Complaints management within customer relationship management (CRM) : A case study on travel agency customers

In the tourism sector, indicating great improvements in recent years and having heavily competitive, travel agencies need to reduce the customer complaints which is an aim of customer relationship management and find solutions them in order to provide a competitive advantage and increase profitability. Therefore, customer satisfaction and possible behavioral intentions were investigated in line with complaints management in this research. Theresearch, was made for the customers of travel agencies operating in Antalya. For this reason, as a sample of 251 people coming Antalya by a travel agency were surveyed. In research, data is collected by applying survey to the customers selected using the easy way sampling method. The data obtained from the research were analyzed by a programme which is developed for the social sciences. Frequency analysis and `Chi-Square? analyzes were used for the evaluation of data. The purpose of this study is to identify the relationship between the customers' socio-demographic characteristics and satisfactions with the relationship between possible behavioral tendencies after complaint and their satisfactions. As a result of the analysis made in this context, was found a significant relationship between participants' satisfaction and their nationality of them. In addition, it was found a significant relationship between participants' satisfaction and their tendencies to continue to be customers of thetravel agency and sharing complaining experiences with other people. Key Words: Customer, Complaint, Customer Relationship Management, Compliant Management, Travel Agency.