Abstract
Intensifying competition in the service sector has pre- sented service marketers with environments more turbulent and un- certain than ever. And careful attention must be paid to systematic plans and actions. The travel agency business, one of the fastest- growing service industries of the last decade (Banks 1985), illus- trates. Deregulation of airlines (1978) and of travel agents (1985) have caused dramatic changes in operating rules, in the degree and nature of competition, and in the structure of an entire industry. This paper explores the case of travel agency services to illustrate both such changes and the repertoire of strategic responses necessary to effectively compete.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
