여행사의 대고객 관계마케팅 실천전략에 관한 연구

• 영문명: A Study on Relationship Marketing Strategies in the Travel Agency
• 발행기관: 대한관광경영학회
• 저자명: 이낙귀 정승환
• 간행물 정보: 『관광연구』제15권 제1호, 359~378쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2000.08.30

영문 초록

The purpose of this study is to present the specific strategy methods in view of relationship marketing. One of important marketing implementation in travel agency is customer relationships. This study analyzed following detailed matters to accomplish the customer retention. First, regarding customer complaint solution, provide the easy way to customer for their complaints and solve the customer complaints immediately. Second, regarding post-purchase customer management, follow up the post-purchase services and to provide valued information for further relationship through the database which can be available as a two-way communication. Third, to decrease the customer's uncertain needs and to keep the customer, use the various methods in terms of economic, technical, and social resources. Fourth, organization have to shift their marketing concept from marketing share to customer share. Fifth, travel agency have to change their marketing concept from product differentiation to customer differentiation. Sixth, travel agency put more important on economies of scope than economies of scale, so the company possible to get more profits and customer satisfaction through the various products. Seventh, to satisfy the segmented customers through the customer differentiation, the 'product to customer' paradigm is more important than 'customer to product' paradigm. Eighth, travel agency have to educate their staff continuously to improve personnel service quality.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰 및 선행연구

Ⅲ. 여행사의 관계마케팅 실천전략

Ⅳ. 요약 및 결론

참고문헌

키워드

관계마케팅 여행사 관계마케팅 대고객 관계마케팅 고객유지