Conceptual Perspective of Relationship Marketing in Egypt’s Tourism Industry | ||
| International Journal of Heritage, Tourism and Hospitality | ||
| Article 12, Volume 13, Issue 1, March 2019, Pages 173-189 PDF (550.5 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijhth.2019.35113 | ||
| Authors | ||
| Omama Helmy; Eslam El Nadory | ||
| Abstract | ||
| This article reflects the examination of relationship marketing in comparison to transaction marketing utilizing a body of existing literature and the implementation of field surveys in the tourist sector. The primary objectives were to construct a conceptual perspective that helps define the relations between relationship marketing and consumer expectations and satisfaction. Furthermore, this article examines the major impacts relationship marketing has on today’s ever changing dynamics in the business of tourism. We aimed to provide and identify the elements of relationship marketing variables such as loyalty, commitment, trust, communication, mutual relations, joint values, and the quality of service, and the effects they have directly on their customers. The methodology research applied in collecting this data was composed primarily through a field survey of travel agencies and their customers who were willing to participate. Although data collected from previous literature played an essential role in the development of this framework, the field survey conducted was instrumental in the collection of data that provided a perspective on how relationship marketing is currently practiced by some travel agencies in Egypt, and how its outcomes positively impact the building of customer satisfaction, loyalty, and retention. | ||
| Keywords | ||
| Relationship Marketing; Egypt; Tourism Industry | ||
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