Factors Affecting Customer Attachment in the Marketing Communication and its Implementation on Tourism Sector

Mehmet Serdar Ercis 1 *

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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.

Keywords

Marketing Communication Customer Attachment Tourism Tourism sector

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 1, Issue 3, pp. 83-95

Published Online: 11 Jul 2011

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Article Downloads: 199

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