Relationship Marketing Model – The Practice of Relationship between Hoteliers and Loyal Customers of Five Star Hotels in Bangladesh

  • Sara Sarwari Stamford University Bangladesh
Keywords: Relationship Marketing, Relational Bonds, Emotion, Relationship Quality, Customer loyalty.


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.