Relationship Marketing and Information and Communication Technologies: Analysis of Retail Travel Agencies

This study analyzes the Internet's effect as a new distribution channel on traditional retail travel agencies and evaluates the opportunities it offers them, dispelling the idea that it is a threat.

Abstract

The development of information and communication technologies (ICTs) has had profound effects in goods and services marketing. In particular, the advent of electronic commerce has forced companies to face new types of competition and customer relationship management to survive in markets. This study analyzes the Internet's effect as a new distribution channel on traditional retail travel agencies and evaluates the opportunities it offers them, dispelling the idea that it is a threat. The effect of ICTs on customers' trust is also examined, and the results open ways to improve the management of business relationships with customers.