The Impact of the Services Marketing Mix (7ps) on Customer Satisfaction as a Mediating Factor on Loyalty, Intentions, and Profitability in Indian Travel Agencies

Services marketing mix (7Ps) has a significant role in promoting customer’s satisfaction and loyalty. The present study, using structural equation modeling WarpPLS version (7) is used, aims at investigating the influences of (7Ps) on tourist’s loyalty. In addition, it measures the mediator effect of tourist’s satisfaction, consumer purchase intentions, and company profitability. Findings revealed that all dimensions have positively affected tourist’s satisfaction directly, and tourist’s loyalty indirectly. Consumer purchase intentions and company profitability are partial mediators between tourist’s satisfaction and tourist’s loyalty. The present study provides a deep understanding of services marketing mix strategies that stay needed for keeping a long-term link between managers of travel services and tour- ists. Several implications for travel agencies managers were suggested to achieve customer loyalty and consequently guar- antee their company profitability.