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Online Journal of Communication and Media Technologies

Yıl 2011 , Cilt 1 , Sayı 3

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Başlık :

Factors affecting customer attachment in the marketing communication and its implementation on tourism sector

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Faculty of Communication Ataturk University1
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This research aims to identify the efficiency of the variables that positively or negatively affect customer attachment, which constitutes a significant place among the goals regarding marketing communications practices. The hypotheses regarding the research were tested through a questionnaire given to the executives of the 141 Group A travel agencies active in the distribution sector in Turkey. The research has shown that trust felt for the seller, positive and satisfying seller-customer relations, cooperation, mutual benefits, and empathizing have positive effects on creating customer attachment; while opportunist attitudes, potential conflicts between the seller and the customer, and risks regarding the future may affect customer attachment negatively.

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