The Relationship Between Marketing Mix And （营销组合和之间的关系）.pdf

International Journal of Academic Research in Business and Social Sciences June 2012, Vol. 2, No. 6 ISSN: 2222-6990 The Relationship Between Marketing Mix And Customer Decision-Making Over Travel Agents: An Empirical Study Rezky Purna Satit Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia, Malaysia Huam Hon Tat Faculty of Business, Management and Social Sciences, Quest International University Perak, Malaysia Email: drhuamht@ Amran Rasli Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia, Malaysia Thoo Ai Chin Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia, Malaysia Inda Sukati Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia, Malaysia Abstract Globally, the role of travel agents in increasingly gaining importance in today’s travel and tourism industry. A travel industry without travel agents is quite unthinkable as it would result in utter chaos and disorder in the industry. The aim of this study is to investigate the relationship between the 4Ps, namely price, promotion, place and product, and customer decision-