Ma ke ing and T ade
201
2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
Explo ing a el agencies cus ome s’ loyal y
mo i es h ough machine lea ning analysis
And zej Dudek1, Da ia E. Ja emen2, Izabela Michalska-Dudek3,
Pa lina Pelleso a4
1 W oclaw Uni e si y o Economics and Business, Facul y o Economics and Finance, Depa men o Econome ics
and Compu e Science, Poland, ORCID: 0000-0002-4943-8703, [email p o ec ed];
2 W oclaw Uni e si y o Economics and Business, Facul y o Managemen and Business, Depa men o Ma ke ing
and Tou ism Managemen , Poland, ORCID: 0000-0001-8726-7573, [email p o ec ed];
3 W oclaw Uni e si y o Economics and Business, Facul y o Managemen and Business, Depa men o Ma ke ing
and Tou ism Managemen , Poland, ORCID: 0000-0003-2804-6513, [email p o ec ed]
(co esponding au ho );
4 Silesian Uni e si y in Opa a, School o Business Adminis a ion in Ka ina, Depa men o Tou ism and Leisu e
Ac i i ies, Czech Republic, ORCID: 0000-0002-2595-923X, [email p o ec ed].
Abs ac : This a icle ocuses on iden i ying he di ec ions o changes in he decision-making
p ocess o pu chasing package a els and he mo i es de e mining his pu chase, as well as
he impac o hese mo i es on he a ec i e, beha io al and global loyal y o a el agency
cus ome s du ing he COVID-19 pandemic. To achie e he esea ch goal, a li e a u e e iew and
ield esea ch we e conduc ed. In he case o seconda y sou ces, he con en analysis me hod
was used o examine hem, while da a om p ima y sou ces (N = 1,508) we e collec ed using
an indi ec su ey echnique (CAWI). The da a analysis was ca ied ou using machine lea ning
– he a iable impo ance me hod and he andom o es algo i hm. The ob ained esul s allowed
us o conclude ha du ing he pe iod o h ea o he COVID-19 i us pandemic, ou is packages
had been pu chased less equen ly, and buye s ei he had limi ed hei ips o domes ic ips
o had adap ed hei a el des ina ions o he changing pandemic si ua ion. The mos impo an
mo i a o s ha de e mined he choice o a a el agency du ing he COVID-19 pandemic we e
an a ac i e o e , a wide selec ion o package a els, p e ious posi i e expe iences and us
in he o ganise . I was also con i med ha in he ace o he pandemic h ea , buye s o package
a els had been loyal o a el agencies. The use o machine lea ning allowed o mo e in-dep h
analyses and iden i ica ion o mo i es ha had a key impac on he de elopmen o buye loyal y
du ing he pandemic. The ac o s iden i ied in he s udy encou aging buye s o package a els
o main ain long- e m ela ionships wi h hei supplie s a e belie in he alue o he a el agency’s
o e , us in he a el agency, indi idual app oach a el agency employees, e icien se ice in
he a el agency, and a wide selec ion o package a els.
Keywo ds: Tou is package, a el agency, cus ome beha io , andom o es , COVID-19 pandemic.
JEL Classi ica ion: D12, Z31, Z33.
APA S yle Ci a ion: Dudek, A., Ja emen, D. E., Michalska-Dudek, I., & Pelleso a, P. (2024).
Explo ing a el agencies cus ome s’ loyal y mo i es h ough machine lea ning analysis.
E&M Economics and Managemen , 27(2), 201–220. h ps://doi.o g/10.15240/ ul/001/2024-2-012
In oduc ion
The sale o o ganised ou is ips o e ed by ou
ope a o s cons i u es one hi d o global ou ism
e enues (S a is a, 2021). These ips a e called
many names, e.g., ou is packages, pack-
age holidays, ou is se ices packages, and
Ma ke ing and T ade
202 2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
package a els (acco ding o Di ec i e (EU)
2015/2302 o he Eu opean Pa liamen and
o he Council o No embe 25, 2015, on pack-
age a el and linked a el a angemen s,
amending Regula ion (EC) No. 2006/2004 and
Di ec i e 2011/83/EU o he Eu opean Pa lia-
men and o he Council and epealing Council
Di ec i e 90/314/EEC). Simila ly o he en i e
ou ism indus y, a el agencies ha e also
been a ec ed by he COVID-19 pandemic
in 2020–2022. As a esul , in he i s yea
o he pandemic (2020) compa ed o 2019, sales
o package a els dec eased by 64%. Tou is s
ga e up a eling mos o en unde he p es-
su e o legal es ic ions p ohibi ing mo e-
men and c ossing s a e bo de s. The e ec
o educed demand o in e na ional ips was
ob ious and easies o obse e and es ima e.
Many esea che s, howe e , assumed ha
in addi ion o he o ced cancella ion o a el,
he pandemic had had a much b oade impac
on he beha io o ou is s, including buye s
o package a els. All he mo e so because
in o ma ion published by he in e ne pla o m
Wasza. u ys yka.pl in 2021 om in e iews
wi h ep esen a i es o ou ope a o s and
a el agen s, as well as p i a e con e sa ions
o he au ho s o he a icle wi h p ac i ione s,
signaled ha he impac o he pandemic had
no been limi ed o he decline in he numbe
o o ganised ips, bu also had a ec ed o he
aspec s o a eling (dis ance, leng h o s ay,
he me hod o anspo , accommoda ion con-
di ions) and on he decision-making p ocess
i sel o pu chase package a el and he ex-
pec a ions exp essed by cus ome s owa ds
he se ice in a el agencies (Wasza u ys yka,
2020, 2021). Fo his eason, he au ho s con-
cluded ha a mo e ho ough unde s anding
o he beha io o buye s o package a els
was in e es ing bo h o scien i ic easons and
may ha e had a u ili a ian alue o ep esen a-
i es o a el agencies.
The main aim o he a icle was o iden i y
he di ec ions o changes in he decision-making
p ocess o pu chasing package a el and
he mo i es de e mining his pu chase, as well as
he impac o hese mo i es on he a ec i e,
beha io al and global loyal y o a el agency
cus ome s du ing he COVID-19 pandemic.
The e a e ou esea ch ques ions asked:
RQ1: Was he decision-making p ocess o
pu chasing package a els du ing he COVID-19
h ea di e en om be o e he pandemic?
RQ2: Wha mo i a o s de e mined he
choice o a package a el supplie ( ou ope a-
o ) du ing he COVID-19 pandemic?
RQ3: We e pu chase s o package a els
loyal o a el agencies du ing he COVID-19
pandemic h ea ?
RQ4: Did he iden i ied easons o choos-
ing a package a el supplie in luence he loy-
al y o a el agency cus ome s?
The da a needed o sol e he esea ch
p oblem unde aken in he a icle was collec ed
om bo h seconda y and p ima y sou ces.
In he o - he-desk esea ch, he me hod o sys-
ema ic con en analysis o seconda y sou ces
was used. In he case o p ima y esea ch,
da a was ob ained using a selec ed indi ec
su ey me hod, namely a compu e -assis ed
web in e iew.
1. Theo e ical backg ound
1.1 Loyal y o package a el buye s
Cus ome loyal y is one o he mos impo an
long- e m goals o all businesses, including
ou ope a o s. Tou ope a o s’ bene i s om
buye loyal y a e clea . Cus ome s make e-
pea pu chases o a pa icula ou ope a o ’s
se ice packages and, a he same ime, hey
adop an a i ude a o able o he p o ide and
he b and i o e s (in ou ism, he b and name
is usually iden ical o ha o he ou ope a-
o ). Loyal buye s e y o en s ep in o he ole
o a b and gua dian, an ambassado and
e en a de ende , which has posi i e conno a-
ions, especially in imes o c isis. Indeed,
as Rundle-Thiele (2006) no es, loyal y is a buy-
e ’s commi men o pe sis in a ela ionship wi h
a supplie o be e o wo se. An excep ionally
loyal cus ome does no se iously conside al-
e na i e b ands and, mo eo e , o en igno es
o he supplie s (De ece e al., 2015). The b and
o which he buye is loyal has a leading posi-
ion and appea s i s in his o he mind when
making a pu chase decision (Han e al., 2011),
hus achie ing loyal y a he cogni i e le el
(Ca uana, 2002). Some esea che s, such as
Reichheld and Sche e (2000), a gue ha ,
om he cus ome ’s pe spec i e, b and loyal y
is a mo e impo an ac o in he choice o sup-
plie han p ice, while Chaudhu i and Holb ook
(2001) and Rowley (2005) add ha loyal y e-
duces he p ice sensi i i y o he buye .
The e m “loyal” can be unde s ood in many
ways (Mo gan, 1999), and i s de ini ion has
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2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
e ol ed o e ime (Campo & Yagüe, 2008).
In he ma ke ing li e a u e, cus ome loyal y is
usually de ined as ei he beha iou s (Newman
& We bel, 1973) o a i udes owa ds a b and
(Bendapudi & Be y, 1997) o a mix u e o bo h
dimensions (Day, 1969; Dick & Baśu, 1994;
Goldbe g, 1981; G emle & B own, 1996; Jaco-
by & Ches nu , 1978; Oli e , 1999). In he i s
sense, known as beha iou al, loyal y o a ou
ope a o e e s o a buye ’s beha iou o e-
pea edly buying package a el om he same
b and (e.g., Gonçal es & Sampaio, 2012).
Loyal y in e p e ed in his way is p ima ily ex-
p essed in he equency and olume ( alue)
o pu chases, which ansla es in o he sup-
plie ’s ma ke sha e (Richa d & Zhang, 2012).
Howe e , i does no answe he ques ion
o he easons and mo i es explaining his
epea pu chase (Dick & Baśu, 1994). In con-
as , he a ionale o loyal y, a leas he psy-
chog aphic one, is con ained in he a ec i e
app oach. In his iew, loyal y is he esul
o buye s’ emo ions associa ed wi h a ou op-
e a o ’s b and, buye s’ subjec i e eelings and
hei a i ude owa ds he b and, which is ex-
p essed in conscious a achmen o he b and
and a desi e o con inue a ansac ional ela-
ionship wi h a pa icula supplie (Chen & Tsai,
2008). A ec i e loyal y also includes buye s’
p e e ences, us in he supplie , commi men
o he ela ionship (De ece e al., 2015) and
ecommenda ion o he b and o o he po en ial
buye s (Konecnik & Ga ne , 2007). The li e a-
u e sou ces emphasise ha loyal y is a unc-
ion o hough (men al) p ocesses in ol ing
e alua ion ( alua ion) and he buye ’s decision
based on in e nal conside a ions (And eas-
sen & Lindes ad,1998). Taking in o accoun
he wo dimensions o loyal y men ioned abo e,
Oli e (1999) s esses ha loyal y exp esses
he deep- oo ed obliga ion o he buye o e-
pu chase o ecommend he b and in he u-
u e despi e he in luence o en i onmen al
(si ua ional) ac o s and he ma ke ing e o s
o supplie s. Many o he esea che s p esen
a mixed app oach o he concep o loyal y.
Among hem, G emle and B own (1996) claim
ha he loyal y o a se ice buye is he deg ee
o which he cus ome epea s pu chasing be-
ha io wi h he se ice p o ide has a posi i e
a i ude owa ds him and conside s using only
his supplie when he need o a gi en se ice
a ises ( o a ou is package). These combined
dimensions yield wha is known as global
(mixed) loyal y, which is he p oduc o a i udes
and ac ions (Dick & Basu, 1994; Oli e , 1999).
In a s uc u ed way, global loyal y is de ined
by And eassen and Lindes ad (1998), who s a e
ha i is a non- andom (subjec i e), beha iou al
esponse (i.e., pu chase), exp essed o e ime
by a decision-making indi idual, o one o mo e
al e na i e b ands among a se o such b ands.
I should also be men ioned he e ha ecen ly,
in he case o ou is packages, buye loyal y
is inc easingly being conside ed in he con ex
o he In e ne , because he ac i i ies o a el
agencies a e unde going dynamic digi isa ion.
S a is a (2021) epo s ha 70% o sales o o -
ganised ou is ips a e sold in e-comme ce.
The loyal y o online a el package buye s
esul s om hei a o able a i ude owa ds on-
line shopping and epea pu chases in he on-
line channel (Ande son & S ini asan, 2003).
In ac , unde s anding he abo e-men ioned
loyal y pe spec i es is impo an o he con-
cep ualisa ion o esea ch and he cons uc-
ion o an ins umen measu ing cus ome
loyal y, because each o hese in e p e a ions
has di e en consequences o he assess-
men o mo i es and ways o measu ing loyal y
(Gonçal es & Sampaio, 2012; Mazu ek-Kusiak,
2020). Beha io al loyal y is usually measu ed
by he equency o pu chases. Al hough, ac-
co ding o De ece e al. (2015), in he case
o pu chases o ou is packages, his is no
an ideal measu e due o he ac ha , in es-
sence, he packages a e pu chased a he
spo adically (once o wice a yea ), no o en,
which is he esul o hei high cos and s ic
dependency on he use om he package om
he clien ’s ee ime (holiday), which is usually
limi ed. A be e measu e would, he e o e, be
epea pu chases. An analysis o he li e a-
u e p o ides impo an insigh ha is a end
in he s udy o beha io al loyal y, ocusing
on he le el o cus ome in en ion/ eadiness
o epea he pu chase (Ama o & Dua e, 2015;
Del Bosque e al., 2006). The s udy o a ec-
i e loyal y in ol es measu ing buye a i udes,
which may esul in epea pu chases. This mea-
su emen is much mo e complex and includes,
among o he s: measu ing sa is ac ion, b and
p e e ence o e o he b ands, and he cus-
ome ’s endency o ecommend he supplie
o o he s. In his app oach, he measu e may
be he p obabili y ha cus ome s will exp ess
posi i e opinions abou he a el agency,
ecommend i o o he s and encou age o he s
Ma ke ing and T ade
204 2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
o pu chase he se ices o his agency, and
he p obabili y ha cus ome s will conside
a gi en ou ope a o as he supplie o i s
choice when hey ha e a need o use a ou is
package (Richa d & Zhang, 2012).
In s udies on ou is s’ loyal y, an impo an
ole also play he ac o s ha encou age people
o be loyal, i.e., he de e minan s o loyal y.
In he case o hese s udies, loyal y ac o s
o ou ism package buye s. The analysis
o he achie emen s o p e ious esea che s
on his issue, including 30 ele an a icles,
delibe a ely selec ed om he Scopus and Web
o Science da abases, published o e he las
De e minan s o loyal y Resea che s
Sa is ac ion
Del Bosque e al. (2006), Lee e al. (2011), Se ó-Pamies (2012),
Majo and McLeay (2013), P ause e al. (2013), Lai (2014), Sil a and
Gonçal es (2016), Yang e al. (2017), Rizal e al. (2020), Ce in (2020),
A siz e al. (2021), Mu sid and Wu (2022), San os e al. (2022)
Pe cei ed alue o se ices/
ela ional bene i s
Conze e al. (2010), Sende s e al. (2013), Lai (2014), Roge -Monzó
e al. (2015), Sil a and Gonçal es (2016), Ronsana e al. (2018),
Dudek e al. (2019), Albay ak e al. (2020), Mu sid and Wu (2022)
Pe cei ed quali y
o se ice/ ela ionships/
communica ion quali y
o websi e/sys em
Lee and Cunningham (2001), Campo and Yagüe (2008), Huang
(2008), Thi Phuong Thao and Swie czek (2008), Lee e al. (2011),
Se ó-Pamies (2012), Majo and McLeay (2013), Lai (2014), Moisescu
and Gica (2014), Roge -Monzó e al. (2015), De ece e al. (2015),
Sil a and Gonçal es (2016), Abou-Shouk and Khali a (2017), Dudek
e al. (2019), Albay ak e al. (2020), Rizal e al. (2020), Ce in (2020),
Elga hy (2022)
T us in he supplie
Huang (2008), Se ó-Pamies (2012), P ause e al. (2013), Lai (2014),
De ece e al. (2015), Sil a and Gonçal es (2016), Ronsana e al.
(2018), Albay ak e al. (2020), Rizal e al. (2020), San os e al. (2022)
P ices/ ansac ion cos s Lee and Cunningham (2001), Campo and Yagüe (2008), Thi Phuong
Thao and Swie czek (2008), Sende s e al. (2013), Elga hy (2022)
Emo ional in ol emen
o cus ome s/cus ome
iden i ica ion wi h
he company
Richa d and Zhang (2012), P ause e al. (2013), Lai (2014), Yang
e al. (2017), Elga hy (2022)
P o ide ’s b and and i s
image Richa d and Zhang (2012), Dudek e al. (2019)
Co po a e social
esponsibili y (CSR) Moisescu and Gica (2014), Akba i e al. (2020)
Expe ience and i s
dimensions Ce in (2020)
Expec a ions Del Bosque e al. (2006), Lee e al. (2011)
Mo i a ions/goals o
a elling Lee e al. (2011), Mody e al. (2017)
Pe cep ion o b and Mody e al. (2017)
Cus ome o ien a ion Yang e al. (2017)
Complain s Lee e al. (2011)
Loyal y p og ammes Elga hy (2022)
Sou ce: own
Tab. 1: De e minan s o a el agency cus ome loyal y conside ed in p e ious s udies
Ma ke ing and T ade
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h ee decades, p o ides many aluable ips o
s udying he de e minan s o loyal y (Tab. 1).
Fi s ly, he mos equen ly men ioned mo i a-
o s o being a loyal cus ome a e he pe -
cei ed quali y and pe cei ed alue o se ices,
sa is ac ion, and secondly, us in he supplie ,
p ice o se ices, emo ional in ol emen , sup-
plie ’s image, as well as co po a e social e-
sponsibili y and buye ’s expe ience. Indi idual
s udies analysed many o he loyal y ac o s,
e.g., loyal y p og ams, complain handling,
a el mo i a ions and consume expec a ions.
I should be no ed ha a sys ema ic in-
c ease in he numbe o s udies conduc ed in
he a ea o ac o s shaping loyal y ocuses on
he de e minan s o buye s’ loyal y o a el
agencies (agen s and ou ope a o s) ope a ing
in an e-comme ce en i onmen (Abou-Shouk
& Khali a, 2017; Albay ak e al., 2020; Huang,
2008; Rizal e al., 2020; Ronsana e al., 2018;
Sil a & Gonçal es, 2016). Thei esul s clea ly
poin o new ac o s speci ic o he online en-
i onmen , such as buye s’ in ol emen in so-
cial media, websi e design, quali y o se ice
in unc ional and hedonic e ms, in e ac ional
and ansac ional bene i s o he cus ome ,
as well as online in e ac ions wi h o he cu en
and po en ial buye s.
The abo e li e a u e e iew om wo
highly a ed da abases o scien i ic publica-
ions indica es ha o e he las 30 yea s,
only 30 a icles ha e appea ed on he issues
o he d i e s o cus ome loyal y in a el
agencies. This means ha , on a e age, 1 a -
icle ela ed hema ically was published in one
yea and his is no an imp essi e numbe .
I should be admi ed ha in he pe iod unde
s udy, i is possible o indica e yea s in which
he in e es in he men ioned p oblem was
g ea e (3–4 a icles in 2017, 2020 and 2022),
bu i passed ela i ely quickly, and no clea ly
dominan di ec ions o esea ch on he loyal y
o buye s o package a els eme ged. In iew
o he de elopmen o new in o ma ion and
communica ion echnologies and he eme -
gence wi h hem o he unlimi ed possibili y
o indi idual a elle s o o ganise hei own
ips (bypassing he in e media ies), cus ome
e en ion by package a el supplie s ( a el
agencies) is now becoming a mo e impo an
ask han i was be o e he In e ne e olu ion.
And he limi ed esea ch so a , o en selec-
i ely ea ing he p oblem o cus ome loyal y
ac o s o a el agencies, con i ms he need
o conduc u he esea ch and a mo e com-
p ehensi e app oach o iden i ying and o ganis-
ing hese de e minan s.
Addi ionally, he analysis o he de e mi-
nan s o a el agency cus ome ’s loyal y in ligh
o p e ious esea ch has allowed he inal
concep ualisa ion o he esea ch p oblem ad-
d essed in his s udy, as well as he ope a ion-
alisa ion o he esea ch and he cons uc ion
o an app op ia e measu emen ins umen ha
akes in o accoun he scien i ic achie emen s
o o he esea che s.
1.2 COVID-19 and he loyal y o buye s
o package a els in he ligh
o p e ious esea ch
In o de o con i m he esea ch gap ega ding
he issue o shaping he loyal y o buye s o ou -
is se ice packages in a pandemic si ua ion,
a sys ema ic e iew o he li e a u e on he impac
o COVID-19 on he beha io o a el agency
cus ome s was conduc ed. In he p ocess o se-
lec ing a icles accep ed o he e iew, he da-
abases o scien i ic publica ions mos alued
by he academic communi y we e used i s ,
i.e., Web o Science (WoS) and Scopus, and hen
he lis o a icles was supplemen ed wi h publica-
ions ha we e p esen ed by he Google Schola
sea ch engine on he 50 pages exposed i s .
The selec ion o li e a u e was done acco ding
o a speci ic ca ego isa ion key and an assumed
il e . The ollowing selec ion c i e ia we e used:
pe iod o publica ion (2020–2023), language
o publica ion (English), access ( ull- ex ) and,
ype o publica ion (a icle in a scien i ic jou nal o
chap e (s) in a scien i ic monog aph) and na u e
o publica ion ( esea ch o e iew). The ca ego i-
sa ion key na owed he sea ch o i les, abs ac s
and keywo ds o publica ions. Da abases we e
b owsed by en e ing he app op ia e combina ion
o he ollowing keywo ds: “loyal y,” “packaged
ou (s),” “package a el(s),” “ ou is package(s),”
“holiday package(s),” “ a el agency(s),” “ ou
ope a o (s)” and “COVID-19” (Tab. 2).
A sea ch o he da abases yielded esul s,
including a ew scien i ic publica ions (Sco-
pus – 4, and Web o Science – 11) ouching
on he issue o package a el buye s’ loy-
al y unde he COVID-19 pandemic. A ca e ul
analysis o he con en o hese publica ions
u he e ealed ha only wo o hem di ec ly
add essed he impac o he pandemic on a el
agency cus ome loyal y. The i s a icle o el-
e ance, by Wu and Rian ama (2022), discusses
Ma ke ing and T ade
206 2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
he p oblem o he eme gence o new p edic o s
o sa is ac ion – conside ed one o he main ac-
o s mo i a ing buye s o be loyal. The esea ch-
e s ound ou ha such a new and ele an
mo i e o loyal y in an eme gency si ua ion
was he a el agen ’s eac ion o he occu -
ence o an unexpec ed e en ha could dis up
he pe o mance o he objec o he ansac ion.
The ision o losing he money paid o a sup-
plie o a p epaid package a el long be o e
he se ice is p o ided o being unable o use
he pu chased package we e he bigges ea s
o ou is s du ing he pandemic. This ea o en
demo i a ed ou is s om unde aking ou is
ips du ing he pandemic. On he o he hand,
Zhu e al. (2022) conside ed he ela ionship
be ween he eliabili y o a el agency websi es
and cus ome loyal y. The esul s o hei s udy
indica ed ha du ing he pandemic pe iod,
he con en p esen ed on a supplie ’s websi e
did no ha e a signi ican impac on buye s’ a i-
udes and pu chase in en ions. This is because
he unce ain y o he en i onmen and he dy-
namics o he si ua ion du ing he COVID-19
pe iod caused his con en o quickly become
ou da ed, and as a esul , cus ome s did no
pay much a en ion o i .
A ce ain pauci y o esul s le a e e iew-
ing he Scopus and Web o Science da abases
p omp ed he au ho s o expand hei sea ch
o o he sou ces o in o ma ion. Fo he pene a-
ion, Google Schola was chosen (as he mos
popula b owse o schola ly esou ces oday),
al hough no wi hou ce ain impe ec ions, bu
con aining a e y wide selec ion o s udies. This
addi ional e iew made i possible o supplemen
he wo ea lie eco ds wi h wo mo e. In hei
s udy, Lawu e al. (2022), simila ly o Wu and
Rian ama (2022), included among he de-
e minan s o a el agency cus ome loyal y
he esponse o agencies o possible dis up ions
in he deli e y o he pu chased a el se ice.
The esea che s ound ou ha cus ome loyal y
du ing COVID-19 was in luenced by so-called
p ocedu al ai ness, i.e., he ways (p ocedu es)
a supplie handles p oblems wi h he deli e y
o a se ice. Implemen ing app op ia e se ice
s anda ds in a se ice cancella ion si ua ion, on
he one hand, builds a sense o secu i y and us
in he supplie , and on he o he hand, inc eases
cus ome sa is ac ion. In con as , he esul s
o a s udy by Jas o ia e al. (2023) indica ed an in-
c ease in he impo ance o expe ience-based
us in building loyal y among online a el
agency cus ome s du ing he pandemic. Be o e
he pandemic, us was no as signi ican a p e-
dic o o loyal y in en ions.
The pandemic si ua ion – a comple ely
new, p e iously unknown condi ion o conduc -
ing business in ou ism is an a ac i e es ing
g ound and an in e es ing ield o es ing known
esea ch p oblems, bu in he con ex o a new
en i onmen . New condi ions may b ing new
insigh s and change cu en hinking abou loy-
al y a iables, hey may also con i m p e ious
indings, and hei esul s will no be su p ising.
De e mining whe he pandemic condi ions
ha e al e ed loyal y ac o s owa ds he choice
o a el agen s wa an s u he esea ch.
The au ho s o his s udy seek o ill his gap.
2. Resea ch me hodology
2.1 Desc ip ion o he s udy and
cha ac e is ics o he sample
In o de o achie e he es ablished esea ch
goals, buye esea ch was ca ied ou on
Combina ion Numbe o pape s
Scopus Web od Science
Loyal y AND packaged AND ou AND COVID-19 – –
Loyal y AND ou is AND package AND COVID-19 – –
Loyal y AND holiday AND package AND COVID-19 – 1
Loyal y AND package AND a el AND COVID-19 – 1
Loyal y AND ou is / a el AND agency AND COVID-19 3 9
Loyal y AND ou AND ope a o AND COVID-19 1 –
Sou ce: own
Tab. 2: Quan i a i e esul s o he li e a u e e iew
Ma ke ing and T ade
207
2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
he issue o a eling du ing he COVID-19 pan-
demic. In he conduc ed su ey, he basic ool
was a ques ionnai e con aining 38 ques ions.
The esea ch was a pa ial s udy and was ca -
ied ou using an online su ey on a na ionwide
online panel o esponden s using he CAWI
me hod. The s udy used a non-p obabilis ic
sample selec ion – he In e ne sampling me h-
od. The su ey was conduc ed om June 1
o Augus 31, 2022, and ul ima ely included
a sample o 1,508 esponden s (N = 1,508).
The su eyed Poles (N = 1,508) included
ep esen a i es o bo h sexes, and he mos
nume ous age g oups we e om 36 o 45,
om 26 o 35, and om 46 o 60 yea s o age
(31.0%, espec i ely 27.90% and 19.2% o e-
sponden s). The majo i y o esponden s we e
ma ied (58.2%) and esponden s wi h highe
educa ion (50.7%). Responden s’ households
usually consis ed o 2 o 4 people (79.8% o e-
sponses in o al), and e e y second esponden
had unde age child en in hei household.
O he esponden s, 83.3% we e wo king peo-
ple. The la ges g oup o esponden s (75.7%)
we e esponden s li ing in ci ies. Nea ly hal
o he esponden s assessed hei inancial si u-
a ion as good, and only less han 1.3% o hem
hough i was e y bad.
The s udy was cha ac e ised by a ep-
esen a i e dis ibu ion o cha ac e is ics o
he gene al popula ion o Poles. Compa ison
o cha ac e is ics o he dis ibu ion o me ic
ea u es wi h hose a ailable in public s a is ics,
cha ac e is ics o he popula ion o adul Poles
allows us o conclude ha ha he s uc u e
o he sample in e ms o gende , age, educa-
ion and size o place o esidence co esponds
o he s uc u e o he popula ion o adul Poles.
The da a analysis was ca ied ou using
desc ip i e s a is ics indica o s and machine
lea ning – he a iable impo ance me hod and
he andom o es algo i hm using he DATEX
package o he R p og am.
3. Resul s and discussion
3.1 Analysis o he impac o he COVID-19
pandemic on he beha io o ou is
packages buye s
The esea ch esul s clea ly con i m ha he si -
ua ion ela ed o he COVID-19 pandemic has
in luenced Poles’ ou is ips. This was con-
i med by as many as 69.1% o esponden s.
A de ailed summa y o he esea ch esul s is
p esen ed in Tab. 3.
Among he changes made in he me hod
o ca ying ou ou is ips, he esponden s
mos o en indica ed: limi ing he numbe
o ou is ips (39.6% o esponses), ca ying
ou only domes ic ou is ips (27.9% o e-
sponses) and changing he des ina ion o ou -
is ips (22.1% o esponses). The emaining
answe s a e p esen ed in Tab. 4.
The abo e esul s allow o answe he i s
esea ch ques ion and p o ide con i ma ion
ha in he ace o he h ea o he COVID-19
pandemic, he beha io o pu chase s o pack-
age a els has changed signi ican ly. T a el
packages a ha ime we e pu chased less
equen ly and buye s limi ed hei ips
o domes ic ips.
The analysis o he answe s p o ided by
he esponden s allowed us o answe he sec-
ond esea ch ques ion and iden i y he mos
impo an hemes ha had guided he pu chas-
e s o package a els when choosing hei
o ganise (Tab. 5).
Has he COVID-19 pandemic a ec ed you ou is a el? To al
n(%)
De ini ely yes 480 31.8
Yes 562 37.3
Nei he yes no no 256 17.0
No 131 8.7
De ini ely no 79 5.2
Sou ce: own
Tab. 3: The impac o he COVID-19 i us pandemic on esponden s’ ou is
ips (N = 1,508)
Ma ke ing and T ade
208 2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
Buye s’ mo i es o choosing a a el agency (BM; on a scale o 1–7) A e age a ing
impo ance o he mo i e
BM_1 – in e es ing/a ac i e ou is packages 5.68
BM_2 – a wide selec ion o ou is packages 5.66
BM_3 – sa is ac ion wi h p e iously pu chased o e s 5.77
BM_4 – us 5.72
BM_5 – epu a ion and p es ige 5.30
BM_6 – con enien loca ion 5.29
BM_7 – belie in he alue o he o e 5.53
BM_8 – a o able p ice–quali y a io 5.80
BM_9 – sense o secu i y 5.75
BM_10 – special ea men o me by employees 5.14
BM_11 – se ice by a specially designa ed employee 5.15
BM_12 – a achmen 5.05
BM_13 – o e ed loyal y p og am (e.g., loyal y ca d/club) 5.01
BM_14 – e icien /ad iso y se ice 5.62
BM_15 – indi idual app oach o o ice s a 5.46
BM_16 – a o able paymen e ms 5.69
BM_17 – compe i ions and lo e ies 4.48
Wha changes ha e you made o you ou is ips due
o he COVID-19 pandemic?
To al
n(%)
None 55 3.6
Comple e esigna ion om ou is ips 248 16.4
Limi ed o domes ic a el only 421 27.9
Change o a el des ina ion 334 22.1
T a el only by p i a e ca 254 16.8
Gi ing up ho els in a o o mo e p i a e places o s ay
(e.g., sepa a e apa men s, ag i ou ism lodgings) 199 13.2
Limi ing he numbe o ou is ips 597 39.6
Sho ening he leng h o ou is ips 202 13.4
Comple e esigna ion om pu chasing ou is packages
o ganised by a a el agency 241 16.0
Di e en beha io 24 1.6
No e: The answe s do no add up o 100% because he esponden s had he possibili y o making mul iple choices.
Sou ce: own
Tab. 5 Mo i es o loyal y o he a el agencies – Pa 1
Tab. 4: Changes in ou is a el caused by he COVID-19 pandemic (N = 1,508)
Ma ke ing and T ade
209
2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
Among he key mo i es in luencing
he choice o a a el o ganise , esponden s in-
dica ed: in e es ing/a ac i e ou is packages,
wide selec ion o ou is packages, us , sense
o secu i y, a o able p ice-quali y a io, a o -
able paymen e ms, con enience, e icien ad-
iso y se ice and sa is ac ion wi h p e iously
pu chased o e s.
I can he e o e be s a ed ha cus ome s
a e looking o in e es ing des ina ions ha sui
hei a el p e e ences, as well as he possibil-
i y o a wide selec ion and a ie y o o ganised
a el op ions ha hey can ailo o hei indi-
idual needs. P e ious pu chasing expe ience
also plays an impo an ole. Cus ome s who
a e sa is ied wi h p e ious ips a e mo e likely
o choose he same a el agency in he u-
u e, and posi i e expe iences om p e ious
ips can build cus ome loyal y and encou -
age hem o e u n o he same a el agency.
The c edibili y and epu a ion o he a el
agency also ha e a signi ican impac on
he pu chasing decisions o buye s o ou -
is packages. Cus ome s expec ha a a el
agency will p o ide hem wi h a sa e jou ney,
bo h du ing he ip and du ing hei s ay he e.
Cus ome s op imise hei choices because hey
look o o e s ha p opose a good alue o
he p ice hey pay. Flexible paymen op ions
can also be an impo an ac o o cus ome s,
especially when pu chasing a holiday, which
is a signi ican expense in he household bud-
ge . The con enience o pu chasing a package
a el, as well as a simple and in ui i e p ocess
o booking and pu chasing ou is ips, is also
a ac o ha a ac s cus ome s. Mo eo e ,
e ec i e and help ul cus ome se ice can be
ano he impo an ac o in con incing cus om-
e s o choose a gi en a el agency.
Unde s anding hese ac o s and adap ing
he a el agency’s o e o cus ome needs can
con ibu e o inc easing hei sa is ac ion and
building loyal y.
3.2 Machine lea ning analysis
In he nex pa o he esea ch (in sea ch
o he answe o RQ4), machine lea ning was
used, he main goal o which is he p ac ical
applica ion o a i icial in elligence o c ea e
an au oma ic sys em capable o imp o ing
i sel based on expe ience (da a) and acqui e
new knowledge on his basis. Mos o en,
machine lea ning is used o de ec unknown
pa e ns in da a and o o mula e ules, and i
can be success ully used in consume esea ch
o de ec pa e ns o ela ionships and p edic
u u e consume beha io , such as making
epea pu chases.
Taking in o accoun he c i e ia o selec ing
he algo i hm, such as: he numbe o obse a-
ions, he numbe o analysed a iables and
he alues o ca ego ical a iables (numbe
o labels) in he inpu da a, he andom o es
algo i hm was used in he s udy.
The idea o ope a ion o his algo i hm is
based on classi ica ion using a g oup o decision
ees and he bigges di e ence in he s uc u e
o bo h algo i hms is he so-called boo s ap.
The algo i hm s a s by building many decision
ees (in ou case, he numbe o ees was 50).
Fo each ee, a andom sample o obse a ions
is selec ed, consis ing o se e al explana o y
a iables ( he numbe o a iables in each ee
is he second pa ame e de ined by he use ).
Buye s’ mo i es o choosing a a el agency (BM; on a scale o 1–7) A e age a ing
impo ance o he mo i e
BM_18 – p ices, gi s, gadge s 4.54
BM_19 – discoun s. discoun s and o he inancial incen i es 5.45
BM_20 – ad e isemen 4.60
BM_21 – no o he a el agencies 4.12
BM_22 – con enience o pu chase 5.75
BM_23 – no ime 4.38
BM_24 – eluc ance o change 4.41
Sou ce: own
Tab. 5 Mo i es o loyal y o he a el agencies – Pa 2
Ma ke ing and T ade
216 2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
Packaged ou s we e pu chased less equen -
ly, and buye s ei he limi ed hei ips o do-
mes ic a el o adap ed a el des ina ions
o he changing pandemic si ua ion.
The mos impo an TOP10 (ou o 24 a i-
ables) mo i a o s ha de e mined he choice
o a a el agency du ing he COVID-19
pandemic we e: a o able p ice-quali y a io,
sa is ac ion wi h p e iously pu chased o e s,
sense o secu i y, con enience o pu chase,
us , a ou able paymen e ms, an in e es ing/
a ac i e ou is packages, a wide selec ion
o ou is packages, e icien /ad iso y se ice
and belie in he alue o he o e . I is no ewo -
hy ha wo ac o s un ela ed o he economic
e iciency o choice anked ela i ely high in his
anking. These a e a sense o secu i y ( he hi d
place), which is dependen on us in he se -
ice p o ide ( he i h place).
I u ned ou ha in he ace o he pan-
demic h ea , buye s o package a els
decla ed loyal y o a el agencies. The s udy
ob ained a high le el o loyal y, bo h beha -
io al (exp essed by buye s’ decla ed eadiness
o make ano he pu chase o package a el)
and a ec i e (exp essed by buye s’ eadiness
o ecommend a a el agency). This allows us
o alk abou he exis ence o a s ong ela ion-
ship be ween a el agencies and he buye s
o hei o e s du ing he pandemic h ea ,
which a he same ime allows he answe
o he esea ch ques ion RQ3 (We e pu chas-
e s o package a els loyal o a el agencies
du ing he COVID-19 pandemic h ea ?) and
con i ms ha du ing he h ea o he COVID-19
pandemic, buye s o package a els showed
loyal y o a el agencies.
The use o machine lea ning allowed us
o iden i y he easons o choosing a a el
agency, which ha e a key impac on he loyal y
o holiday package buye s du ing he pandemic.
These ac o s belong p ima ily o he ca ego y
o loyal y mo i es in he cus ome -p o ide ela-
ionship ( us , indi idual app oach o o ice s a )
and he ca ego y o mo i es ela ed o he e al-
ua ion o bene i s (belie in he alue o he o -
e , a wide selec ion o ou is packages and
e icien /ad iso y se ice). These i e mo i es
eme ged as he mos impo an ac o s o each
ype o loyal y (a ec i e, beha iou al and o al).
The only di e ence was in he o de o hei
occu ence. Buye s’ belie in he alue o he o -
e , us , indi idual app oach o o ice s a ,
e icien /ad iso y se ice and a wide selec ion
o ou is packages de e mined cus ome s’
p omo ion o posi i e opinions abou a gi en
a el agency. In u n, he belie in he alue
o he a el agency’s o e , us in he a el
agency, an indi idual app oach o he a el
agency’s employees, e icien /ad iso y se ice
in he a el agency, he epu a ion and p es ige
o he a el agency, as well as a wide selec-
ion o ou is packages, in luenced he epea
pu chase o package a els in he gi en o ice.
Howe e , he shaping o he loyal y o pu chas-
e s o package a els in a global pe spec i e,
combining bo h he a ec i e and beha io al
unde s anding o loyal y, was in luenced mos
by belie in he alue o he o e , us , indi idual
app oach o a el agency employees, e icien
se ice in he o ice ha is able o ad ise
a el and a wide selec ion o ou is packages.
The i s posi ion in he anking o impo ance
was always occupied by belie in he alue
o he o e . I should be no ed ha his is a e y
b oad and agg ega e concep , and o he ac o s
may also wo k o in luence he deg ee o buye
belie in he alue o an o e .
The s udy p esen ed he e en iches knowl-
edge in he a ea o ou is loyal y managemen
and ou is beha iou . The esea ch ecognises
he an eceden s o loyal y in an unp eceden ed
si ua ion – a pandemic. I con ibu es o mul i-
plying he knowledge o he impo ance o in-
di idual loyal y mo i a o s and hei ele ance
depending on he si ua ion o he en i onmen .
I p o es he cons an ele ance o he issue
o pu chasing beha io and he ac o s de-
e mining i , as well as he need o epea ed
esea ch in his a ea, especially in he changing
condi ions o ope a ion o ou is en e p ises.
The o iginali y o he esea ch lies in he use
o a new me hod o da a analysis, i.e., machine
lea ning. Al hough he esul s achie ed a e no
su p ising and he iden i ied loyal y mo i es
do no di e om hose ound ou by p e ious
esea che s be o e he COVID-19, he con i -
ma ion o he indings indica es ha he new
me hod is aluable and use ul. Mo eo e , i s
addi ional ad an age is ha he esul s ob ained
ha e a p edic i e alue. Wi h a high deg ee
o p obabili y he iden i ied se o ac o s will in-
luence he loyal y beha io o ou ism package
buye s in he u u e. This is o g ea impo ance
o he u ili y o he esea ch esul s in p ac-
ice. This a ibu e can con ibu e o imp o ing
he e ec i eness o u u e ma ke ing decisions
o companies, including a el agencies.
Ma ke ing and T ade
217
2024, olume 27, issue 2, pp. 201–220, DOI: 10.15240/ ul/001/2024-2-012
The esul s o his s udy may be use ul o
package a els p o ide s as a sou ce o in-
o ma ion o planning mo e e ec i e ma ke -
ing s a egies and c isis eco e y s a egies.
The indings sugges ocusing on he ac i i ies
s eng hening cus ome us in he a el
agency, placing an emphasis on imp o ing
he company’s image and p epa ing app op ia e
s anda ds o main ain he e iciency o se ice
in he e en o dis up ions in he se ice p o i-
sion p ocess. Bo h he iden i ica ion o ac o s
and a ho ough unde s anding o hei impac
on he de elopmen o buye loyal y a e impo -
an s eps om he poin o iew o he possi-
bili y o e ec i e implemen a ion o ma ke ing
ac i i ies aimed a building and s eng hening
cus ome loyal y.
As us and belie s a e buil o e he long
e m, he ac i i ies o a el agen s should be
o ien ed especially owa ds o ming posi i e,
s ong and las ing ela ionships wi h cus om-
e s. Rela ionship ma ke ing ools will be use ul
he e. The cus ome decides on a long- e m
ela ionship wi h a se ice p o ide when he
o she pe cei es he ela ionship as bene icial.
In he case o a el agencies, he cus ome
bene i s on he one hand om a aluable o e
o a el packages and on he o he om good
se ice in he o ice. The o e o a a el agency
is he esul o he agency’s coope a ion wi h
ou ope a o s – supplie s o a el packages.
Cus ome sa is ac ion wi h ega d o he alue
o he o e depends on he abili y o a el
agencies o a ac well-known a el b ands,
bo h in e na ional (e.g., TUI, Necke mann)
and domes ic ones (e.g., I aka, Rainbow,
G ecos), o coope a e. T a el agen s should
conside he wides possible coope a ion wi h
mul iple ou ope a o b ands due o he ac
ha cus ome s, acco ding o he esea ch, a e
in e es ed in a wide choice o a el packages.
The sa is ac ion o a el agency cus ome s also
depends on he quali ica ions o employees,
hei compe ences and a i ude o wo k. The e-
sponden s hemsel es emphasised he de-
pendence o epea ing a pu chase in a a el
agency and ecommending he agency o o he
cus ome s on he e icien ad iso y se ices
and an indi idual app oach om he agency’s
s a . A well-p epa ed s a ec ui men p o-
cess, cons an imp o emen o employees,
and equipping hem wi h he igh wo king
ools a e he ounda ions o ensu ing a high
le el o se ice.
As e e y s udy, also his s udy is no wi h-
ou limi a ions. Fi s ly, he limi a ions conce n
he loyal y es ing me hod i sel . The da a is
decla a i e and e e s o he u u e (in en ions).
Secondly, compa isons o he esul s wi h
he indings o p e ious esea che s mus be
ca e ul because hey will co e di e en g oups
o esponden s, and di e en se s o loyal y
ac o s, and he da a was analysed using di -
e en me hods. Thi dly, he esea ch only
co e s a sample d awn om he Polish popula-
ion, which makes i impossible o gene alise
he esea ch esul s.
In he u u e, aking in o accoun he dy-
namics o he en i onmen , i is necessa y
o con inue and epea he s udy o p edic o s
o loyal y among buye s o ou is se ices
in sea ch o changes ha may be impo an o
he e ec i eness o aking ac ions o acqui e
and e ain cus ome s. The esul s o simila
s udies conduc ed in di e en cul u al a eas
(coun ies), as well as add essing he issue
o cus ome loyal y in online e sus o line a el
agencies, may be o in e es .
Acknowledgmen s: The esea ch was
unded by he Minis y o Science and Highe
Educa ion in Poland unde he p og amme
“Regional Ini ia i e o Excellence” 2019–2022,
p ojec numbe 015/RID/2018/19, o al unding
amoun 10,721,040.00 PLN.”
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