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 The Hotel Strategy during the Pandemic of COVID-19: The Case of Secondary Cities

2021 ◽  
Vol 3 (2) ◽  
pp. 121-135
Author(s):  
Situmorang, Ringkar ◽  
Choirisa, Septi. Fahmi ◽  
Mehrotra Amit
Keyword(s):  
Crisis Management ◽  
Hotel Industry ◽  
Tourism Industry ◽  
Structured Interviews ◽  
Head Office ◽  
Management Literature ◽  
Hospitality And Tourism Industry ◽  
Branch Office ◽  
Hotel Managers ◽  
Main City

The pandemic of COVID-19 has given a disaster to the business industry. Many businesses have to concede that they have to suffer financially because of this situation. One of those businesses that suffered is the hotel business. Many hotel companies have to find a strategy to ensure their relationship between the main city (head office) and secondary cities (branch office) working seamlessly to mitigate this crisis. The primary purpose of this study is to investigate how the hotel industry is handling the challenges during pandemic COVID-19 in the secondary cities. This study adopted qualitative research with 12 semi-structured interviews from various hotel managers in multiple cities. The result showed some discrepancies in the interrelationship between the head office and the branch office in secondary cities, creating uncertainties among them. This study contributed to the crisis management literature in hospitality and tourism industry by exploring the challenges from the pandemic of COVID-19 among cities in Indonesia.

scholarly journals Harmonization of Green Motives and Green Business Strategies towards Sustainable Development of Hospitality and Tourism Industry: Green Environmental Policies

2021 ◽  
Vol 13 (12) ◽  
pp. 6592
Author(s):  
Zahid Yousaf ◽  
Magdalena Radulescu ◽  
Crenguta Ileana Sinisi ◽  
Luminita Serbanescu ◽  
Loredana Maria Paunescu
Keyword(s):  
Sustainable Development ◽  
Structural Equation ◽  
Hotel Industry ◽  
Equation Model ◽  
Tourism Industry ◽  
Business Strategies ◽  
Mediating Role ◽  
Green Business ◽  
Hospitality And Tourism Industry

This study aims to investigate the direct impact of green motives (GM) and green business strategies (GBS) on sustainable development (SD) in the hospitality sector. It explores the direct links between GM and SD. Moreover, the mediating role of GBS between GM and SD was tested. The research relies on the stakeholders’ theory, which states that the organization’s success and future development depends on the satisfaction of stakeholders. Data were collected from 451 top managers and owners from 54 hotels (5, 4 and 3-star hotels) operating in Pakistan. Quantitative analysis including correlation, regression, confirmatory factor analysis and structural equation model techniques were used. The mediating role of GBS was assessed using the bootstrapping method. Results proved that GM and GBS enable hotel industry to achieve the targets of SD. Finding also proved that GBS act as a mediator between the GM and SD link. The hotel industry needs attention to achieve the targets of SD and customers’ inclination towards more hygienic and environmental issues after the worldwide COVID-19 pandemic situation has forced the hotel industry to adapt GBS initiated through GM. The current research articulated this upcoming issue and offered a SD model for the hotel industry.

Understanding travellers’ reactions to robotic services: a multiple case study approach of robotic hotels

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kadir Çakar ◽  
Şehmus Aykol
Keyword(s):  
New Technologies ◽  
Service Industry ◽  
Tourism Industry ◽  
Human Robot Interaction ◽  
Customer Engagement ◽  
High Tech ◽  
Content Type ◽  
Social Distancing ◽  
Study Approach ◽  
Hospitality And Tourism Industry

Purpose The purpose of this paper is to investigate travellers’ behaviour and examine their reactions to high-tech hotels offering robotic services to customers. Design/methodology/approach Data were gathered from user-generated content within the context of a qualitative research method by analysing the online narratives of travellers at TripAdvisor who visited robotic hotels. Data analysis was realised through content analysis, which revealed various themes and categories of traveller behaviour and reactions to technology. Findings Results show that robotic services significantly improve the quality of service offered to travellers, while positively affecting travellers’ intention to revisit robotic hotels within the context of customer engagement behaviours. Research limitations/implications The results of the present research reveal that the introduction of new technologies in the service industry, such as the robotic butler, can have considerable effects on guest behaviour and attitudes. This field has emerged as a new sub-dimension of customer engagement. Practical implications The use of robots will most likely enhance experiences through interaction between customers and robots. Additionally, in cases where social distancing is required, the use of robots in the hospitality and tourism industry may increase the mobility of people wishing to travel by applying social distancing through use of robots in services. Originality/value The study contributes to the extant literature by identifying the concept of adoption as a sub-dimension deriving from human–robot interaction, thus generating the novelty of the research.

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.

scholarly journals PENGARUH RELATIONSHIP MARKETING TERHADAP CUSTOMER RETENTION PADA STUDIO MUSIK 58 SURAKARTA

2020 ◽  
Vol 2 (3) ◽  
pp. 153-159
Author(s):  
Indah Handaruwati ◽  
Obed Christian Wibowo
Keyword(s):  
Relationship Marketing ◽  
Linear Regression Analysis ◽  
Customer Retention ◽  
Multiple Linear Regression Analysis ◽  
Customer Experience ◽  
Questionnaire Data ◽  
Purposive Sampling ◽  
Conflict Handling ◽  
Convenience Sampling ◽  
Communication Conflict

Abstract– This study aims to analyze the effect of Relationship Marketing on Customer Retention in 58 Surakarta music studios. In connection with this problem, the following hypothesis is proposed, H1: Allegedly there is the influence of Customer Experience on Customer Retention, H2: Allegedly there is an influence of Communication on Customer Retention, H3: Allegedly there is the influence of Conflict Handling on Customer Retention, H4: Allegedly there is the influence of Customer Experience, Communication, Conflict Handling simultaneously for Customer Retention. The population in this study were all customers of Surakarta 58 studio music studio rental services, sampling using purposive sampling and convenience sampling techniques. The samples used in this study were 80 consumers. Data collection using a questionnaire. Data analysis was performed with multiple linear regression analysis test with SPSS 16.00 software. The results showed that Customer Experience had no significant effect on Customer Retention with a significance value of 0.142, Communication had a significant effect on Customer Retention with a significance value of 0.045, Conflict Handling had a significant effect on Customer Retention with a significant value of 0,000, Customer Experience, Communication and Conflict Handling had a significant effect Simultaneous to Customer Retention of 27,691.   Abstrak– Penelitian ini bertujuan untuk menganalisis pengaruh Relationship Marketing terhadap Customer Retention pada studio musik 58 Surakarta. Sehubungan dengan masalah tersebut, diajukan hipotesis sebagai berikut, H1 : Diduga ada pengaruh Customer Experience terhadap Customer Retention, H2: Diduga ada pengaruh Communication terhadap Customer Retention, H3: Diduga  ada pengaruh Conflict Handling  terhadap Customer Retention, H4: Diduga ada pengaruh Customer Experience, Communication, Conflict Handling secara simultan terhadap Customer Retention. Populasi dalam penelitian ini adalah semua pelanggan pengguna jasa sewa studio musik 58 Surakarta, pengambilan sampel menggunakan teknik purposive sampling dan convenience sampling.Sampel yang digunakan dalam penelitian ini sebanyak 80 responden.Pengumpulan data menggunakan kuesioner.Analisis data dilakukan dengan uji analisis regresi linear berganda dengan software SPSS 16.00. Hasil penelitian menunjukan bahwa Customer Experience tidak berpengaruh secara signifikan terhadap Customer Retention dengan nilai signifikansi 0.142, Communication berpengaruh signifikan terhadap Customer Retention dengan nilai signifikansi 0.045, Conflict Handling berpengaruh signifikan terhadap Customer Retention dengan nilai signifikan 0.000, Customer Experience, Communication dan Conflict Handling berpengaruh secara simultan terhadap Customer Retention sebesar 27.691.  

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.

How is the hospitality and tourism industry in India responding to the dynamic digital era?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anjana Singh ◽  
Sandeep Munjal
Keyword(s):  
Digital Technologies ◽  
Online Reviews ◽  
Tourism Industry ◽  
Customer Engagement ◽  
Theme Issue ◽  
Content Type ◽  
Digital Era ◽  
Hospitality And Tourism ◽  
Hospitality And Tourism Industry

Purpose This paper aims to introduce the background with the theme issue question: How is the hospitality and tourism industry in India responding to the dynamic digital era? Design/methodology/approach The paper has discussed the importance of digital technologies and its scope in customer engagement and marketing of hospitality and tourism products; nevertheless, it also identifies the role of human touch and traditional marketing by suggesting the appropriate mix. This paper has examined the role of influencers and online reviews in impacting the purchase tech decisions related to travel and tourism. Findings This paper highlights the current digital trends in hospitality and tourism of India and highlights the contribution of authors toward the strategic question. Practical implications The theme issues draw extensively from industry leaders, digital agencies, restaurant owners and tech consumers to offer relevant and varied perspectives. Originality/value India is making significant progress in the adoption of digital technologies; yet, there is limited research in providing insights and barriers about hospitality and tourism services. This theme issue will identify the untapped potential and issues with respect to the Indian context.

scholarly journals Stakeholders’ Influence on Environmental Sustainability in the Australian Hotel Industry

2021 ◽  
Vol 13 (3) ◽  
pp. 1351
Author(s):  
Ajay Khatter ◽  
Leanne White ◽  
Joanne Pyke ◽  
Michael McGrath
Keyword(s):  
Environmental Sustainability ◽  
Hotel Industry ◽  
Tourism Industry ◽  
Environmentally Sustainable ◽  
Academic Literature ◽  
Key Stakeholders ◽  
Independent Hotels ◽  
Qualitative Data Analysis Software ◽  
Hotel Managers ◽  
Depth Interviews

Hotels are a key element of the tourism industry. Hotels are the most common form of accommodation for tourists and the hotel industry is intricately to tourism. A review of the academic literature indicates that existing research is primarily focused on sustainability in tourism, but very few studies have analysed the environmental dimension of sustainability in hotels in Australia, an important facet of the Australian tourism industry. The paper presents the findings of the influence of stakeholders on environmentally sustainable policies and practices (ESPPs) in the Australian hotel industry. One-on-one interviews were conducted with hotel managers as a representative sample of Australian hotels in Melbourne, Australia. The selected sample for the research comprised managers who manage approximately 60 hotels. The data was collected through in-depth interviews. It was then transcribed, coded, and analysed with NVIVO, a computer-aided qualitative data analysis software program. The sample size ensured representation by different segments of the hotel industry to include international chain-affiliated hotels, Australian chain-affiliated hotels and independent hotels. An analysis of the findings suggests that owners and shareholders are the biggest influencers as their investment takes primary importance. Other key stakeholders such as guests generally play a secondary role in influencing the ESPPs of hotels. ESPPs should lead to well-intentioned initiatives and practices that are undertaken by stakeholders to create drivers for change to contribute to environmental sustainability.

scholarly journals Relationship Marketing as an Orientation to Customer Retention: Evidence from Banks of Pakistan

2019 ◽  
Vol 12 (7) ◽  
pp. 133
Author(s):  
Benazir Solangi ◽  
Urooj Talpur ◽  
Sanober Salman Shaikh ◽  
Tania Mushatque ◽  
Muhammad Asif Channa
Keyword(s):  
Relationship Marketing ◽  
Quantitative Research ◽  
Banking Sector ◽  
Customer Retention ◽  
Self Report ◽  
Future Research ◽  
Research Approach ◽  
Sindh Province ◽  
Conflict Handling ◽  
The Impact

This study aims to underpin the relationship marketing as an orientation to customer retention. Further, this study undertakes the case study of banking sector from Sindh province, Pakistan. The reason of conducting this study was to analyze the impact of relationship marketing on customer’s retention in the banking sector. Relationship marketing is getting more attention and popularity around the world and helps in developing customers satisfaction and loyalty. Quantitative research approach was used to measure the response of the sample. A field survey was conducted from customers of 20 banks operating in Larkana.  An adopted questionnaire was used with five variables, four independent (Trust, commitment, communication and conflict handling) to predict one dependent variable (Customer retention) at 5-point Likert scale. The response was collected through close-ended questionnaire. The study has found that all the independent variables are positive and significant predictors of dependent variable with a good fit between their reliability and sample size adequacy. The major contribution of this study for the managers of banks particularly in Pakistani context is to take serious efforts to implement CRM effectively for customer retention in challenging marketing landscape due to technological and business extensions. The study has self-report nature so it cannot be generalized in all aspects. Research has left a gap for future research in the same set as well.

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