Philippine E-Journals

Customer Retention among Selected IATA Travel Agency-Basis For Program Enhancement

Arriane Kristle F. Aday | Ranna D. Fabros

 

Abstract:

This is a study on customer retention among selected IATA travel agency in Makati City. This study shows how the customers’ demographic profile and some other factors such as brand image, customer value, customer experience, service quality and customer loyalty that could affect their retention level with regard to the selected travel agency. The study also aims determine the significant difference of the retention factors when grouped according to profile. The researchers proposed an action plan for the purpose of the study.