Customer loyalty to a destination and accommodation services constitutes a frequent object of research; however, customer loyalty to travel agencies is rarely analyzed. The presented article is an attempt to fill in this research gap. Its purpose is to construct and verify the model covering the impact of the selected factors on the loyalty level of customers of travel agencies operating in Poland. The conceptualization of the loyalty model of travel agency customers (based on the European path-based EPSI model) proposed in the article was first used to illustrate the existing correlations in customer behavior to analyze and explain the development of the loyalty phenomenon vis-a-vis travel agency customers. The aforementioned assumptions—having applied the structural equation modelling (SEM)—were reflected in the development of the theoretical model of travel agencies customer loyalty, the empirical verification of which (N = 1151) allowed us to determine the impacts of selected factors (i.e., the perceived quality of the travel agency’s offers, its image and the satisfaction with its service buyers) on the loyalty level of travel agency customers. It has been shown that two major factors have positive impacts on the loyalty of travel agency customers: (i) the perceived quality of travel agency offers, and (ii) its image. Furthermore, the conducted analysis highlights the positive influence of the perceived value of travel agency offers on the loyalty of customers.

Izabela Michalska-Dudek Uwarunkowania lojalności klientów biur podróżyStreszczenie W artykule przedstawiono wyniki badań własnych, które pozwoliły na zidentyfikowanie kluczowych czynników warunkujących wystąpienie lojalności behawioralnej klientów biur podróży oraz opracowanie profilu lojalnego nabywcy usług biur podróży. Analizie poddano rzeczywiste dane historyczne, pochodzące z systemu księgowo-rezerwacyjnego jednej z ogólnopolskich sieci franczyzowych konsolidującej 60 biur agencyjnych, dotyczące 15 248 rezerwacji dokonanych w latach 2013-2017 przez nabywców imprez turystycznych. W badaniu zależności zastosowano nieparametryczną metodę sztucznych sieci neuronowych, a najważniejszymi determinantami lojalności behawioralnej okazały się zmienne: czas trwania imprezy turystycznej, liczba dzieci poniżej 14. roku życia ujętych w rezerwacji oraz cena i miejsce docelowe imprezy turystycznej.

Keywords customer behavior, customer loyalty of tourist services, customer loyalty model of tourist enterprises Abstr actThe purpose of the hereby study is to discuss models presented in the subject literature and reflecting the customer loyalty development process, identifying the explanatory variables applied in these models, as well as specifying the ones which can be subject to verification in research covering customer loyalty on tourist market. The author attempts to implement the selected model constructions in the area of tourist economy, whereas the analysis and critical approach to the available literature facilitates the development of a theoretical model proposal covering customer loyalty of tourist enterprises. IntroductionThe main objective of this review presenting theoretical concepts is to discuss models presented in the subject literature and reflecting the customer loyalty development process, identifying the explanatory variables applied in these models, as well as specifying the ones which can be subject to verification in research covering customer loyalty on tourist market. In accordance with the research methodology, the research methods used in the article 86Service Management Izabela Michalska-Dudek represent preliminary research of an exploratory nature and constitute a starting point for other studies of the subject matter. The method used was a review of literature for utilitarian purposes and cognitive purposes of a heuristic nature and based on the analysis and evaluation of previous research projects and existing publications covering the subject matter. The analysis and critical approach to literature allows for an organization and aggregation of knowledge and also supports the conceptualization of the underlying terms. The author attempts to implement the selected model constructions in the area of tourist economy, whereas the analysis and critical approach to the available literature facilitates the development of a theoretical model proposal covering customer loyalty of tourist enterprises.The knowledge of customer behavior emerged at the background of empirical market research initiated in USA by: V. Pareto, P.A. Samuelson, J.R. Hicks and the other representatives of neoclassical school of economics, especially its subjectivist field, who were closely analyzing customer behaviors, specifying their scales of preference and many different determinants influencing purchase decisions and who applied an interdisciplinary approach in the course of analyzing cause and effect correlations responsible for customer behaviors (Światowy, 2006: 14; Smyczek, Sowa, 2005: 59). The development of an independent scientific discipline defined as "customer behavior" originates from marketing which inspired research and implemented its results in business activities of an enterprise. This complicated nature of customer behavior, as well as the diversity of determinants influencing such behavior became an incentive for researchers to take up a complex approach to internal and external impacts res...

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This article investigates the research online, purchase offline (ROPO) behaviour patterns of holiday packages buyers during the planning and buying process and identifies the socio-economic factors (gender, age, education, number of people, including minors, in a household, place of residence or financial status, etc.) determining its occurrence. The research purpose was achieved based on the research results covering the behaviour of the holiday packages buyers ( N = 989). To analyse the factors determining the ROPO behaviour, the methods of multidimensional statistical analysis – classification and regression tree – were used and confirmed the existing correlation between age, educational level and residence of tourist services buyers and the occurrence of their ROPO behaviour. Interestingly, the conducted research did not show the correlation between economic factors and the occurrence of ROPO behaviour of holiday packages buyers.