The relationship between marketing mix and customer decision-making over travel agents: an empirical study

Inda Sukati · Rezky Purna Satit · Huam Hon Tat · Thoo Ai Chin · Amran Rasli

51 citations0/0 files stored

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Diverse Aspects of Tourism Research Customer Service Quality and Loyalty

Abstract

Globally, the role of travel agents in increasingly gaining importance in today’s travel and tourism industry. A travel industry without travel agents is quite unthinkable as it would result in utter chaos and disorder in the industry. The aim of this study is to investigate the relationship between the 4Ps, namely price, promotion, place and product, and customer decision-making over travel agents in Palembang, Indonesia. Travel agents are seriously considered for these 4Ps activities to ensure that they allocate their resources effectively and efficiently. A total of 215 respondents were selected from customers of three travel agents in Palembang, Indonesia. The data collected was analyzed using three statistical methods, that is, mean analysis, Pearson correlation and regression analysis. The results revealed that only product and price were associated with customer decision-making over travel agents. Based on the findings, strategic recommendations are proposed for the travel industry in Indonesia.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 51 citations exist upstream.

References

1964The Concept of the Marketing Mix 1994Marketing Management: An Asian Perspective 1996Principles and Practice of Marketing 2003Travel agents as facilitators or inhibitors of travel: perceptions of people with disabilities 1988A preface to marketing management

Cited by

2022The Influences of Services Marketing Mix (7ps) on Loyalty, Intentions, and Profitability in the Egyptian Travel Agencies: The Mediating Role of Customer Satisfaction 2020Factors Influencing Customer Purchase Intention Towards Insurance Products 2014Intention to Visit Green Hotel in Malaysia: The Impact of Personal Traits and Marketing Strategy 2020Kajian Pembandingan Preferensi Konsumen pada Dua Kedai Kopi di Cibinong, Kabupaten Bogor 2014BAURAN PEMASARAN MEMENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN ASURANSI JIWA INDIVIDU 2020Pengaruh Variabel Harga dan Citra Perusahaan terhadap Keputusan Pembelian Produk Wingsfood 2015Effect of Product Quality Perception, Trust, and Brand Image on Generic Drug Buying Decision and Consumer Satisfaction of Hospital Patients in East Kalimantan 2019

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.