The Loyalty Measurement Problems of Travel Agencies' Customers in Poland
DOI:
https://doi.org/10.18559/SOEP.2017.4.12Keywords:
Travel agency, Tourism, Loyalty, Customer loyalty, Tourism servicesAbstract
The purpose of the article is to discuss the indicators for customer loyalty measurement and to analyse the loyalty level of travel agencies' customers in Poland. The review of subject literature allowed presenting the indicators for loyalty measurement and also the indicators for customer selection used for customer loyalty management. The realisation of the research goals was possible as a result of survey studies carried out among travel agencies' customers in Poland (N = 1151). The article presents the empirical research results of travel agencies' customers in Poland, which allowed their loyalty level assessment. The conducted analysis confirmed that travel agencies' customers in Poland represented loyal purchasers of tourist services. The presented research results have an application oriented importance and can be a useful source of information in the strategy development process for travel agencies that are operating on the market. Among the practical implications the respondents' suggestions, referring to the hidden possibilities, were indicated, which could result in their higher inclination towards recommending a given travel agency service to other people. They identify the potential sources of a competitive advantage, as well as the necessary directions of modifications in the analysed area.
Downloads
References
Andruszkiewicz, K., Nieżurawski, L., Śmiatacz, K., 2014, Role i satysfakcja interesariuszy przedsiębiorstw w sytuacji kryzysowej, Marketing i Rynek, nr 8, s. 18-24.
View in Google Scholar
Furtak, R., 2003, Marketing partnerski na rynku usług, PWE, Warszawa.
View in Google Scholar
Hill, N., Alexander, J., 2003, Pomiar satysfakcji i lojalności klientów, Oficyna Ekonomiczna, Kraków.
View in Google Scholar
Jones, T.O., Sasser, W.E. Jr., 1995, Why Satisfied Customer Defect, Harvard Business Review, vol. 73, no. 6, s. 88-99.
View in Google Scholar
Kaczmarczyk, S., 2011, Badania marketingowe. Podstawy metodyczne, PWE, Warszawa.
View in Google Scholar
Knox, S., Walker, D., 2003, Empirical Developments in the Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets, Journal of Strategic Marketing, vol. 11, iss. 4, s. 271-286.
View in Google Scholar
Kozielski, R. (red.), 2004, Wskaźniki marketingowe, Oficyna Ekonomiczna, Kraków.
View in Google Scholar
Michalska-Dudek, I., 2014, Multidimensionality and Determinants of Consumer Loyalty in Tourist Services, Folia Turistica, nr 33, Varia English Volume, s. 83-107.
View in Google Scholar
Michalska-Dudek, I., 2015, Pomiar i zarządzanie lojalnością nabywców na rynku usług turystycznych z wykorzystaniem wskaźnika NPS oraz indeksu TRI*M, Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, nr 379, s. 321-331.
View in Google Scholar
Michalska-Dudek, I., 2017, Kształtowanie lojalności klientów biur podróży, Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, Wrocław.
View in Google Scholar
Morgan, N.A., Clarck, B.H., Gooner, R., 2002, Marketing Productivity, Marketing Audits, and Systems for Marketing Performance Assessment - Integrating Multiple Perspective, Journal of Business Research, vol. 55, no. 5, s. 363-375.
View in Google Scholar
Otto, J., 2004, Marketing relacji. Koncepcja i stosowanie, wyd. 2 rozszerzone, Wydawnictwo C.H. Beck, Warszawa.
View in Google Scholar
Reichheld, F.F., 2003, The One Number You Need to Grow, Harvard Business Review, vol. 81, no. 12, s. 46-54.
View in Google Scholar
Rudawska, E., 2008, Znaczenie relacji z klientami w procesie kształtowania wartości przedsiębiorstwa, Rozprawy i Studia Uniwersytetu Szczecińskiego, nr 716, Wydawnictwo Naukowe Uniwersytetu Szczecisńkiego, Szczecin.
View in Google Scholar
Seweryn, R., 2012, Kreowanie wartości dla klienta przez obszar recepcji turystycznej, Wydawnictwo Uniwersytetu Ekonomicznego w Krakowie, Kraków.
View in Google Scholar
Sheth, J.N., Sisodia, R.S., 2002, Marketing Productivity - Issue and Analysis, Journal of Business Research, vol. 55, no. 5, s. 349-362.
View in Google Scholar
Skowron, S., Skowron, Ł., 2012, Lojalność klienta a rozwój organizacji, Difin, Warszawa.
View in Google Scholar
Smyczek, S., 2001, Lojalność konsumentów na rynku. Wybrane zagadnienia. Akademia Ekonomiczna w Katowicach, Katowice.
View in Google Scholar
Smyczek, S., 2005, Badanie lojalności konsumentów na rynku z wykorzystaniem metody TRI*M, w: Milic-Czerniak, R. (red.), Marketingowe badania bezpośrednie - zastosowania, Difin, Warszawa, s. 93-112.
View in Google Scholar
Taylor, T.B., 1998, Better Loyalty Measurement Leads to Business Solutions, Marketing News, vol. 32, no. 22, s. 41-42.
View in Google Scholar
Urban, W., Siemieniako, D., 2008, Lojalność klientów. Modele, motywacja i pomiar, Wydawnictwo Naukowe PWN, Warszawa.
View in Google Scholar
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Izabela Michalska-Dudek, Andrzej Rapacz (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
