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Factors Affecting Customer Attachment in the Marketing Communication and its Implementation on Tourism Sector

Journal Name:

  • Online Journal of Communication and Media Technologies

Publication Year:

  • 2011

Key Words:

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
This research aims to identify the efficiency of the variables that positively or negatively affect customer attachment, which constitutes a significant place among the goals regarding marketing communications practices. The hypotheses regarding the research were tested through a questionnaire given to the executives of the 141 Group A travel agencies active in the distribution sector in Turkey. The research has shown that trust felt for the seller, positive and satisfying seller-customer relations, cooperation, mutual benefits, and empathizing have positive effects on creating customer attachment; while opportunist attitudes, potential conflicts between the seller and the customer, and risks regarding the future may affect customer attachment negatively.
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FULL TEXT (PDF): 
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  • 3
83-95
  • English

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