Factors Affecting Customer Attachment in the Marketing Communication and its Implementation on Tourism Sector
Journal Title: Online Journal of Communication and Media Technologies - Year 2011, Vol 1, Issue 3
Abstract
This research aims to identify the efficiency of the variables that positively or negatively affect customer attachment, which constitutes a significant place among the goals regarding marketing communications practices. The hypotheses regarding the research were tested through a questionnaire given to the executives of the 141 Group A travel agencies active in the distribution sector in Turkey. The research has shown that trust felt for the seller, positive and satisfying seller-customer relations, cooperation, mutual benefits, and empathizing have positive effects on creating customer attachment; while opportunist attitudes, potential conflicts between the seller and the customer, and risks regarding the future may affect customer attachment negatively.
Authors and Affiliations
MEHMET SERDAR ERCİŞ| Faculty of Communication Ataturk University, Turkey
Keywords
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