The effect of overall service quality on customer satisfaction: The moderating role of travel experience

The purpose of this study is to explore the relationship between overall service quality and customer satisfaction, further, this relationship is examined in terms of travel experience as a moderator. The study mainly focuses on eco-tourism and collected data from tourists travelling to China. Convenience sampling was used for data collection and a questionnaire used from previous studies. AMOS software analyzed the data collected from 341 respondents. The results highlighted that there is a significant and positive relationship between overall service quality and customer satisfaction. Moreover, the presence of travel experience as a moderator strengthens this relationship. This research is limited to eco-tourism and future studies could be done from the perspective of any other country with a large sample size.