Abstract

Most research on relationship marketing focuses on the building of relationships between a business and its customers. Little research considers the application of relationship marketing principles to the recruitment market of a business. The purpose of this article is therefore to indicate what the current status is of the relationships which travel agencies in the Gauteng Province of South Africa: (hereafter referred to as Gauteng province) have with their recruitment market. Personal interviews were conducted with 170 travel agency managers and/or owners in Gauteng. The results stipulate that the large staff turnover in the travel agency industry in the Gauteng Province is the result of poor salaries, a lack of educational sponsorships and poor management relationships with employees working for travel agencies. Through a stronger focus on these aspects, the management of travel agencies in Gauteng will be able to recruit and retain experienced employees who can deliver a service to customers that will contribute to greater customer’s satisfaction.

Key words: Recruitment, recruitment market, travel agency, travel agent, employee.