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

Purna Satit, Rezky and Huam, Hon Tat and Rasli, Amran and Thoo, Ai Chin and Sukati, Inda (2012) The relationship between marketing mix and customer decision-making over travel agents: an empirical study. International Journal of Academic Research in Business and Social Sciences, 2 (6). pp. 522-530. ISSN 2222-6990

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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 relationsh ip between the 4Ps, name ly 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.

Item Type:Article
Uncontrolled Keywords:price, promotion, place, product
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management and Human Resource Development (Formerly known)
ID Code:33611
Deposited By: Fazli Masari
Deposited On:11 May 2014 15:31
Last Modified:05 Mar 2019 10:09

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