Factors that affecting customers' choice of travel agent at Kota Kinabalu, Sabah / Nur Ezzatina Jamran

Purpose of this study is to determine the factors that affecting consumers' choice of travel agencies at Kota Kinabalu City. Nowadays, consumer's preferences are very important for the marketers. There are few factors that can affect consumers' choice of travel agencies which is agency reputation, staff attitude, speed and quality, price and also individual attention. Al these elements are important for the company to improve their organizations and also to increase profit. The reason of doing this research is to knows the point of view of the travellers that come to Kota Kinabalu about which factors are most influences them in choosing the travel agent. This survey was conducted to collect primary data which is researcher do a survey by questionnaire for the traveler that has been using the service of travel agent in Kota Kinabalu. 102 respondents are to answer the questionnaire. The data was analyzing using SPSS. Findings suggested that all five independent variables have a significant relationship with the factors affecting consumers' choice of travel agent.