience of tourism services
[22]. That is why satisfaction and loyalty are seen as the
most critical indicator of success in tourist destinations.
The degree of loyalty to the destination is often
reflected in the intention to return to the tourist destination
for the second, third, or fourth time, etc. Many authors
have also studied the relationship between tourist
satisfaction and behavioral intentions in the field of
tourism; most of the results confirm that visitor
satisfaction has a positive influence on willingness to pay
Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport
more for services as well as positive word of mouth
[23,24,25,26,27].
Thus, when tourists are satisfied with the destination, it
will make a good impression in their hearts, and the
choice of destination in their future vacation, the image of
the satisfying destination in the past will be actively
promoted and prioritized by tourists. Because once
satisfied customers tend to use the service more and more
often than unsatisfied customers. Moreover, when
satisfied, they tend to continue buying and even passing
on those services to acquaintances.
3
3. Materials and Methods
Quantitative Research: This is a formal research step by
collecting data through survey forms. Based on the study
of Höck & Ringle [28] for reference about the expected
sample size. Accordingly, the minimum sample size is
five times the observed variables. This is the appropriate
sample size for the study using Comrey factor analysis
[29]: N=5*m; note that m is the number of questions in
the survey. Therefore, the authors will survey the number
of questionnaires as N>5*m (votes).
Collected data will be processed by Smart PLS software.
It is expected that the topic will use the "Structural least
squares model analysis technique" to determine the degree
of influence of factors on satisfaction and the degree of
satisfaction on tourist loyalty.
3.1. Research Methods
3.2. Proposed research model
In this study, the authors used qualitative and
quantitative research methods to solve the proposed
research objectives.
Qualitative research: This is the research step that is
done after the research model is proposed. The authors
will conduct in-depth interviews with experts to survey
the suitability of the proposed research theory and model,
design scales for each influencing factor, and collect
opinions from experts to adjust the indicator questions and
move on to the quantitative research step.
They are inheriting and referencing research models on
the relationship between tourism service quality, tourist
satisfaction, and tourist loyalty. Especially the
SERVQUAL model of Parasuraman et al. [2]: reliability,
tangibles, responsiveness, Guarantee, and empathy. The
author proposes to add to the research model the factor
"Price rationality" because this is the factor that causes
much dissatisfaction among tourists when the author
analyzes and proposes the local tourism experience.
Proposing and consulting with experts, specific research
models are as follows:
Figure 1. Research model
The following hypotheses are proposed.
H1: There is a positive impact of reliability on tourist satisfaction
H2: There is a positive impact of responsiveness on tourist satisfaction
H3: There is a positive impact of guaranty on tourist satisfaction
H4: There is a positive impact of empathy on tourist satisfaction
H5: There is a positive impact of tangibles means on tourist satisfaction
H6: There is a positive impact of price rationality on tourist satisfaction
H7: There is a positive impact of tourist satisfaction on tourist loyalty
4. Results and Discussion
The research team randomly surveyed 250 tourists to Sam Son from June to September 2022. The content of the
survey consists of 8 items and 29 survey questions with a 5-level Likert scale. With the results obtained, 218 valid answer
sheets were. The data is cleaned, encrypted, and processed by Smart PLS. The results obtained are as follows:
4
Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport
Table 1. Summary of structural variables and scales
Iterms
Tourists Loyalty
(TL)
Tangible
(TA)
Sympathy
(SY)
Reliability
(REL)
Responsiveness
(RES)
Guarantee
(GU)
Tourist Satisfaction
(TS)
Price Rationality
(PR)
PR1
0,760
PR2
0,778
PR3
0,729
PR4
0,783
LO1
0,752
LO2
0,798
LO3
0,827
TA1
0,751
TA2
0,841
TA3
0,793
TA4
0,781
RE1
0,815
RE2
0,737
RE3
0,815
RE4
0,825
GU1
0,798
GU2
0,826
GU3
0,824
SY1
0,803
SY2
0,870
SY3
0,847
TS1
0,745
TS2
0,843
TS3
0,871
REL1
0,809
REL2
0,786
REL3
0,801
REL4
0,791
(Source: The author process data using Smart PLS).
The data on the standard Guarantee scale was further
analyzed using Smart PLS software. The data analysis
process follows the steps of Reflective model analysis in
the sequence presented in the Hair et al. (2016) document.
The removed variables have an "Outer loading"
coefficient of less than 0.4; variables have load factors
greater than 0.4 and less than 0.7. If removed, it improves
the statistical criteria to the required level. Table 1. shows
all the variable indicators corresponding to the factors to
ensure the load factor. The factors with corresponding
indicators are included in PLS-SEM analysis using Smart
PLS 3.3.3 software.
Table 2. The coefficients that determine the reliability of the analytical data
Reliability Index
(C’A)
Scale reliability
measurement (rho_A)
Composite Reliability
Index (CR)
Convergence
value (AVE)
Loyalty of tourists
0,704
0,710
0,835
0,629
Tangible
0,802
0,806
0,871
0,628
1,693
Sympathy
0,793
0,805
0,878
0,706
1,120
Reliability
0,809
0,810
0,874
0,635
1,552
Responsiveness
0,810
0,815
0,876
0,638
1,133
Guarantee
0,750
0,752
0,857
0,666
1,647
Tourist Satisfaction
0,758
0,773
0,861
0,675
1,000
Price Rationality
0,764
0,775
0,848
0,582
1,048
Factors
(Source: The author process data using Smart PLS).
Variance inflation
coefficient (VIF)
Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport
Table 2 presents the reliability parameters of the data in
which: Cronbach's Alpha index is the reliability indicator,
composite reliability index (Composite Reliability);
Variance Extracted (Average Variance Extracted). These
are important indicators to assess the reliability of research
data. Research data must ensure reliability when the
Cronbach's Alpha and Composite Reliability indexes must
be greater than 0.7 and the Average Variance Extracted
(AVE) index is more significant than 0.5. Therefore, the
data analyzed here ensures the necessary reliability.
Variance Inflation Factor (VIF): The index indicates the
possibility of multicollinearity in the model. Through
Table 2, it can be seen that the VIF values of all variables
in the model are less than 5. VIF index < 10 is acceptable,
however, to ensure reliability, the VIF index is at most 5,
according to Hair et al [30].
The R2 index (R-square value) measures the population
coefficient of determination, which is an indicator to
measure the model fit of data (the explainability of the
model). Hair et al. [30] suggested an R-square value of
0.75, 0.50, or 0.25.
Thus, in this model, adjusted R2 = 0.447 and 0.227 are
appropriate in this case study.
Table 3. Summary of R2 value
Factors
The overall
coefficient of
determination (R
Square)
The overall coefficient
of determination of
correction (R Square
Adjusted)
Loyalty of tourists
0,231
0,227
Tourist Satisfaction
0,462
0,447
(Source: The authors' process data using Smart PLS).
5
The function value f2 represents the influence of the
structure (factor) when removed from the model. The f2
values correspond to 0.02, 0.15, and 0.35 for the
exogenous variable's small, medium, and significant
effects [31]. If the effect size < 0.02, it is considered to
have no effect.
Table 4. Summary of f2 values
Factors
Loyalty of tourists
Tourist Satisfaction
Loyalty of tourists
Tangible
0,043
Sympathy
0,043
Reliability
0,059
Responsiveness
0,083
Guarantee
0,023
Tourist Satisfaction
0,300
Price Rationality
0,051
(Source: The authors' process data using Smart PLS).
In this model, we see that all links affect tourist
satisfaction, especially the link between tourist satisfaction
and loyalty has a powerful impact when f2 is 0.300.
Analyze the impact of factors in the research
model:
The research team carried out Bootrapping on Smart
PLS – Sem at 500. Table 5 observe the Inner Model
p-value (T-Value) and Outer Model p-value (T-Value)
indexes: p-value: must be less than 0.05, T-Value greater
than 1.96. It is found that the T-value and p-value indexes
are entirely consistent with the research model.
Table 5. The results determine the significance level and the combined impact of the factors (using Bootrapping on Smart PLS)
Original
Sample (O)
Sample Mean
(M)
Standard Deviation
(STDEV)
T Statistics
(|O/STDEV|)
T
(P Values)
Tangibles -> Tourist Satisfaction
0,199
0,204
0,059
3,341
0,001
Sympathy -> Tourist Satisfaction
0,161
0,164
0,052
3,072
0,002
Reliability -> Tourist Satisfaction
0,222
0,222
0,062
3,605
0,000
Responsiveness -> Tourist Satisfaction
0,225
0,221
0,048
4,675
0,000
Guarantee -> Tourist Satisfaction
0,142
0,142
0,064
2,211
0,027
Tourist Satisfaction -> Tourist Loyalty
0,480
0,490
0,045
10,587
0,000
Price rationality -> Tourist satisfaction
0,169
0,173
0,052
3,286
0,001
Factors
(Source: The authors' process data using Smart PLS).
Standardized Root Mean Square Residual (SRMR): calculated by the square root of this standardized residual, this
index indicates the goodness of fit of the research model. According to Hu & Bentler (1998), a suitable model will
usually have an SRMR value of less than 0.08. Through the research results, SRMR in Table 6 of the research model is
0.070, less than 0.08. In the case of the above research model, this condition is satisfied. Therefore, this model is suitable
for data analysis.
Table 6. Standardized Root Mean Square Residual (SRMR) Reliability Index
Saturated Model
The square root of the normalized remainder (SRMR)
(Source: The authors' process data using Smart PLS).
0.070
6
Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport
Summary model after analyzing data using Smart PLS software:
Figure 2. Data processing results
5. Conclusion
The author's research group synthesizes theoretical
issues on service quality, tourism service quality; the
relationship between tourism service quality and
satisfaction, and the relationship between satisfaction and
loyalty; It Proposes research methods and conducts data
processing surveys. The research results show the
following research implications:
Firstly, the research results have confirmed the positive
influence of 6 factors on tourist satisfaction after using the
data to test the statistical significance. Group of 6 factors
affecting visitor satisfaction in Sam Son, Thanh Hoa
includes (1) Reliability, (2) Responsiveness, (3) Guarantee,
(4) Sympathy and, (5) Tangibles, (6) Price Rationality.
Secondly, the research results also show the degree of
influence of each factor on the satisfaction of tourists in
Sam Son, Thanh Hoa in descending order specifically as
follows: (2) responsiveness has the most substantial
impact on the satisfaction of tourists; Next, the second
largest influence belongs to (1) Reliability; Impact level in
third place is (5) Tangibles, (6) Price rationality has
impact level in next position, (4) Empathy is in fifth place
and finally, the impact of (3) Guarantee.
Third, a positive relationship exists between the
satisfaction and loyalty of tourists. For tourists in Sam Son,
Thanh Hoa, if customers satisfy their satisfaction, they
will tend to return. The research results of the research
team are similar to the research results of some previously
researched and published authors: loyal customers are
often satisfied, but satisfied customers cannot conclude
that they are loyal. More than simple satisfaction is needed
to make customers loyal. Tourists will often stay loyal if
the travel destination pleases them. This is evident when
satisfaction explains only about 22.7% of tourist loyalty.
In addition to satisfaction, many other factors affect tourist
loyalty outside the research model mentioned above by the
research team.
Conflict of Interest
We certify that there is no conflict of interest with any
financial, personal, or other relationships with other
people or organization related to the material discussed in
the manuscript.
Financial support
Researchers received no research grant or funds for this
research project.
Ethics Statement
None.
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