Retail Services Survival in an Economic Crisis Context

Abstract

Travel agencies face a generalized economic crisis. To establish and nourish a permanent relationship with clients can become the key to their survival. Structural equation modeling is used to analyze the effects of the actions of customer relationship management (CRM) on the perception of the quality of the relationship (RQ), and its consequences on loyalty and purchasing intention. The results confirm that RQ can be improved through CRM actions of travel agencies. The RQ set up with the travel agency has a positive effect on loyalty and buying intention, and there is a strong impact of loyalty on purchasing intention.

KEYWORDS:

• retail travel agencies
• economic crisis
• CRM
• RQ
• loyalty
• purchase intention