Understanding service encounter and loyalty in Malaysian travel agencies / Nurulaini Abas and Mazlina Mahdzar

The primary goal of this research is to understand service encounters on customer loyalty in Malaysian Travel Agencies. It is concerned with personal interaction and physical interaction interacts with travel agencies in order to influence loyalty. Previous studies found that complaints about travel agencies' services by customers lead to future negative behavior. The findings from previous studies will later be implemented as a model for understanding the traveler’s needs in service encounters and loyalty. This will lead to positive future behavior to cater to customer needs and wants, thus becoming more competitive. Therefore, the current study will contribute to the literature associated with service in the travel agencies sector and tourism industry through a variety of methods. By understanding the issues, the travel agency company will be able to expand more appropriate strategies to keep current customers and attract potential customers. Furthermore, the result of this study will help policymakers or governments in the travel agency industry to find key elements affecting customers to be loyal and build up recommendations.