The Effects of Travel Agency Marketing Mix Factors on Customer Satisfaction, Trust, Brand Image and Loyalty

Purpose In this study, in 2023, people who had experienced the purchasing travel products from domestic travel agencies were selected to empirically pay back the effect that the marketing mix of travel agencies has on customer satisfaction and trust, brand image and loyalty. Methods For the purpose of this study, an empirical study was conducted targeting tourists who had experience purchasing travel products from travel agencies from February 25 to March 25, 2023. A total of 429 questionnaires were used for frequency analysis and regression analysis using SPSS 24.0. Results First, travel products, prices, distribution, sales promotion, employees, and service processes had an effect on customer satisfaction, but physical evidence did not have a significant effect. Second, travel products, prices, distribution, sales promotion, and employees had an effect on trust, but physical evidence and service processes did not have a significant effect on trust. Third, travel products, sales promotion, employees, and service processes had an effect on brand image, but price, distribution, and physical evidence did not have a significant effect on brand image. Fourth, customer satisfaction, trust and brand image had the significant effect on loyalty. Conclusion In the end, it was studied that the marketing mix of a travel agency increases the customer satisfaction and trust and forms the positive brand image.