Influence of customer satisfaction on service quality and trust relationship in Malaysian rural tourism / Zahir Osman and Ilham Sentosa

• Main Author: Sentosa, Ilham
• Format: Article
• Language: English
• Published: Faculty of Business Management 2013
• Subjects: Travel and state. Tourism
• Online Access: http://ir.uitm.edu.my/id/eprint/8735/1/AJ_ZAHIR%20OSMAN%20BMQR%2013.pdf; http://ir.uitm.edu.my/id/eprint/8735/; http://www.bmqruitm.com/
• Institution: Universiti Teknologi Mara

The main purpose of this study is to develop a mediating effect understanding of customer satisfaction on service quality and trust relationship in Malaysia rural tourism. The model was developed and later tested by adopting the partial Least Square (PLS) procedure on data collected from a survey th...