La confianza y la satisfacción del cliente: variables clave en el sector turístico

Abstract

The main objective of this paper is to study the relationships established between retail travel agencies and their customers. In order to do so, it's necessary to take into account that at this moment, the increasing compe- titiveness among service firms requires the existence of correct strategic definitions to obtain sustainable competiti- ve advantages. In this sense, the so called Relationship Marketing, seen as a competitive strategy aimed at the creation, maintenance and development of successful relationships with customers is currently considered a mana- gement approach that covers all Marketing activities and generates important advantages in its implementation. Mo- re specifically, this strategy aims to achieve long-term consumer satisfaction by means of offering a service capable of providing a solution to customer needs in a more effective and efficient way than competitors, facilitating the con- tinuity of the exchange and therefore, also customer loyalty. For this reason, we propose a relational model to de- termine the relevance of two variables: trust and satisfaction in tourism services distribution field.

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