Relationship marketing in travel agencies: A case study in Izmir

Relationship marketing is to set up productive relations with the customers and to sustain and increase these relatios with the notion of value for life. It is necessary especially for travel agents to create a customer value and provide satisfaction for the customers while taking into account that the customers are easily affected by the negativities even if they are not so important. It can be said that the travel agents which can achieve to set up long-run relations with their customers are in a better position according to the rivals.The main aim of this work is to observe the approach of relationship marketing in the context of values in the literature. This work is so important in that it seizes upon the outcomes of applications of relationship marketing on the travel agents and makes a major contribution to the sector. In this work based on the field research, a survey study is realized considering the complete inventory method for travel agents from group A locating in central counties of the city of Izmir. According to findings, it is determined that 146 travel agents included in the survey apply for the activities of relationship marketing and these bring out effective results in that they create a customer value.Keywords: Relationship Marketing, Travel Agents, Customer Value, Customer Relations.