The effect of customer satisfaction on re-purchase and recommending service to others in travel agencies: A research in Hatay province

The world we are in is a period in which the developments around the world have emerged in many areas and the value given to people has increased rapidly. Recently, almost all businesses serve the purpose of serving the public to serve the purpose of existence. Service progress and development has been one of the most significant concepts that people familiar with. Instead of triple segregation in the classical form of manufacturing, trade and services, every sector chooses to position itself as a service organization. The tourism sector, which is among the activities that constitute the service sector, has become the fastest growing sector in the global economy in the 21st century with the telecommunication and information technologies. With this research, it has been tried to find the direction and strength of the relationship in the travel agencies, the level of customer satisfaction and the effect of re-purchasing and recommending the service to others by examining the effect of the service on the buying and servicing of others. The research was carried out on 724 customers who were chosen from the travel agencies in Hatay in 2017 and were chosen from the random sampling methods. As a result of the study, it was concluded that there is a strong and positive relationship between customer satisfaction and repurchase, which significantly affects the purchasing behavior of customer satisfaction. Again, it was revealed that customer satisfaction had a significant effect on the behavior of recommending service to others and a positive and strong relationship between both variables. In addition, it was concluded that customer satisfaction consisted of four dimensions, satisfaction of personnel, physical satisfaction, product acsess satisfaction and reliability satisfaction, significantly affected the behavior of recommending to others and re-purchasing in these four dimensions. Keywords: Travel Agencies, Customer Satisfaction, Repurchase Behavior, Recommendation to Others, Hatay