Abstract:

Developing and easier to acquire communication technologies, increasing international free trade and the use of external resources, globalization, high competitive markets and consumers that are constantly changing expectations have emerged. In these conditions, the marketing function of the companies that are forced to compete may be insufficient within the traditional marketing approach. The concept of relationship marketing, which involves building long-term relationships with customers, developing andining these relationships, appears to us as an important strategy in providing customer satisfaction and loyalty and in achieving a competitive advantage in the market. The purpose of this research is to reveal the effects of the relative marketing practices that travel agencies, considered to be one of the most important distributors and regulators of the tourism sector, a service-producing sector, have used. A face-to-face survey was carried out to 96 travel agencies employees operating in the province of Konya for the purpose of evaluating relational marketing activities in travel agencies. The study found that the agency employees had a positive impact on the practices of relative marketing they applied within sales and marketing activities.