ROLE OF SERVICE QUALITY, CUSTOMER-PERCEIVED VALUE AND CUSTOMER SATISFACTION OF THE TRAVEL AGENCY IN BEIJING

Abstract

The research investigated the role of service quality, customer-perceived value, and
customer satisfaction of the travel Agency in Beijing. The conceptual framework was
developed from the literature review, survey, and other contemporary research in human
resource management. Accordingly, the researchers consider the importance of customer
perception, social exchange, service quality, reliability, quick responsiveness, and customer
satisfaction. In this, the researchers employed the quantitative research approaches. The
instruments of research were the steps of a questionnaire. Data were collected from 359 people
who are employees of the travel agency in Beijing. The data collected were analyzed using
descriptive statistics as mean, standard deviation, and percentage on the basis of observing the
actual employee satisfaction of the organizations studied through all operational links in human
resource management. Findings are applications of customer perception, social exchange,
service quality, reliability, quick responsiveness, and customer satisfaction are high-level.