Service quality plays a crucial role in sustaining and growing travel agencies. However, despite its significance, prior research has not adequately explored travel service quality and its outcomes. Addressing this gap, the present study seeks to compare the influence of perceived service quality on customer satisfaction across online and offline service settings through an empirical analysis conducted among growing travel agencies. The widely recognised SERVQUAL framework is employed to examine differences in the impact of service quality dimensions in both online and offline service contexts. The findings reveal that in the online service environment, assurance, responsiveness, and empathy significantly influence perceived service quality, whereas in the offline environment, assurance, empathy, and tangibles emerge as the key determinants. Based on the existing survey data, the offline context reflects one fewer service quality dimension than the online context. This study provides valuable insights into the distinct effects of service quality across service channels. The results offer practical implications for travel agency managers by highlighting the critical factors shaping service quality in both online and offline booking contexts. Notably, assurance and empathy are identified as the most influential dimensions affecting customer satisfaction