THE IMPACT OF ONLINE BOOKING SYSTEMS ON CUSTOMER LOYALTY IN ROMANIA

The evolution of the Internet as a distribution channel is apparent in Romania as the number of Internet users and card holders increases. This paper discusses the results of questionnaire and interview based research on the perceptions of 65 managers’ of "brick and mortar" as opposed to virtual travel agencies’ of the so-called phenomenon of "disintermediation" and its expansion or, in other words, the competitive impact of online bookings on customer loyalty and business and communication strategies used to protect themselves from its consequences. In spite of the increase by 10% of the use of Internet each year, more than half of the respondents are convinced that they can adapt their services, products and operations to retain their loyal customers.