Exploring service innovation in a network of travel agencies: the Robintur case

Purpose: The purpose of this paper is to investigate how customer engagement technologies impact service innovation in a network of travel agencies, analyzing the effects on sales channels, customer relationships and retail marketing policies. Design/methodology/approach: Using a qualitative single case study approach and triangulating the data from different sources (documents, semi-structured interviews and in-store observations), this paper investigates the Robintur Group, a large Italian network of travel agencies operating in the leisure travel, business travel and organized tourism segments. Findings: This study highlights three core areas of service innovation that have interrelated effects on travel agency management in coherence with the omni-channel strategy: synergetic channel integration, dynamic customer relationships and dynamic retail marketing. Research limitations/implications: This study is based on a single case study in Italy. Future research could extend the framework to other travel agencies and foreign markets where the diversification process of large grocery retailers is more diffused, and investigate the omni-channel approach in relation to other information and communication technologies and the implications on travel agency management. Originality/value: Presenting a conceptual framework to exploit new technologies and revitalize the scope and functions of travel agencies, the case study offers insights contributing to the literature on service innovation in travel agencies. The data highlight the adoption of an omni-channel approach to facilitate the customer experience. This case study is also one of the first to empirically investigate the challenges of a large-scale retail group when diversifying to the travel industry and adopting an omni-channel strategy.