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Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry

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  • Mazuri Abd Ghani

    (School of Management Sciences, Faculty of Economics and Management Sciences, Universiti Sultan Zainal Abidin, Terengganu, Malaysia,)

  • Aida Othman

    (School of Management Sciences, Faculty of Economics and Management Sciences, Universiti Sultan Zainal Abidin, Terengganu, Malaysia,)

  • Nor Asmahani Ibrahim

    (School of Management Sciences, Faculty of Economics and Management Sciences, Universiti Sultan Zainal Abidin, Terengganu, Malaysia)

  • Wan Zulqurnain Wan Ismail

    (School of Management Sciences, Faculty of Economics and Management Sciences, Universiti Sultan Zainal Abidin, Terengganu, Malaysia)

Abstract

This study aims to investigate the effect of relationship marketing components (trust, bonding, shared values, communication, empathy and reciprocity) on marketing effectiveness (ME) in Malaysian star-rated hotels. The data are based on findings gathered from 65 self-administered questionnaires distributed to middle level managers of three-to five star-rated hotels in the East Coast of Peninsular Malaysia. A partial least squares approach was used to analyze the data and test the hypotheses. The results of the measurement model confirm that the six dimensions of relationship marketing possess are an adequate reliability and have internal consistency as well as convergent validity. The results of structural model show that among key components of relationship marketing, trust, bonding and shared value have positive influences on ME, while communication, empathy and reciprocity do not. The findings of this study provided insights to hoteliers with regard to the importance of deploying and implementing relationship marketing practices as an effort to improve ME performance in the hospitality sector.

Suggested Citation

  • Mazuri Abd Ghani & Aida Othman & Nor Asmahani Ibrahim & Wan Zulqurnain Wan Ismail, 2016. "Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 1026-1033.
    • Handle: RePEc:eco:journ3:2016-04-50
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    References listed on IDEAS

    as
    1. Robert W. Palmatier & Srinath Gopalakrishna & Mark B. Houston, 2006. "Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits," Marketing Science, INFORMS, vol. 25(5), pages 477-493, September.
    2. Selin Kucukkancabas & Ayse Akyol & Berk Ataman, 2009. "Examination of the effects of the relationship marketing orientation on the company performance," Quality & Quantity: International Journal of Methodology, Springer, vol. 43(3), pages 441-450, May.
    3. Sin, Leo Y. M. & Tse, Alan C. B. & Yau, Oliver H. M. & Chow, Raymond P. M. & Lee, Jenny S. Y. & Lau, Lorett B. Y., 2005. "Relationship marketing orientation: scale development and cross-cultural validation," Journal of Business Research, Elsevier, vol. 58(2), pages 185-194, February.
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    Cited by:

    1. Maria Abdul Rahman* & Yusniza Kamarulzaman, 2018. "The Mediating Effect of Satisfaction on Customer Loyalty in Oursourcing Relationships and its Determinants," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 1062-1074:6.
    2. Feliks Anggia & Ubud Salim & Sunaryo Sunaryo & Solimun Solimun, 2017. "Moderation of Personal Relations on Sustainable Competitive Advantages, Customer Relationship Management, and Marketing Performance: Study on small scale business of Leather Products Marketers in East," International Review of Management and Marketing, Econjournals, vol. 7(4), pages 74-82.
    3. P K Chitra, 2018. "Relationship Marketing Practices in Retail Outlets in Selected Districts of Kerala," Shanlax International Journal of Economics, Shanlax Journals, vol. 7(1), pages 14-19, December.

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    More about this item

    Keywords

    Relationship Marketing; Marketing Effectiveness; Hotel Industry; Partial Least Squares;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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