Abstract: The principal aim is to test the Customer Oriented Service Employee (COSE) model and customer sided consequences in travel agencies in Serbia. Data was collected from 243 customers of travel agencies willing to evaluate customer orientation of employees in selected travel agencies in Serbia. Data analysis incorporates structural equation modeling. COSE consequences model was only partially confirmed (three of six hypothesized relationships between COSE dimensions and customer-sided consequences).This article contributes to the theory and practice in the field of customer relationship building. Providing a discussion on COSE model implication in the travel industry, this study highlights the differences which occur in the field of service marketing. This study extends measurement model of customer orientation in travel industry implementing the COSE model in a developing country. Unlike typically measured customer orientation by self-reports from travel agents, this study presents their customer orientation just from the customer's perspective.
Keywords: Customer orientation, Service quality, Customer satisfaction, Customer retention, travel agencies, Serbia
Recieved: 14.04.2018 Accepted: 03.09.2018 UDC: 38.486.22:001.89.54