Relationship Marketing Model – The Practice of Relationship between Hoteliers and Loyal Customers of Five Star Hotels in Bangladesh
Journal Title: Journal of Tourism and Services - Year 2017, Vol 8, Issue 15
Abstract
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 competitive advantage, and long-term profit.
Authors and Affiliations
Sara Sarwari
Keywords
Related Articles
- EP ID EP248174
- DOI -
- Views 118
- Downloads 0
Destination management organizations (DMOs) and crisis management
The present article covers the significance of crisis management in the activities of modern destination management organizations. Apart from theoretical deliberations, whose aim was to present the idea of DMOs and their...
Corruption in Czech Services and Tourism
According to Transparency International there is very high perception of corruption in the Czech Republic [31]. Results of many researches show that corruption is also widespread in the Czech Republic. There are various...
Night Shopping a Tourist Attraction: A Study of Night Shopping in Dubai
Dubai is one of the major tourist destinations with several shopping attractions for different segments of tourists from various parts of the world. It attracts around nine million tourists per annum. The purpose of this...
Relationship Marketing Model – The Practice of Relationship between Hoteliers and Loyal Customers of Five Star Hotels in Bangladesh
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)...
Cultural influences on viewing tourism advertising: An eye-tracking study comparing Chinese and Australian tourists
In a globalized tourism industry, tourism advertising material must cater to a multi-cultural audience. This paper examines Chinese and Australian tourists' visual attention during their viewing the resort brochures by u...