| Summary: | Technology continues to grow on a day-by-day basis and in order to thrive with it, one must follow its path. E-mail is one of these emerging technologies on the rise that is being used by organizations and individuals world wide. With technology flourishing rapidly, consumer expectations are also increasing, their needs and wants must be gratified in order to reach customer satisfaction. The aim in this thesis is to identify the reasoning behind organizations’ lack of e-mail communication with its customers and the possible impact it can have on customer relationships. To gain a deeper understanding of the use of e-mail, two cases were conducted. In the study, the understanding of communication was important by ensuring the right flow of information. In addition, customer service, loyalty and trust help strengthen the concept of customer relationship. The results from this study show that the travel agency industry has learned to adapt to consumer needs and wants because it has moved from being agent to the suppliers to becoming a partner with the customers. Validerat; 20101217 (root)
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