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The Impact Of Relationship Marketing On Customer Satisfaction And Loyalty In Luxury Hotels

Author

Listed:
  • Marina Perisic Prodan

    (University of Rijeka, Faculty of Tourism and Hospitality Management)

  • Marta Cerovic

    (University of Rijeka, Faculty of Tourism and Hospitality Management)

  • Ivana Ivancic

    (University of Rijeka, Faculty of Tourism and Hospitality Management)

Abstract

The purpose of this paper is to determine the key dimensions of relationship marketing that influence customer satisfaction, as well as the impact of customer satisfaction on customer loyalty in a luxury hotel context. A survey was conducted on a convenience sample of 311 Croatian citizens who stayed in 5-star hotels in the year prior to the study. The research results show that not all dimensions of relationship marketing influence customer satisfaction. Competence, trust, and communication, as relationship marketing dimensions, have a statistically significant impact on customer satisfaction. The findings also suggest that customer satisfaction has a statistically significant influence on customer loyalty. This study contributes to the theory of relationship marketing. In addition, the obtained results have implications for hotel managers seeking to implement relationship marketing strategies to achieve customer satisfaction and loyalty.

Suggested Citation

  • Marina Perisic Prodan & Marta Cerovic & Ivana Ivancic, 2022. "The Impact Of Relationship Marketing On Customer Satisfaction And Loyalty In Luxury Hotels," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 31(1), pages 189-210, june.
    • Handle: RePEc:avo:emipdu:v:31:y:2022:i:1:p:189-210
    DOI: 10.17818/EMIP/2022/1.9
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    References listed on IDEAS

    as
    1. Chen, Ching-Fu & Chen, Fu-Shian, 2010. "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists," Tourism Management, Elsevier, vol. 31(1), pages 29-35.
    2. Chiu, Hung-Chang & Hsieh, Yi-Ching & Li, Yu-Chuan & Lee, Monle, 2005. "Relationship marketing and consumer switching behavior," Journal of Business Research, Elsevier, vol. 58(12), pages 1681-1689, December.
    3. El-Adly, Mohammed Ismail, 2019. "Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 322-332.
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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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