Conceptual Perspective of Relationship Marketing in Egypt’s Tourism Industry

Abstract

This article reflects the examination of relationship marketing in comparison to transactionmarketing utilizing a body of existing literature and the implementation of field surveys in thetourist sector. The primary objectives were to construct a conceptual perspective that helps definethe relations between relationship marketing and consumer expectations and satisfaction.Furthermore, this article examines the major impacts relationship marketing has on today’s everchanging dynamics in the business of tourism. We aimed to provide and identify the elements ofrelationship marketing variables such as loyalty, commitment, trust, communication, mutualrelations, joint values, and the quality of service, and the effects they have directly on theircustomers. The methodology research applied in collecting this data was composed primarilythrough a field survey of travel agencies and their customers who were willing to participate.Although data collected from previous literature played an essential role in the development ofthis framework, the field survey conducted was instrumental in the collection of data thatprovided a perspective on how relationship marketing is currently practiced by some travelagencies in Egypt, and how its outcomes positively impact the building of customer satisfaction,loyalty, and retention.