Relationship in Travel Agency: A case of Chinese International Travel Service

Abstract: Bachelor Thesis, School of Management and Economics, Växjö University, 2FE10E Strategic Marketing, spring 2011 Authors: Guo Yingyiung, Sun Kai  Tutor: Viktorija Kalonaityte Examiner: Åsa Devine Title – Relationship in Travel Agency Background –With the social and economic development and people's living standards, travel service become a popular leisure time has come. Travel agencies are very sensitive services company because the customer wants the high quality of services to enjoy their travel. The paper purpose is to find out any interrelation between travel agency and client. This is aimed by a case study in a Chinese Travel Agency. Aim – the aim of this paper the factors which affect the relationship between client and travel agency. This study will help to reader about the knowledge of the factors which can be helpful for travel agencies to improve their relationship with their clients. Research question – how can these factors including service quality, customer satisfaction, and membership relationship and CRM be used in order to establish good relationship between tourists and travel agency? Method – in this paper, a positivistic point of view is embedded, and then we chose to use a case study design in a travel agency. In addition, we used primary and secondary for gathering the data. The research question was answered in the analysis with the combination theoretical framework and empirical data from a real case of Chinese International Travel Service (CITS). Finding – this paper mentioned four factors including service quality, customer satisfaction, membership relationship and customer relationship management be used in order to create long relationship between tourists and travel agency. Service quality has become a factor important in the overall tourism experience, and one which ultimately dictates is the success of the tourism business. Service satisfaction is a crucial point for firm to keeping the long relationship with customer. A membership relationship is a formalized relationship between the firm and an identifiable customer that often provides special benefits to both parties. Customer Relationship Management (CRM) focuses on managing the relationship between a company and its current and prospective customer base as a key to success. Conclusion—though observing the travel agency‘s situation, authors used four factors to analyze what the problems they are, and give firm‘s suggestion about how to use the factors to maintain and enhance the relationship with customer.