Customer Retention Strategies For Disintermediated Travel Agents: How To Stop Customers From Migrating To Online Booking Channels

2016 ◽  
Vol 32 (2) ◽  
pp. 541 ◽  
Author(s):  
Kim Viljoen ◽  
M. Roberts-Lombard
Keyword(s):  
Online Survey ◽  
Marketing Strategies ◽  
Travel Agency ◽  
Differentiated Products ◽  
Retention Strategies ◽  
Travel Agents ◽  
Analysis Technique ◽  
Travel Agencies ◽  
Distribution Process ◽  
High Quality Service

Remaining relevant to customers and retaining customers who could consider booking online, requires travel agents to modify their marketing strategies.  Travel agents need to find new ways to add value for customers and suppliers to reinstate their roles in the travel distribution process and ultimately retain their customers. A total of 600 travel agencies in South Africa participated in the study through the completion of an online survey.  The data analysis technique used for the study was path analysis.  The findings stipulate that travel agency owners and managers believe that providing differentiated products to their leisure customers, is the key to winning back lost customers and keeping existing customers.  Travel agency owners and managers further indicated that this is an existing reintermediation strategy that they plan to practise in the future as well.  It is therefore recommended that travel agents focus on delivering high-quality service to win back lost customers and thus reintermediate their businesses.

scholarly journals Customer Retention Strategies For Disintermediated Travel Agents: How To Stop Customers From Migrating To Online Booking Channels

2016 ◽  
Vol 32 (3) ◽  
pp. 681-694
Author(s):  
Kim Viljoen ◽  
Mornay Roberts-Lombard
Keyword(s):  
Online Survey ◽  
Marketing Strategies ◽  
Travel Agency ◽  
Differentiated Products ◽  
Retention Strategies ◽  
Travel Agents ◽  
Analysis Technique ◽  
Travel Agencies ◽  
Distribution Process ◽  
High Quality Service

Remaining relevant to customers and retaining customers who could consider booking online, requires travel agents to modify their marketing strategies.  Travel agents need to find new ways to add value for customers and suppliers to reinstate their roles in the travel distribution process and ultimately retain their customers. A total of 600 travel agencies in South Africa participated in the study through the completion of an online survey.  The data analysis technique used for the study was path analysis.  The findings stipulate that travel agency owners and managers believe that providing differentiated products to their leisure customers, is the key to winning back lost customers and keeping existing customers.  Travel agency owners and managers further indicated that this is an existing reintermediation strategy that they plan to practise in the future as well.  It is therefore recommended that travel agents focus on delivering high-quality service to win back lost customers and thus reintermediate their businesses. 

scholarly journals STRATEGI PEMASARAN PAKET WISATA PADA PT. PANDAWA LIMA TOUR AND TRAVEL INDONESIA DI DENPASAR

Jurnal IPTA ◽  
2014 ◽  
Vol 2 (2) ◽  
pp. 6
Author(s):  
I Gede Adhi Suputra Arimbawa PG. ◽  
I GPB. Sasrawan Mananda ◽  
I Putu Sudana
Keyword(s):  
Service Quality ◽  
Human Resources ◽  
Marketing Strategy ◽  
Education And Training ◽  
Marketing Strategies ◽  
Sales Promotion ◽  
Travel Agents ◽  
Library Research ◽  
Analysis Technique ◽  
And Training

This research is about the marketing strategies implemented by PT. Pandawa Lima Tour and Travel tour packages. Company offers tour packages in Bali and beyond Bali tour packages with variety of facilities. As a common general company, PT. Pandawa Lima Tour and Travel has the objective to make profit and trying to satisfy consumers. This research aims to determine the marketing strategy package in PT. Pandawa Lima Tour and Travel tour package in Denpasar. The data collection method in research carried out by the method of observation, in-depth interviews, library research, and technique documentation. The data analysis technique used is descriptive qualitative combined with the SWOT approach. Discussion of the results of the marketing strategy adopted by the PT. Pandawa Lima Tour and Travel is SO strategy by increasing sales promotion to target markets, enhance cooperation with hotels and travel agents and maintain the diversity and innovation of product and service quality. ST strategies to further enhance cooperation with other travel agencies, and improve service quality. WO strategies to enhance the promotion through the mass media, and printing brochures, expanding market segments and improve the quality of human resources in education and training. While WT strategy by increasing promotional activities and improve human resources. Based on the results of the discussion, can give advice - advice on marketing strategies in PT. Pandawa Lima Tour and Travel tour packages that maintain good relations with the company's existing transport and suggest PT. Pandawa Lima Tour and Travel to their own transport, improving education and training for employees and appropriate compensation, as well as updating the architecture buildings and office equipment.

Developing a matrix for assessing serviceability of U.S. online travel agency websites

2017 ◽  
Vol 45 (1) ◽  
pp. 115-126 ◽  
Author(s):  
Kwang-Woo Lee ◽  
Heesup Han ◽  
Jinsoo Hwang
Keyword(s):  
Customer Satisfaction ◽  
Marketing Strategies ◽  
Travel Agency ◽  
Brand Attachment ◽  
Travel Agencies ◽  
The Usa ◽  
Online Travel ◽  
Online Travel Agency ◽  
Online Travel Agencies

We examined the importance of website serviceability of online travel agencies (OTAs). We collected data from 283 users of OTA websites in the USA. Statistical differences were found for 8 out of 10 website serviceability items that were examined. In addition, 2 dimensions of functional website serviceability and technical website serviceability were derived from the website serviceability items. Last, both dimensions of website serviceability positively affected customer satisfaction, which, in turn, positively affected brand attachment and loyalty. These results will be useful for developing effective and efficient marketing strategies.

Online Competition in the Distribution Chain

2019 ◽  
pp. 133-143
Author(s):  
Patricia Vieira ◽  
Emese Panyik
Keyword(s):  
Distribution Systems ◽  
New Technologies ◽  
Travel Agency ◽  
Small Scale ◽  
Travel Agents ◽  
Advantages And Disadvantages ◽  
Travel Agencies ◽  
Information And Communication ◽  
Distribution Chain ◽  
Global Distribution Systems

Until recently, travel agents have been the principal intermediary between travel suppliers and consumers, with information as their primary trade. However, changes to information and communication technology (ICT) and the beginning of the internet have the potential to allow travel suppliers and consumers to interact directly. Today, consumer websites that integrate global distribution systems (GDSs) are no longer only an emerging threat but show fierce global competition between travel agencies and tour operators worldwide. Subsequently, one of the most pertinent questions today is how local, small-scale travel agencies respond to these market changes and what practices do they use to maintain their comparative advantage and offer competitive services? However, despite the relevancy of this issue, literature is generally scarce on travel agency strategies to confront the competition of consumer websites. Thus, in order to address this question, this article provides an analysis on the advantages and disadvantages of new technologies are available to travel agencies and strategies and practices that travel agencies can use to compete with websites.

scholarly journals Online Marketing Strategies for Travel Agencies

2011 ◽  
Vol 4 (16) ◽  
pp. 590-599
Author(s):  
Martin Volek
Keyword(s):  
Final Section ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Travel Agency ◽  
Online Environment ◽  
Travel Agencies ◽  
Marketing Activities ◽  
The Right ◽  
Potential Customers ◽  
Theoretical Foundations

Online Marketing Strategies for Travel Agencies This paper describes the theoretical foundations of marketing in the online environment in which a travel agency may develop an effective strategy for selling their products. In the first part of the article the author is focusing on functions of online marketing as well as on its advantages over traditional marketing instruments. In the next section the author addresses the search engine optimization in order to improve the position of a travel agency when searching for potential customers. In the final section the author describes the key social media as well as the right method how a travel agency should enter them. The basics and experiences described in the paper can be used as a universal guide for all travel agencies intending to successfully manage their marketing activities in the online environment.

scholarly journals Exploring the Factors Influencing the Selection of Traditional Travel Agencies: A Case of Banjarmasin, Indonesia

2021 ◽  
Vol 19 (2) ◽  
pp. 142-157
Author(s):  
Jeetesh Kumar ◽  
◽  
V. S. S. Shreya ◽  
Rupam Konar ◽  
◽  
...  
Keyword(s):  
Online Survey ◽  
Holistic Approach ◽  
Mediating Effect ◽  
Demand And Supply ◽  
Travel Agents ◽  
Effective Manner ◽  
Interaction Factor ◽  
The Social ◽  
Travel Agencies ◽  
Travel Services

Highly developed online facilities by travel agents have grown drastically over the past years. Internet is taking over the businesses of traditional travel agents in their existing as well as emerging markets. Due to the dynamic and diverse nature of technology, the travellers are seeking to optimize their travel attitude in an effective manner while implicating several threats. Amidst all changes, this study investigated the attitude of Indonesian travellers visiting traditional travel agents. A self-administrated online survey was used to collect the data from local travellers of Banjarmasin, Indonesia. A sample of 277 respondents showed a significant relationship between the expertise of travel agents, handling capacity, technological adoption towards visiting traditional travel agents. Interestingly, the social interaction factor has no significant influence. Further, the analysis identified that secure transaction shows a partial mediating effect between travellers visiting traditional travel agents and their habitual selection behaviour. The results of the study indicate that Indonesian travellers have an overall positive attitude towards traditional travel agencies due to their expertise and handling capacity of travel services. An important finding reveals transactional security as a vital factor in habitual selection behaviour of Indonesian travellers. In future, there is a necessity for a holistic approach towards the understanding of both demand and supply perspectives of travel services.

Influence of Education on Travel Agencies' E-Business

2014 ◽  
Vol 5 (2) ◽  
pp. 32-38
Author(s):  
S. Valli Devasena
Keyword(s):  
Educational Level ◽  
Travel Agency ◽  
Changing Environment ◽  
Travel Agents ◽  
Primary Products ◽  
Environment Education ◽  
Travel Agencies ◽  
Airline Tickets

The success of Travel Agency e business depends on the Educational level of its agents. Because a travel agents job involves not only making sales but also gathering information, researching travel products, analyzing options, and making recommendations, for these reasons, travel agents are often referred to travel Consultants or travel counselors. The main products of a travel agency are transportation accommodation and packaged vacations. Airline tickets are the primary products line of most travel agencies. To cope up with the changing environment, education plays an important role.

scholarly journals Investigating the marketing strategies of the health and fitness sector in Greece; the managers' perspective (Investigar las estrategias de marketing del sector de la salud y el fitness en Grecia; la perspectiva de los gerentes)

Retos ◽  
2021 ◽  
Vol 43 ◽  
pp. 264-273
Author(s):  
Efi Tsitskari ◽  
Alexios Batrakoulis
Keyword(s):  
Online Survey ◽  
Low Cost ◽  
Marketing Strategies ◽  
Redes Sociales ◽  
Retention Strategies ◽  
Cross Sectional ◽  
Personal Training ◽  
Fitness Industry ◽  
Health And Fitness ◽  
Marketing Actions

  The health and fitness sector is systematically growing worldwide and is considered a vibrant business area shaped by many innovations while showing great potential for professional development and marketing strategies. In Greece, low-cost and budget gyms as well as boutique fitness studios emerged as a popular business model among health club operators demonstrating a remarkable increase nationwide following the global fitness industry trends. However, previous research focusing on implementing marketing strategies to attract and retain customers in the Greek fitness industry is scarce. The primary aim of the present study was to investigate: i) which are the marketing strategies implemented in order to attract and retain customers, ii) whether these marketing actions are differentiated depending on whether: a) the fitness companies are multipurpose gyms, boutique/personal training studios or CrossFit-like clubs and b) they operate in metropolitan areas (e.g., Athens and Thessaloniki) or in the province of Greece. A cross-sectional online survey was conducted between May 15 and June 5, 2020. The questionnaire used a 4-point Likert scale and was validated internally as required. A total of 631 questionnaires were collected corresponding approximately to 25% of all companies operating in the fitness sector nationwide. Results showed that promotion through social media was the primary customer attraction action. Attractive prices as well as frequent equipment renewal and facilities’ renovation/maintenance were the most popular members’ retention strategies. Top marketing attraction and retention strategies were mediated by the different fitness centers’ business type and location. Much needs to be done in order for the fitness industry in Greece to grow in terms of marketing.  Resumen. El fitness sector está creciendo sistemáticamente en todo el mundo y se considera un área comercial vibrante formada por muchas innovaciones, al tiempo que muestra un gran potencial para el desarrollo profesional y las estrategias de marketing. En Grecia, los gimnasios económicos, así como los estudios de boutique fitness, emergen recientemente como un modelo comercial popular entre los operadores de fitness clubes, lo que demuestra un aumento notable en todo el país siguiendo las tendencias mundiales de la industria del fitness. Sin embargo, la investigación previa centrada en las estrategias de marketing para atraer y retener clientes en la industria griega del fitness es escasa. El objetivo principal del presente estudio fue investigar si las estrategias de marketing implementadas se diferencian en función de si: a) las empresas de fitness son gimnasios polivalentes, estudios boutique/de entrenamiento personal o clubes tipo CrossFit y b) operan en áreas metropolitanas (Atenas y Salónica) o en la provincia de Grecia. Se realizó una encuesta transversal en línea entre el 15 de mayo y el 5 de junio de 2020. El cuestionario utilizó una escala Likert de 4 puntos y se validó internamente según se requirió. Se recogieron un total de 631 cuestionarios correspondientes aproximadamente al 25% de todas las empresas que operan en el sector del fitness a nivel nacional. Los resultados mostraron que la promoción a través de las redes sociales fue la principal acción de atracción de clientes. Los precios atractivos, así como la renovación frecuente de equipos y la renovación /mantenimiento de las instalaciones fueron las estrategias de retención de miembros más populares. Las principales estrategias de atracción y retención de marketing fueron mediadas por el tipo de negocio y la ubicación de los diferentes centros de fitness Queda mucho por hacer para que la industria del fitness en Grecia crezca en términos de marketing.

Adoption and impact of marketing performance assessment systems among travel agencies

2017 ◽  
Vol 29 (4) ◽  
pp. 1133-1147 ◽  
Author(s):  
Francesca Magno ◽  
Fabio Cassia ◽  
Attilio Bruni
Keyword(s):  
Performance Assessment ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Travel Agency ◽  
Content Type ◽  
Marketing Performance ◽  
Travel Agencies ◽  
Assessment Systems ◽  
Overall Performance ◽  
Positive Effect

Purpose The purpose of this paper is to assess whether travel agencies that implement comprehensive marketing performance assessment systems (MPASs) enjoy superior overall performance. Drawing on the knowledge-based view, the authors propose and test a model demonstrating that the relationship between MPASs and overall performance is fully mediated by the depth of market-related knowledge absorbed by the travel agency. Design/methodology/approach A survey was administered to a sample of Italian travel agencies; 171 complete questionnaires were received. The suggested relationships were assessed using a covariance-based structural equation modeling approach, including the estimation of both the measurement model and the structural model. Findings The findings indicate that the implementation of sophisticated MPASs has a significant and positive effect on performance and that this relationship is fully mediated by the depth of market-related knowledge absorbed by the travel agency. In addition, the results highlight that the number of marketing metrics monitored by the travel agency has no effect on its performance. Research limitations/implications The specific features of the travel agency sector in Italy include a remarkable level of fragmentation. The cross-sectional design does not permit an assessment of the medium-term effects of the adoption of an MPAS. Practical implications Travel agencies selecting proactive marketing strategies can particularly benefit from the adoption of sophisticated MPASs. Suggestions are provided to assist managers in designing their MPAS. Originality/value This study enriches the field’s knowledge about marketing performance measurement and proactive marketing strategies, and indicates that the implementation of well-designed MPASs improves a firm’s overall performance. It also explains the knowledge-related processes that produce this positive effect.

scholarly journals Reintermediation Strategies For Disintermediated Travel Agencies: A Strategic Marketing Perspective

2015 ◽  
Vol 14 (3) ◽  
pp. 561
Author(s):  
Kim Viljoen ◽  
Mornay Roberts-Lombard ◽  
Chris Jooste
Keyword(s):  
Online Survey ◽  
Customer Retention ◽  
Product Knowledge ◽  
Group Discussions ◽  
Travel Agents ◽  
Personal Interaction ◽  
Five Factors ◽  
Travel Agencies ◽  
Ultimate Objective ◽  
Additional Value

The evolution and advancement of the Internet has disintermediated many 20th century businesses, in particular traditional travel agencies. Reintermediation strategies for travel agents that result in additional value being delivered to customers need to be sought with the ultimate objective of retaining customers. The research on which this article is based was concerned with the apparent gap in existing research on this topic. Focus group discussions were held and an online survey was conducted with South African travel agents. Eight proposed reintermediation factors were tested for relationship significance to reintermediation and ultimately customer retention. The eight factors consisted of personal interaction, differentiated product, low service fees, product knowledge, high-quality service, coexisting with technology, targeting the leisure segment, and lastly targeting the corporate segment. Five factors proved to be valid reintermediation and customer retention indicators, with personal interaction being the most important and low service fees the least important. Marketing strategies for the purposes of reintermediation and customer retention related to these findings were recommended.

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