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PurposeDefining and measuring quality service is of importance to providers of hotel services. This study aims to diagnose the applicability of the perceived service quality measurement scale to European customers in a new emerging market which is North Cyprus – because tourism industry in Cyprus has been significantly influenced owing to political instability of the island since 1963 and the year 2004 has been of great importance owing to the 24 April referendum for a peace solution between South and North on the island Cyprus.Design/methodology/approachThe sample of the study consists of the European tourists visiting Northern Cyprus hotels. Non‐probability convenience sampling technique is used to collect the data of survey instruments adopted from Parasuraman et al. SPSS 10.0 for windows was employed for the scale measurement. Descriptive analysis such as means, standard deviation and frequencies are calculated. Regression analysis was employed to observe the causal effect of independent variables to customer satisfaction. Reliability issues are tested and dimensionality of the scale is confirmed through an exploratory factor analysis.FindingsInterestingly, the number of European tourists' arrivals has dramatically increased since the referendum. Apart from assessing the reliability and validity of the perceived service quality measurement scale, the results indicate that the nature of perceived service quality measurement instrument is found to two dimension tangibles and intangibles have for North Cyprus hotel services. The results reveal that tangibles and intangibles exert a significant positive effect on customer satisfaction, and European customers visiting North Cyprus are demanding improved service quality.Research limitations/implicationsThis research has certain limitations: first, the sample in this study is small and is limited to a relatively specific group of tourists (European nationalities) who stayed in North Cyprus hotels. Second, measurement of customer satisfaction was carried out using a single‐item scale and thus it was not possible to estimate its reliability.Originality/valueThe year 2004 has been great importance owing to the 24 April referendum for peace between South and North Cyprus. This study provides reflections of political sensitivity on North Cyprus hotel service quality; North Cyprus is both an island and a virgin market in the Mediterranean where quality of hotels is a significant strategic issue for increasing the competitiveness of the Mediterranean islands in the European tourism market. The study explores service quality in terms of the perceived service quality in the hospitality industry and help practitioners with the real concept of service quality. The results and implications of the future research are discussed in detail.

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Purpose -The aim of this study is twofold: first to diagnose service quality perceptions of airline passengers and then links these perceptions to their satisfaction and repurchase intentions, specifically in a new emerging market in the Mediterranean region, North Cyprus. Airline transportation is a major and the most extensively used way to reach North Cyprus, as it is an island state; thus it is important to know passengers' quality perception regarding any quality improvement. Design/methodology/approach -A recently developed, industry-specific, 43-item scale (AIRQUAL) based on eight distinct dimensions: airline tangibles, terminal tangibles, personnel, empathy, image, customer satisfaction, repurchase intention, and word-of-mouth communication fit well in this study, maintaining its reliability, validity and dimensionality issues. The sample of the study consisted of customers using the national airline company of North Cyprus, who were selected through the non-probability judgmental sampling technique. A total of 583 questionnaires were found to be useful and data from these questionnaires were tested through SPSS and LISREL statistical software. Findings -A rigorous statistical test indicates a reasonable fit of the eight-factor model to the data on the basis of a number of fit statistics. Results revealed that, among the quality dimensions, "airline tangibles" was found to be the most significant to affect both customer satisfaction and repurchase intention. Findings also showed that customer satisfaction is positively related to repurchase and word-of-mouth intensions. Originality/value -Since airline transportation is a major and the most important way of reaching North Cyprus, the results of this study provide important insights to practitioners and the tourism ministry about how marketing strategies can be designed to manage service quality perceptions and how the airline industry can use the service quality concept to formulate marketing strategies effectively.

The purpose of this study is to analyse the influence of experiential marketing on young customers’ experiential values and respectively on their satisfaction and word of mouth and revisit intentions. An instrument was developed to measure how the strategic experiential module (Schmitt 1999) and service quality perceptions of customers influence their experiential values. Data were gathered through questionnaires conducted with 450 respondents to diagnose young customers’ experiences in Gloria Jean's Coffees shops in North Cyprus. The structural equation modelling through partial least square (PLS) method results were acceptable in terms of reliability and validity. The empirical results revealed that, some of the strategic experiential modules and service quality perceptions have positive influences on customer experiences (functional and emotional). Results also show that customers’ satisfaction can induce positive post purchase behaviour. The results, managerial implications, and suggestions for future research are discussed in detail.