THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION AND LOYALTY IN LUXURY HOTELS

被引：0
|
作者：
Prodan, Marina Perisic [1 ]
Cerovic, Marta [1 ]
Ivancic, Ivana [1 ]
机构：
[1] Univ Rijeka, Fac Tourism & Hospitality Management, Rijeka, Croatia
来源：
EKONOMSKA MISAO I PRAKSA-ECONOMIC THOUGHT AND PRACTICE | 2022年 / 31卷 / 01期
关键词：
relationship marketing; customer satisfaction; customer loyalty; luxury hotels; SERVICE QUALITY; PERCEIVED VALUE; TRUST; COMMITMENT; TOURISTS;
D O I：
10.17818/EMIP/2022/1.9
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The purpose of this paper is to determine the key dimensions of relationship marketing that influence customer satisfaction, as well as the impact of customer satisfaction on customer loyalty in a luxury hotel context. A survey was conducted on a convenience sample of 311 Croatian citizens who stayed in 5-star hotels in the year prior to the study. The research results show that not all dimensions of relationship marketing influence customer satisfaction. Competence, trust, and communication, as relationship marketing dimensions, have a statistically significant impact on customer satisfaction. The findings also suggest that customer satisfaction has a statistically significant influence on customer loyalty. This study contributes to the theory of relationship marketing. In addition, the obtained results have implications for hotel managers seeking to implement relationship marketing strategies to achieve customer satisfaction and loyalty.
引用
收藏
页码：189 / 210
页数：22
相关论文
共 50 条
  • [1] Impact of Relationship Quality and Relationship Interests on Customer Loyalty in Hotels
    Sun Wei
    Tang Shoulian
    Chen Tao
    [J]. PROCEEDINGS OF THE 11TH INTERNATIONAL CONFERENCE ON INNOVATION AND MANAGEMENT, VOLS I AND II, 2014, : 870 - 873
  • [2] Does relationship marketing improve customer relationship satisfaction and loyalty?
    Leverin, Andreas
    Liljander, Veronica
    [J]. INTERNATIONAL JOURNAL OF BANK MARKETING, 2006, 24 (04) : 232 - 251
  • [3] Relationship Marketing and Customer Loyalty: Evidence From the Ghanaian Luxury Hotel Industry
    Narteh, Bedman
    Agbemabiese, George Cudjoe
    Kodua, Prince
    Braimah, Mahama
    [J]. JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT, 2013, 22 (04) : 407 - 436
  • [4] Relationship marketing and customer loyalty
    Ndubisi, Nelson
    [J]. MARKETING INTELLIGENCE & PLANNING, 2007, 25 (01) : 98 - +
  • [5] Relationship Marketing Model - A Way to Explore Customer Loyalty of Five Star Hotels in Bangladesh
    Sarwari, Sara
    Minar, Tanvir Ahmed
    Chowdhury, Waleed Khan
    [J]. JOURNAL OF TOURISM AND SERVICES, 2015, 6 (10): : 64 - 80
  • [6] THE EXAMINATION OF THE RELATIONSHIP BETWEEN EXPERIENTIAL MARKETING AND CUSTOMER SATISFACTION AND LOYALTY AS A POSTMODERN MARKETING APPROACH
    Celep, Emel
    Sahin, Esen
    Akkaya, Omer
    [J]. ECONOMIC AND SOCIAL DEVELOPMENT, 2017, : 611 - 616
  • [7] Relationship Marketing and Customer Loyalty: Do Customer Satisfaction and Customer Trust Really Serve as Intervening Variables?
    Rizan, Mohamad
    Warokka, Ari
    Listyawati, Dewi
    [J]. VISION 2020: INNOVATION, DEVELOPMENT SUSTAINABILITY, AND ECONOMIC GROWTH, VOLS 1-3, 2013, : 1285 - +
  • [8] Pillars of Customer Retention in the Services Sector: Understanding the Role of Relationship Marketing, Customer Satisfaction, and Customer Loyalty
    Hussain, Mazhar
    Javed, Asad
    Khan, Samar Hayat
    Yasir, Muhammad
    [J]. JOURNAL OF THE KNOWLEDGE ECONOMY, 2024,
  • [9] The influences of relationship marketing strategy and transaction cost on customer satisfaction, perceived risk, and customer loyalty
    Cheng, Cheng-Feng
    Lee, Ai-Hsuan
    [J]. AFRICAN JOURNAL OF BUSINESS MANAGEMENT, 2011, 5 (13): : 5199 - 5209
  • [10] RELATIONSHIP MARKETING AND CUSTOMER LOYALTY STRATEGIES
    Kondo, Edson Kenji
    Matsumoto, Alberto Shigueru
    Oliveira, Jost Maria
    Sousa, Marcelo dos Santos
    [J]. ADMINISTRACAO-ENSINO E PESQUISA, 2009, 10 (03): : 129 - 146
12345