El papel del compromiso percibido por los consumidores en las relaciones con las agencias de viaje

Abstract

Previous research has shown that commitment plays a key role in the development of stable relationships between a service provider and its customers, and many authors have devoted considerable attention to identifying its antecedents and consequences. The aim of this study is to investigate these issues in the context of retail travel agencies, using structural equations as a statistical technique. Results show the important role of a special type of commitment, the commitment perceived by the customer, in tourism sector, where New Information Technologies are questioning personal relationships and where the concept of customer loyalty has become critical for differentiating from competitors.