International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 2
Available Online: 15 April 2024
Author/s:
Pangan, Abegale G.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (abegale08@gmail.com)
Abstract:
The travel industry in the State of Qatar has grown rapidly, with many new travel agencies emerging to cater to the increasing demand for tourism. However, as competition intensified, it became essential for these agencies to differentiate themselves from their competitors and provide a personalized customer experience. This study aimed to investigate one of Qatar’s most prominent issues in the travel agency industry: customer loyalty. Specifically, this research analyzed how brand equity and service quality influenced customers’ behavioral, cognitive, and affective loyalty toward travel agencies. The research sought to contribute to enhancing the knowledge of customer relationship management by developing a framework that could be adopted by travel agencies operating in the State of Qatar. With an assessment of customers’ perceptions concerning brand equity attributes such as awareness, loyalty, associations, and perceived quality, along with an examination of service quality dimensions like assurance, empathy, reliability, tangibility, and responsiveness, it was found that travel companies in Qatar have a number of factors that contribute to their customer loyalty like a positive brand image, high levels of service quality, and an effective customer loyalty program which means that travel companies in Qatar are well-positioned to attract and retain customers which is crucial for long-term success amidst fierce competition in today’s market environment.
Keywords: brand equity, service quality, customer loyalty, customer relationship management
DOI: https://doi.org/10.5861/ijrsm.2024.1029
Cite this article:
Pangan, A. G. (2024). Brand equity and service quality towards customer loyalty: Basis for customer relationship management framework of travel agencies in Qatar. International Journal of Research Studies in Management, 12(2), 187-202. https://doi.org/10.5861/ijrsm.2024.1029