The Effect of Tangibility on Assurance and Reliability: The mediating role of empathy and responsiveness in ecotourism.
Keywords:
Servqual, Ecotourism, Structural EquationsAbstract
The objectives of this study were: (1) to examine the effects of tangibility on assurance and reliability, and (2) to examine the mediation of empathy and responsiveness and the effects of tangibility on assurance and reliability in ecotourism in the upper northeastern region of Thailand. This survey research used questionnaires to collect data from 392 samples. Quantitative data were statistically analyzed using structural equation modeling. It was found that tangibility influenced empathy and responsiveness, which in turn influenced assurance and reliability. The managerial implications are discussed.
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