Empirical Study on The Relationship Between Relationship Marketing Orientation and Customer Retention in Travel Agency Services

Abstract

This study investigates the relationship between relationship marketing orientation (RMO) and customer retention. A cross-sectional research design with a sample size of 125 respondents has been utilized in this study. The survey questionnaire has been distributed among the experienced customers of the travel agency. The finding from the SmartPLS path model analysis reveals that the RMO is significantly related to customer retention. Moreover, this study also provides a discussion, implications, future research, and a conclusion.
Keywords: Relationship marketing orientation; Customer retention; Consumer behaviour