The relationship between marketing mix and customer decision-making over travel agents: an empirical study
Globally, the role of travel agents in increasingly gaining importance in today’s travel and tourism industry . A travel industry without travel agents is quite unthinkable as it would result in utter chaos and disorder in the industry. The aim of this study is to investigate the relationsh ip betwe...
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Human Resource Management Academic Research Society
2012
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Online Access: | http://eprints.utm.my/id/eprint/33611/1/AmranRasli2012_TheRelationshipBetweenMarketingMix.pdf http://eprints.utm.my/id/eprint/33611/ http://hrmars.com/admin/pics/882.pdf |
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my.utm.336112019-03-05T02:09:24Z http://eprints.utm.my/id/eprint/33611/ The relationship between marketing mix and customer decision-making over travel agents: an empirical study Purna Satit, Rezky Huam, Hon Tat Rasli, Amran Thoo, Ai Chin Sukati, Inda HD28 Management. Industrial Management Globally, the role of travel agents in increasingly gaining importance in today’s travel and tourism industry . A travel industry without travel agents is quite unthinkable as it would result in utter chaos and disorder in the industry. The aim of this study is to investigate the relationsh ip between the 4Ps, name ly price, promotion, place and product, and customer decision - making over travel agents in Palembang, Indonesia. Travel agents are seriously considered for these 4Ps activities to ensure that they allocate their resources effectively and efficiently. A total of 215 respondents were selected from customers of three travel agents in Palembang, Indonesia. The data collected was analyzed using three statistical methods, that is, mean analysis, Pearson correlation and regression analysis. The results revealed that only product and price were associated with customer decision making over travel agents. Based on the findings, strategic recommendations are proposed for the travel industry in Indonesia. Human Resource Management Academic Research Society 2012-06 Article PeerReviewed application/pdf en http://eprints.utm.my/id/eprint/33611/1/AmranRasli2012_TheRelationshipBetweenMarketingMix.pdf Purna Satit, Rezky and Huam, Hon Tat and Rasli, Amran and Thoo, Ai Chin and Sukati, Inda (2012) The relationship between marketing mix and customer decision-making over travel agents: an empirical study. International Journal of Academic Research in Business and Social Sciences, 2 (6). pp. 522-530. ISSN 2222-6990 http://hrmars.com/admin/pics/882.pdf |
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HD28 Management. Industrial Management Purna Satit, Rezky Huam, Hon Tat Rasli, Amran Thoo, Ai Chin Sukati, Inda The relationship between marketing mix and customer decision-making over travel agents: an empirical study |
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Globally, the role of travel agents in increasingly gaining importance in today’s travel and tourism industry . A travel industry without travel agents is quite unthinkable as it would result in utter chaos and disorder in the industry. The aim of this study is to investigate the relationsh ip between the 4Ps, name ly price, promotion, place and product, and customer decision - making over travel agents in Palembang, Indonesia. Travel agents are seriously considered for these 4Ps activities to ensure that they allocate their resources effectively and efficiently. A total of 215 respondents were selected from customers of three travel agents in Palembang, Indonesia. The data collected was analyzed using three statistical methods, that is, mean analysis, Pearson correlation and regression analysis. The results revealed that only product and price were associated with customer decision making over travel agents. Based on the findings, strategic recommendations are proposed for the travel industry in Indonesia. |
format |
Article |
author |
Purna Satit, Rezky Huam, Hon Tat Rasli, Amran Thoo, Ai Chin Sukati, Inda |
author_facet |
Purna Satit, Rezky Huam, Hon Tat Rasli, Amran Thoo, Ai Chin Sukati, Inda |
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Purna Satit, Rezky |
title |
The relationship between marketing mix and customer decision-making over travel agents: an empirical study |
title_short |
The relationship between marketing mix and customer decision-making over travel agents: an empirical study |
title_full |
The relationship between marketing mix and customer decision-making over travel agents: an empirical study |
title_fullStr |
The relationship between marketing mix and customer decision-making over travel agents: an empirical study |
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The relationship between marketing mix and customer decision-making over travel agents: an empirical study |
title_sort |
relationship between marketing mix and customer decision-making over travel agents: an empirical study |
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Human Resource Management Academic Research Society |
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2012 |
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http://eprints.utm.my/id/eprint/33611/1/AmranRasli2012_TheRelationshipBetweenMarketingMix.pdf http://eprints.utm.my/id/eprint/33611/ http://hrmars.com/admin/pics/882.pdf |
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