Relationship Marketing Model – The Practice of Relationship between Hoteliers and Loyal Customers of Five Star Hotels in Bangladesh
Sarwari, S. (2017). Relationship Marketing Model – The Practice of Relationship between Hoteliers and Loyal Customers of Five Star Hotels in Bangladesh. Journal of Tourism and Services 9(16): 27-44.
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.
Journal of Tourism and Services (ISSN 1804-5650) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:
- University College of Business in Prague, Czech Republic
- University of Entrepreneurship and Law, Prague, Czech Republic
- School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
- Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
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