Customer loyalty to travel agencies in Bulgaria

Velina Kazandzhieva

Business & Management Compass, 2013, issue 2, 65-75

Abstract: The subject of study in the article are the possibilities for raising the loyalty of customers to the tourist services offered by travel agencies (TA). The object of study is the behaviour of Bulgarians as customers of these enterprises and their propensity to maintain long-lasting relations with them. The main objective of the article is to analyze and assess the attitude and commitment of customers to the services of travel agencies in Bulgaria. There is defined the loyalty of the customer to the activity of the agent. There are identified the special features of tourist loyalty to tour operators. There is assessed the loyalty of Bulgarians as consumers of agency services. There are identified the possibilities for maintaining strategic interrelations with customers, increasing their loyalty towards agencies.

Keywords: loyalty; Bulgarian consumers; attitude; travel agencies (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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