Enhancing Singapore travel agencies' customer loyalty: an empirical investigation of customers' behavioural intentions and zones of tolerance

The services marketing literature focuses on the measurement of service quality and its impact and consequences on businesses. Set in the context of the travel retail agency in Singapore, this study focuses on the relationship between service quality and favourable behavioural intentions. The findings revealed that improving service quality can increase favourable behavioural intentions. However, service improvements that exceed customers' minimum‐service threshold and those that exceed customers' desired‐service level were found to have mixed effect on behavioural intentions. Hence travel agencies must carefully determine the behavioural intentions they wish to foster amongst their various customers and develop service quality strategies in line with the findings of this study. Copyright © 2007 John Wiley & Sons, Ltd.