The referral-marketing practices of travel agencies
Organisations can make use of high levels of customer-service delivery to stimulate positive word-of-mouth referrals. Referral marketing is primarily applied by organisations when the budget is the marketers’ largest limitation. The purpose of the article is to indicate the current status of the re...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1674 |
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| Summary: | Organisations can make use of high levels of customer-service delivery to stimulate positive
word-of-mouth referrals. Referral marketing is primarily applied by organisations when the budget
is the marketers’ largest limitation. The purpose of the article is to indicate the current status of the
relationships that travel agencies in the Western Cape Province have with their referral market,
and to provide recommendations to the management of travel agencies in said province regarding
the improved application of the principles of relationship marketing to this market. The target
population for this study comprised 118 travel agencies of which 61 managers and/or owners
participated through personal interviews in the completion of questionnaires. Data analysis was
done by calculating averages and standard deviations, explorative factor analysis, Cronbach
Alpha-values and practical significance by means of effect sizes. The findings stipulate that the
owners and managers of travel agencies must create and establish more closely integrated
relationships with strategic suppliers to increase the value offering of their products and services
to customers, whereby the travel agencies can ensure that the needs and wants of customers
can be satisfied more successfully, which, in the long run, could lead to positive word-of-mouth
referrals.
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| ISSN: | 0259-0069 2957-7950 |