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CRM and RQ as key factors in retail setting services in an economic crisis context. The case of travel agencies

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  • Mª. Oviedo-García
  • Manuela Vega-Vázquez
  • Mario Castellanos-Verdugo

Abstract

Travel agencies face a generalized economic crisis. To establish and nourish a permanent relationship with clients can become the key for its survival. This work analyzes the effects of the actions of customer relationship management (CRM) on the perception of the quality of the relationship (RQ), as well as its consequences on loyalty, word of mouth, usage quantity and purchasing intention, considering as moderator the switching barriers. Results of structural equation modeling and multigroup analysis confirm that RQ can be improved through CRM actions and the switching barriers do not affect RQ outcomes. The practical implications of these results are discussed. Copyright Springer-Verlag Berlin Heidelberg 2015

Suggested Citation

  • Mª. Oviedo-García & Manuela Vega-Vázquez & Mario Castellanos-Verdugo, 2015. "CRM and RQ as key factors in retail setting services in an economic crisis context. The case of travel agencies," Service Business, Springer;Pan-Pacific Business Association, vol. 9(4), pages 663-685, December.
    • Handle: RePEc:spr:svcbiz:v:9:y:2015:i:4:p:663-685
    DOI: 10.1007/s11628-014-0244-z
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    References listed on IDEAS

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