A STUDY oN THE RELATIONSHIP BETWEEN LOYALTY AND TRUST oF TRAVEL AGENCY CUSTOMERS

In the field of tourism and marketing there have been many studies conducted about the relationship between trust and loyalty, and these studies have been mostly based on the brand trust and/or customer trust, yet there hasn't been enough studies about the trust in staff. However trust in staff is thought to have a deep connection to brand loyalty and brand trust and is one of the important elements that affect both of the variables. Therefore, the aim of the study is to analyze the effect of trust in staff and trust in agency on the loyalty on agency and the relation between said three variables. The participant of the research is the customers who purchased tours from travel agencies. Information was gathered via survey method. The analyses were conducted on the 190 surveys conducted on the customers of travel agencies which operate in Cappadocia and Mersin. According to the analysis results, there is a positve correlation at 0,75 level between trust in agency and trust in staff, and a positive correlation at0,73 level between loyalty to agency and trust in staff. A positive correlation at 0.75 level was seen between loyalty to agency and trust in agency. On the other hand, trust in staff affects loyalty to agency at 38%, and trust in agency affects loyalty to agency at 46%. The findings of the analysis show a high positive correlation between the said variables. This research aims to offer a new perspective and substructure to researchers that plan to improve consumer trust and consumer loyalt