Análisis de la confianza y el compromiso percibido por el consumidor como variables clave en las relaciones entre los clientes y las agencias de viaje minoristas

Abstract

The main objective of this study is to analyse the advantages that travel agents can obtain from the adoption of a relationship marketing strategy. In this sense, the so called Relationship Marketing, seen as a competitive strategy aimed at the creation, maintenance and development of successful relationships with customers is currently considered a management approach that covers all Marketing activities and generates important advantages in its implementation, both in firms that apply it and for customers considered as “relational”. It empirically examines the interrelation between trust and a particular type of commitment, the one perceived by the customers, what constitutes the major contribution of this paper to relationship marketing literature. This research allow to affirm that trust is a key factor in developing stable relationships, not only for its direct influence on the relational results, but for being also a mediating variable between the commitment perceived by the customers and the results.