Title: Customer value - encounter satisfaction - overall satisfaction: examining the relationship in tourism destinations

Authors: Georgia Zouni; Markos Marios H. Tsogas; Dimitra Margieta Lykoudi

Addresses: University of Piraeus, Greece, Karaoli & Dimitriou St., 80, 185 34 Piraeus, Greece ' University of Piraeus, Greece, Karaoli & Dimitriou St., 80, 185 34 Piraeus, Greece ' University of Piraeus, Greece, Karaoli & Dimitriou St., 80, 185 34 Piraeus, Greece

Abstract: Over the past decade, several studies in services and tourism literature have been conducted and concluded that satisfaction is associated and affected by value because value appraisals precede satisfaction. This study aims to examine the relationship between customer satisfaction from each destination service/encounter and overall, and its antecedent, customer value. The proposed relationships are tested using the structural equation modelling (SEM) analysis at an established Greek heritage destination, Olympia. The results indicate that value dimensions can explain considerably the destination service encounter satisfaction, which in turn contributes to overall satisfaction. This study can be considered among the first attempts to empirically test the relationship of service encounter satisfaction from every destination service and customer value.

Keywords: customer value; overall satisfaction; service encounter satisfaction; tourism; destination; experiential marketing; structural equation modelling; SEM.

DOI: 10.1504/IJSEM.2019.105019

International Journal of Services, Economics and Management, 2019 Vol.10 No.4, pp.357 - 379

Received: 17 Dec 2018
Accepted: 24 Aug 2019

Published online: 10 Feb 2020 *

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