Loyalty: A Strategic Commitment (original) (raw)
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Building up loyalty through relationship marketing as in the case for a budget hotel has been found to be a long term investment and loyal customer were more tolerance towards occasional inferior performances. The objective of this study was to investigate the relationship quality of trust, commitment and satisfaction perceived by the customer that can influence their loyalty towards a budget hotel. A cross sectional data collection approach was employed on a group of 85 hotel guests who were staying in a budget hotel. This study revealed that there was a direct relationship between relationship quality and loyalty with the exception to trust. Furthermore, this study confirmed that commitment and customer satisfaction acted as important factors in building customer loyalty. This study implies to service providers in enhancing loyalty is to reach the customer through a mean of communication, customized service and comfort to the customer. Future studies suggest such as replicated of the study in other service industries (e.g. banking, hospitals, insurance, food service, and hotels) and also to consider a bigger sampling frame that will have the ability to be generalize.
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The appreciation of relationship marketing is in building and retaining long-standing relationships with customers, which has a huge impression for various organizations in the West. In any case, because of standards and ethnic modifications, the same term cannot be applied in the local context. This study is mainly drawn from the data collected through an online survey at five star hotels in the city of Bangalore. The purpose of this research is to draw the hoteliers' attention about relationship marketing and propose the use of this term for the existing strategies currently used in hotels. The extensive literature review related to strategies practiced in the hotel industry supports the mapping of strategies into one distinguished term: Relationship Marketing. The primary aim of the study is to develop a framework based on literature for hoteliers to implement and practice the new term in the hotel industry. The study ends with a blueprint as well as recommendations in using the new term to enhance customer relationship and loyalty.
Relationship Marketing in Hotel Industry: A Conceptual Study
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The appreciation of relationship marketing is in building and retaining long-standing relationships with customers, which has a huge impression for various organizations in the West. In any case, because of standards and ethnic modifications, the same term cannot be applied in the local context. This study is mainly drawn from the data collected through an online survey at five star hotels in the city of Bangalore. The purpose of this research is to draw the hoteliers’ attention about relationship marketing and propose the use of this term for the existing strategies currently used in hotels. The extensive literature review related to strategies practiced in the hotel industry supports the mapping of strategies into one distinguished term: Relationship Marketing. The primary aim of the study is to develop a framework based on literature for hoteliers to implement and practice the new term in the hotel industry. The study ends with a blueprint as well as recommendations in using the ...
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This study develops a model of relationship marketing to empirically investigate: (1) the effect of relational bonds (financial, social and structural) on customer emotions; (2) emotions on relationship quality; and (3) the ultimate effect of both relationship quality and emotions on customer loyalty. Data were collected from a survey of 284 loyal guests at five-star hotels in Bangladesh and examined their perspectives as end users using structural equation modeling (AMOS 21).The emotion, which is considered to be an important construct here is used never before to investigate the loyalty of the customers in five star hotels in Bangladesh. Findings imply the need of relational bonds in service firms especially in hotels business, to increase the positive emotions of customers which in turn increase the relationship quality between the hoteliers and the customers so that more loyal customers are introduce in the five star hotels in Bangladesh and make the hotels pursuit more competit...
Influence of Relationship Quality on Hotel Guests' Loyalty: A Case Study of A Malaysian Budget Hotel
Building up loyalty through relationship marketing as in the case for a budget hotel has been found to be a long term investment and loyal customer were more tolerance towards occasional inferior performances. The objective of this study was to investigate the relationship quality of trust, commitment and satisfaction perceived by the customer that can influence their loyalty towards a budget hotel. A cross sectional data collection approach was employed on a group of 85 hotel guests who were staying in a budget hotel. This study revealed that there was a direct relationship between relationship quality and loyalty with the exception to trust. Furthermore, this study confirmed that commitment and customer satisfaction acted as important factors in building customer loyalty. This study implies to service providers in enhancing loyalty is to reach the customer through a mean of communication, customized service and comfort to the customer. Future studies suggest such as replicated of ...
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The purpose of this study is to provide an insight into the impact of relationship marketing strategy on customer loyalty of retail bank sector in Pakistan and to examines whether these relationship strengthen through improvements in banking relationship. A questionnaire derived from previous studies and relevant literature was completed by 100 university students having accounts in different banks and Convenience sampling used. Multiple regression analysis assessed the impact on customer loyalty of four key construct of relationship marketing (Trust, Commitment, Communication and conflict handling). Results indicate that four variables have significant effect and predict good proportion of variance in customer loyalty.It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced and retained by marketing plans aimed at building trust, demonstrating commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently.
International Review of Management and Marketing, 2016
This study aims to investigate the effect of relationship marketing components (trust, bonding, shared values, communication, empathy and reciprocity) on marketing effectiveness (ME) in Malaysian star-rated hotels. The data are based on findings gathered from 65 self-administered questionnaires distributed to middle level managers of three-to five star-rated hotels in the East Coast of Peninsular Malaysia. A partial least squares approach was used to analyze the data and test the hypotheses. The results of the measurement model confirm that the six dimensions of relationship marketing possess are an adequate reliability and have internal consistency as well as convergent validity. The results of structural model show that among key components of relationship marketing, trust, bonding and shared value have positive influences on ME, while communication, empathy and reciprocity do not. The findings of this study provided insights to hoteliers with regard to the importance of deploying...
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The competitive nature of hospitality industry makes it imperative for operators to constantly seek new ways to improve their services, as well as map out strategies to provide memorable experience for their patrons. In order to keep abreast of the current and future needs of the ever-evolving industry, and respond to the demands of increasingly sophisticated guests, innovation and creativity seems crucial in maintaining a competitive edge in hospitality industry.