Building Trust and Satisfaction in Travel Counselor/Client Relationships

Abstract

Abstract In today's business environment, travel counselors are challenged to do everything that they can to hold onto their valued customers. We report the results of a study designed to examine the factors that are related to client trust and satisfaction with travel counselors. One hundred and eighty-one business travelers were surveyed about their relationships with their travel agent. The results indicate that travel counselor dependability, expertise, familiarity, and company reputation lead to greater client trust; while dependability, familiarity, and civility predict client satisfaction. Based on these results and prior research on customer trust, recommendations are made for enhancing client relationships.