Customer Perceptions in Face-to-Face Service Encounters at Travel Agencies

A Qualitative Study on the Structure and Function of Perceived Similarity

Abstract

This study qualitatively clarifies the psychological value created by physical travel agencies from the customer's perspective under digital transformation. Based on semi-structured interviews with 15 users analyzed through GTA, this study identifies that Perceived Similarity between customers and sales staff is multidimensional - comprising cognitive, affective, and non-verbal cues. This perception mediates the formation of relational experience value, specifically trust, credibility, and conviction, which function to reduce online uncertainty and drive purchasing confidence. Furthermore, pre-visit cues such as the store manager's atmosphere and collective similarity with other customers enhance reassurance. These findings redefine the physical store as a relational trust-building platform, offering theoretical and managerial implications for OMO strategies.