The Influence of Relationship Marketing Orientation (RMO) on Customer Retention in Travel Agency Services
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 2
Abstract
The advancement in information technology had influenced customer attitude, behavior, and lifestyle in purchasing holiday and travel services. There are significant shift from utilizing travel agency to online travel agents. These change had pressured, travel agency to consider on refining their strategy to focus more on relationship marketing orientation (RMO) to achieve customer retention. The impact of RMO on the business or firm performance has been widely studied by previous literature in the organizational contexts. However, the empirical research from the customer perspective is rather limited. Therefore, this conceptual paper is proposed to fill in the RMO literature gap by focusing on the relationship between RMO and customer retention from the customer perspective. Academically, this study contributes to the literature of RM in business-to-customer context specifically from customer point of view and practically to the travel agency in comprehending RMO in enhancing their services in the travel agency sector.
Authors and Affiliations
Suraya Akmar Binti Mokhtaruddin, Che Aniza Binti Che Wel, Syed Shah Alam Nor Rahimy Binti Khalid
Keywords
Related Articles
- EP ID EP560484
- DOI 10.6007/IJARBSS/v8-i2/3979
- Views 104
- Downloads 0
The Influence of Information Systems Application for Regional Financial Management, Human Resources Competency and Understanding Of Government Accounting Standards on Regional Financial Management Performance of Aceh Besar Regency
The purpose of this study is to examine the influence of information systems application for regional financial management, human resources competency and understanding of government accounting standards on regional fina...
Content of Early Numeracy in the Malaysian Preschools
Malaysian curriculum has seen a dramatic increase in attention to the numeracy ability among primary school students. Through LINUS (Literacy and Numeracy Screening) program, curriculum aims that every Malaysian students...
The Importance of Considering the Desire (Hajat) and Emergency (Darurat) in Fatwa Related to Basic Needs of Muslim Minority
Fatwa is something important in the life of Muslims, as it answers many arising questions among Muslim community regarding aqidah (faith), ibadah (worship) and akhlak (morals). The provided answer will ensure the life of...
Motivations for Paying Income Zakat among UniSHAMS’ Employees
This study examines motivations for paying income zakat among UNISHAMS employees using a qualitative approach. Using interview methods, this study finds that there is a variety of motivations for income zakat compliance....
Professionalism Practice among Lecturers in Polytechnic in Malaysia
This study was carried out by using a questionnaire survey. The Cronbach’s Alpha value for the questionnaire was calculated as 0.956, a value of which is considered as reliable. Descriptive statistical analysis was carri...