Browsing by Author "Hettiarachchi, D.D."
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Item The Relationship Between Marketing Mix and Customer Decision Making on Travel Agents in Sri Lanka(Uva Wellassa University of Sri Lanka, 2013) Hettiarachchi, D.D.Globally, the role of travel agents in increasingly gaining importance in today's travel and tourism industry. A travel industry without travel agents is quite unthinkable as it would result in utter chaos and disorder in the industry. The aim of this study is to investigate the relationship between the 7Ps, namely price, promotion, place, product, process, people, physical evidence and customer decision-making on travel agents in Sri Lanka. Travel agents are seriously considered for these 7Ps activities to ensure that they allocate their resources effectively and efficiently. A total of 100 respondents were selected from Bandaranayke International Airport, Colombo. The data collected was analyzed using three statistical methods, that is, mean analysis, Pearson correlation and regression analysis. The data gathered were consisted of both qualitative and quantitative data. The questionnaire was designed on the basis of the problem statement. According to the study, Questionnaire was developed by researcher. Therefore questionnaire reliability test was conducted using pilot survey. The questionnaire included thirty-five questions (See Appendix 01). To establish the reliability of the study measurement used in the research instrument, the reliability coefficient (Cronbach Alpha) was clarified.