SERVICE QUALITY, CUSTOMER ENGAGEMENT, AND CULTURAL AND EXPERIENTIAL OFFERINGS ON CUSTOMER LOYALTY TOWARD CAMBODIA TOUR OPERATORS

Abstract

This study will identify the service quality, customer engagement, and cultural and experiential offerings influencing customer loyalty toward Cambodia tour operations. The income of each citizen of Cambodia increases mainly in the city. It will continue growing in the future as the tourism industry continues to expand optimistically, even though some survived the previous few years due to the COVID-19 pandemic. Moreover, this research is also ground in some theorical framework such as SERQUAL model, Social Exchange Theory, Relationship Marketing Theory and Engagement Theory. For data collection employes a quantitative methodology using questionnaire distributed via social media and another online platform. The research hypotheses were tested using descriptive and inferential statistics to understand the influence of dimensions. The analysis results showed that all hypotheses proposed were supported, revealing that service quality, customer engagement, and cultural and experiential offerings have significant influence on customer loyalty toward Cambodian tour operators.