Tour Leader Performance, Brand Reputation, Brand Customer Relationship and Brand Loyalty in Indonesia

10.6495/CIMBM.2015.027

Hsin-Hui Pu；Tony Budianto Wongso

科際整合管理研討會

2015第18屆（2015 / 06 / 07）

382 - 398

英文

During the last decade, travel agencies have realized the importance of creating a strong brand to be able to differentiate in a fierce market and make the customer loyal with them. In this case tour leader has the potential to be the brand agent of travel agency and want to find the relationship among tour leader performance, brand reputation, brand customer relationship and brand loyalty. This study used quantitative research method. Data gathered from survey with 398 response of Indonesian who join the outbound group package tour with travel agencies in Surabaya. Using descriptive analysis and linear regression, this study examines four main variables, which consists of tour leader performance, brand reputation, brand customer relationship and brand loyalty of travel agencies. The findings of this research, specifically, contribute to the travel industry in Surabaya