Market segmentation variables as moderators in the prediction of Business Tourist Retention

Abstract

This study explores whether five market segmentation variables moderate the relationship between the business tourist service quality scorecard (SQSC) and business tourist satisfaction (Satisfaction); or the relationship between the SQSC and business tourist retention (Retention). A cross-sectional field survey of South African business tourists yielded a sample of 498 respondents. Moderated multiple regression (MMR) analyses were used to investigate possible moderating effects. Findings suggest there are full moderation effects for gender in both the relationships between SQSC and Retention as well as Satisfaction and Retention. Partial moderation effects were evident for age and province. This study provides insights to enable business tourist managers to improve the service quality needs of each of the identified market segments, such as gender and age.