The purpose of this study is to investigate the causal relationships among selling orientation, customer orientation, customer outcome for group package tour. The mod-erating effect of tour type is also discussed, in addition to a thorough exploration of customer outcome as regards service quality, customer satisfaction, and customer loy-alty. The data collection was conducted locally using sample survey methodology and compiled results were statistically analyzed based on structural equation modeling by software Lisrel 8.8 version. A total of 520 questionnaires were received and 389 valid samples were used for this study (74.80% questionnaire validity rate).
The results show that customer orientation is significantly and positively related to service quality, customer satisfaction, and customer loyalty intention, while selling ori-entation is negatively related to service quality, customer satisfaction, and customer loyalty intention. Shopping tour indeed has moderating effects among selling orienta-tion and customer outcomes. Customer orientation is more important to GPT, selling orientation should be used in tourists preferred shopping tour, and conclusions obtained from this study can be used in establishing research models for future study.
