Relationship Marketing Model - A Way to Explore Customer Loyalty of Five Star Hotels in Bangladesh
Journal Title: Journal of Tourism and Services - Year 2015, Vol 6, Issue 10
Abstract
Building up loyalty through relationship marketing as in the case of a five star hotel has been found to be a long term investment for a hotel. While keeping customers loyal, however, is a key objective of relationship marketing, there is little agreement on which antecedents could be used to achieve this aim. In response, this study develops a model of relationship marketing based on a review of the literature to empirically investigate in one single model: (1) the affect of relational bonds (financial, social and structural) on relationship quality (2) the ultimate affect of relationship quality on customer loyalty. Furthermore, it presents and discusses empirical findings from a survey of 284 loyal guests in five-star hotels in Bangladesh and examined their perspectives as end users using structural equation modeling (AMOS 21).The findings of this study revealed that though financial and social bonds have an effect on relationship quality but there is no relations between structural bonds and relationship quality. The result also shows that relationship quality is a necessary determinant of customer loyalty. Findings also imply the need for service firms in general, and hotels in particular, to strategically lever on the key antecedents of a relationship quality and customer loyalty including relational bonds, in pursuit of a more competitive advantage and long-term profit.
Authors and Affiliations
Sara Sarwari, Tanvir Ahmed Minar, Waleed Khan Chowdhury
Keywords
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