scholarly journals Saving the hotel industry: Strategic response to the COVID-19 pandemic, hotel selection analysis, and customer retention

2022 ◽  
pp. 103163
Author(s):  
Jinkyung Jenny Kim ◽  
Heesup Han
Keyword(s):  
Hotel Industry ◽  
Customer Retention ◽  
Strategic Response ◽  
Selection Analysis

scholarly journals An Analysis of How Relationship Marketing Influences Customer Choice of Hotel Industry

2021 ◽  
Vol 9 (6) ◽  
pp. 191-202
Author(s):  
P. Ravindran Pathmananathan ◽  
Khairi Aseh
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Urban Areas ◽  
Positive Relationship ◽  
Hotel Industry ◽  
Customer Retention ◽  
Main Concern ◽  
Customer Choice

Relationship marketing has been recognised as an excellent way to build an exclusive long-term relationship with their customers in today's dynamic global industry.However, many institutions fail to systematically gauge and track customer satisfaction and the factors shaping it. An increasing number of institutions are making customer satisfaction a main concern. The aim of this study is to highlight the importance of customer satisfaction in the service industry.This study was carried out via a questionnaire involving 200 customers of hotel located in urban areas namely, Georgetown, Penang. It can be concluded that there is a positive relationship between customer satisfaction and customer retention. Thus,the higher the level of customer satisfaction the higher the likelihood a customer will repeat staying at the hotel and recommend hotels to others.

Post-stay email marketing implications for the hotel industry: Role of email features, attitude, revisit intention and leisure involvement level

2018 ◽  
Vol 25 (4) ◽  
pp. 405-417 ◽  
Author(s):  
Kiseol Yang ◽  
Ji Hye Min ◽  
Krishna Garza-Baker
Keyword(s):  
Hotel Industry ◽  
Customer Retention ◽  
Retention Strategies ◽  
Email Marketing ◽  
Leisure Involvement ◽  
Revisit Intention ◽  
Significant Mediator

Despite their widespread use in the hotel industry, limited research has been conducted on post-stay emails. Therefore, this study was designed to examine the effects of post-stay email features on customers’ attitudes towards a brand and their revisit intention. The email features analysed in the study consisted of personalization, message copy, interactivity, financial and illustration. Further, the effectiveness of each email feature was measured based on respondents’ leisure involvement levels. Results indicated that personalization, interactivity and financial features were significant predictors of revisit intention depending on customers’ involvement levels, while attitude was a significant mediator. Overall, the findings from the study add to the knowledge of how post-stay emails can be used when formulating customer retention strategies.

scholarly journals Customer retention: A theoretical perspective of service failure and service recovery in the hotel industry

2006 ◽  
Vol 6 (1) ◽  
Author(s):  
D. J. Petzer ◽  
T. F.J. Steyn
Keyword(s):  
Service Failure ◽  
Theoretical Perspective ◽  
Service Recovery ◽  
Hotel Industry ◽  
Customer Retention ◽  
Theoretical Background ◽  
Background Information ◽  
Secondary Sources ◽  
Day To Day Operations ◽  
Hotel Managers

Purpose: The purpose of this paper is to provide a theoretical perspective on customer retention activities associated with service failure management and service recovery as a means to retain customers in the hotel industry - and to improve the competitiveness of a hotel. The research is pursued with the following objectives in mind: To determine the customer retention activities involved in the service failure management needed by hotels to retain customers. To determine the customer retention activities associated with the service recovery that hotels might perform in order to retain customers. Design/methodology/approach: Secondary sources such as textbooks, scientific journals, and previous studies on the subject were used to obtain relevant background information. A literature search of secondary sources was conducted to elucidate questions and areas of enquiry that relate to the research. Findings: The theoretical perspectives on service failure management and service recovery provided in this paper suggest several customer retention activities that might be used by hotels in order to manage service failure and service recovery - and thus become more competitive. Implications: This paper suggests a number of approaches that hotel managers might take to improve service failure management and service recovery. Such activities could assist a hotel in determining where it is lacking and where to improve its performance in these areas. These activities could provide guidance to managers who are dealing with the day-to-day operations of a hotel. They might help to avoid service failures in the first place, and, secondly, to give ideas about service recovery if failures do occur. On a more strategic level, these activities could also assist managers to develop a general customer retention strategy that incorporates service failure management and service recovery. Originality/value: Service failure management and service recovery are viewed as ways to retain customers and to improve the competitiveness of hotels. Service failure and service recovery activities are proposed; these might form part of a framework for customer retention management for the hotel industry in Gauteng, South Africa. Such a framework has not been attempted before. The paper discusses the environment in which hotels find themselves, provides a theoretical background to service failure and service recovery, and suggests strategies that could be put in place by hotels in order to retain customers. Managers of private or owner-managed - or of group or branded hotels - could perform these activities and thus improve their effectiveness.

scholarly journals Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110092
Author(s):  
Suha Fouad Salem
Keyword(s):  
Relationship Marketing ◽  
Hotel Industry ◽  
Customer Retention ◽  
Measurement Model ◽  
Tourism Industry ◽  
Customer Engagement ◽  
Customer Commitment ◽  
Conflict Handling ◽  
Hospitality And Tourism Industry ◽  
Hotel Managers

The increasing growth of new hotels in the Malaysian domestic market indicates that the hospitality and tourism industry is growing rapidly. As a result, there will be high competition as customers can easily switch from one hotel to the other. Therefore, to maintain competition in the market, it is crucial for hotels to recognize the importance of conflict handling, trust, and customer commitment in maintaining good relationships with their customers. Hence, the objective of this study is to study, relationship marketing constructs such as conflict handling, trust, and commitment are evaluated based on their direct and indirect relationships with customer retention. Overall, 188 questionnaires were collected from hotel guests in Malaysia to evaluate the structural relationships between these constructs and the performance of the measurement model using SmartPLS 3.2.3. Moreover, the importance-performance map analysis (IPMA) was used to identify measures that could be utilized to enhance management activities. The research outcomes of this study indicated that customer retention is directly influenced by conflict handling, whereas customer engagement is directly affected by trust, conflict handling, and commitment. However, conflict handling, commitment, and trust indirectly affected customer retention via customer engagement. The IPMA also revealed several aspects to help decision-makers and managers prioritize their actions efficiently. The results of this study revealed that customer engagement and conflict handling had the highest effect, whereas commitment and customer engagement had the highest performance on customer retention in the hotel industry. Therefore, to maintain customer loyalty, it is recommended that hotel managers prioritize their customers’ complaints and resolve them effectively.

scholarly journals Managing Customer Retention of Hotel Industry in Malaysia

2014 ◽  
Vol 130 ◽  
pp. 379-389 ◽  
Author(s):  
Z. Nurul Syaqirah ◽  
Z. Putra Faizurrahman
Keyword(s):  
Hotel Industry ◽  
Customer Retention

Managing Service Quality, Food Quality, Price Fairness and Customer Retention: A Holistic Perspective

2020 ◽  
Vol 2 (1) ◽  
pp. 1-5
Author(s):  
Ammar Ahmed ◽  
Rafat Naseer ◽  
Muhammad Asadullah ◽  
Hadia Khan
Keyword(s):  
Service Quality ◽  
Food Quality ◽  
Service Sector ◽  
Customer Retention ◽  
Price Fairness ◽  
Policy Makers ◽  
Restaurant Management ◽  
The Subject ◽  
Research Propositions ◽  
The Impact

In this competitive environment, organizations strive to satisfy their customer by providing best quality service at affordable and fair prices with a view to enhance their revenues. To achieve the objective of revenue maximization, organizations strive to identify the factors that help them in retaining their customers. Drawing from the signalling theory of marketing, the current study proposes a novel conceptual model representing the impact of service quality with food quality and price fairness on customer retention in restaurant sector of Pakistan. The paper underlines an important arena of knowledge for academicians as well as organizational scientists on the subject. On the basis of literature available on the variables understudy, the present study forwards eight research propositions worthy of urgent scholarly attention. The conceptualized model of the present article can also be viewed significant in unleashing further avenues for the restaurant management entities, policy makers and future researchers in the domain of managing in the service sector businesses.

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