Corresponding Author ORCID Identifer
Omar Abdulaziz Sultan Abdullah https://orcid.org/0009-0001-4030-2383
Document Type
Research
Abstract
This study examines the impact of the service marketing mix on customer loyalty towards travel agents in Oman after the COVID-19 pandemic. The study seeks to comprehend the influence of the service marketing mix (7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence) on customer loyalty to travel agents in Oman in the post-COVID-19 pandemic era in a swiftly changing market. The study uses a quantitative research methodology, sending a self-administered survey questionnaire to travel agencies in Oman. The data are examined using Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate the presented hypotheses. The results are anticipated to demonstrate substantial correlations between different components of the service marketing mix and client loyalty, offering valuable insights for travel firms to improve their strategic marketing endeavours. This study enhances our comprehension of consumer loyalty dynamics in the travel sector, providing practical insights for enhancing service quality and implementing client retention tactics in the aftermath of the epidemic.
Keywords
Service Marketing Mix, Customer Loyalty, Travel Agents, Post COVID – 19, PLS-SEM
Cite This Article
Abdullah, O. A. S., Mahdee, J. B. M. ., & Fauzi, N. B. M. (2025). The Influence of Service Marketing Mix on Customer Loyalty Towards Travel Agents Post Covid-19 Pandemic. International Journal of Management, Finance and Accounting, 6(1), 243–276. https://doi.org/10.33093/ijomfa.2025.6.1.9
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
