CRM, CALIDAD DE LA RELACIÓN Y LEALTAD DEL CONSUMIDOR EN AGENCIAS DE VIAJES MINORISTAS

Manuela Vega Vázquez, M. Ángeles Oviedo García, Mario Castellanos Verdugo

Resumen


Las agencias de viaje se enfrentan a un entorno en el que establecer y nutrir una relación permanente con los clientes puede convertirse en la clave para sobrevivir. Se analizan los efectos de la gestión de las relaciones con los clientes en la calidad de la relación que establecen con ellos y en su lealtad. Utilizando ecuaciones estructurales, los resultados apoyan que las agencias de viaje pueden esperar la lealtad de sus clientes cuando estos perciben una elevada calidad de la relación, mejorable mediante acciones degestión de relaciones con el cliente que desarrollen dichas agencias de viajes. 

Palabras claves: CRM, lealtad, agencias de viajes, minoristas, crisiseconómica.

 

ABSTRACT

Travel agencies face an environment where to establish and nourish a permanent relationship can become the key that marks the key to survival. Customer relationship management effects in the relationship quality and loyalty are analyzed. Using structural equations, result ssupport that travel agencies can expect customer loyalty when they perceive ahigh relationship quality, which can be improved by customer relationship management actions implemented by travel agencies.

 

Keywords: CRM, loyalty, travel agencies,retailers, economic crisis.


Palabras clave


CRM; lealtad; agencias de viajes; minoristas; crisis económica

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DOI: https://doi.org/10.1234/RAT2011n11

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