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The A Group Travel Agency Managers’ Views On Relationship Marketing Activities: A Case Study In Konya

Due to reasons of globalization such as developing and acquiring communication technologies, increasing international free trade and outsourcing, markets with high competition and expectations have emerged constantly. The marketing function of the enterprises that have to compete in these conditions may be insufficient within the scope of traditional marketing approach. The idea of relationship marketing, which is to establish long term relations with the customer and to develop and maintain those relation has been an important strategy for the businesses to secure customer satisfaction and loyalty and to achieve competition advantage in market. The aim of this study is to reveal the effects of the relationship marketing activities used by the travel agencies, which are accepted as one of the most important distributor and regulatory actors of the tourism sector. In order to evaluate the relationship marketing activities of travel agencies, a survey was implemented to the managers of 96 travel agency in Konya. According to the result of this study; It has been achieved that the positive effects of the relationship marketing activities that the agency managers have implemented within the scope of sales and marketing activities.

Relationship Marketing, Customer Relationship, Travel Agencies


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