The customer market practices of the travel agency industry in the Gauteng Province of South Africa

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dc.contributor.author Roberts-Lombard, M.
dc.date.accessioned 2012-07-24T09:40:01Z
dc.date.available 2012-07-24T09:40:01Z
dc.date.issued 2011
dc.identifier.citation African Journal of Business Management, 5(8):3096-3108, 18 April 2011 en_US
dc.identifier.issn 1993-8233
dc.identifier.uri http://hdl.handle.net/10210/5268
dc.description.abstract Relationship marketing stresses the importance of continuous interaction between the seller and the buyer in order to cultivate a long-term, mutually beneficial relationship. High interest rates, increasing prices of basic goods and services and a weakening rand has reduced consumer spending on domestic and international travel. Therefore, there is continued pressure on South African travel suppliers to review their current relationship marketing practices to secure customer retention in a competitive and volatile travel market. The purpose of the article is to indicate the current status of the customer market practices of the travel agency industry in Gauteng, and to provide recommendations to the management of travel agencies in the province regarding the improved application of the principles of relationship marketing. The target population for this study was 280 travel agencies of which 170 managers and/or owners participated through personal interviews in the completion of questionnaires. The findings of the study indicate that the owners and managers of travel agencies must create an environment which is more accessible for the critical interaction with customers. The loyalty of customers can be increased when customers are provided with the opportunity to share their experiences and comments with the travel agency in an interactive manner. en_US
dc.language.iso en en_US
dc.publisher African Journal of Business Management en_US
dc.subject Relationship marketing en_US
dc.subject Customer relations en_US
dc.subject Travel agencies (Gauteng, South Africa) en_US
dc.title The customer market practices of the travel agency industry in the Gauteng Province of South Africa en_US
dc.type Article en_US

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