THE IMPACT OF ONLINE BOOKING SYSTEMS ON CUSTOMER LOYALTY IN ROMANIA

Authors

  • Daniela Tatiana AGHEORGHIESEI (CORODEANU) "Alexandru Ioan Cuza" University, Iaşi, Romania
  • Elizabeth INESON Metopolitan Manchester University, United Kingdom

DOI:

https://doi.org/10.4316/rdt.11.69

Keywords:

Disintermediation, Romania, Travel agents, Strategies for customer loyalty, Online booking

Abstract

The evolution of the Internet as a distribution channel is apparent in Romania as the number of Internet users and card holders increases. This paper discusses the results of questionnaire and interview based research on the perceptions of 65 managers’ of "brick and mortar" as opposed to virtual travel agencies’ of the so-called phenomenon of"disintermediation" and its expansion or, in other words, the competitive impact of online bookings on customer loyalty and business and communication strategies used to protect themselves from its consequences. In spite of the increase by 10% of the use of Internet each year, more than half of the respondents are convinced that they can adapt their services, products and operations to retain their loyal customers.

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Published

19-06-2011

Issue

Vol. 0 No. 11 (2011)

Section

Articles

License

Revista de Turism: Studii si Cercetari in Turism (RDT) is an open access scholarly journal that allows free access to its content (articles, issues). RDT is available online to the readers without financial, legal, or technical barriers (no publication charges), based on the theory to keep an article's content intact. Authors can use Creative Commons licenses to specify usage rights of articles. Copyright of articles belong to authors.

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This work is licensed under a Creative Commons Attribution License 4.0.