The adoption of relationship marketing in rated hotels: An importance-performance analysis in Setif, Algeria

In today’s highly competitive hospitality market, hotels are increasingly focused on enhancing guest satisfaction to secure repeat visits and foster long-term customer loyalty. Achieving this goal requires a comprehensive strategy, and relationship marketing has emerged as a key approach for hoteliers aiming to build lasting connections with their guests. This study evaluates the adoption of relationship marketing in rated hotels in Setif, Algeria, with a specific focus on its three core dimensions: service culture, communication, and complaints management. The study employs Importance-Performance Analysis (IPA) to assess how these dimensions are implemented and perceived in the local context. A total of 65 valid responses from hotels’ regular guests were analysed. The findings reveal that while relationship marketing practices are indeed adopted in the studied hotels, there are critical areas that require improvement. The study highlights the need for enhanced attention to these dimensions to strengthen guest satisfaction, loyalty, and overall hotel performance. This research contributes to the existing literature on relationship marketing in the Algerian hospitality sector and provides practical recommendations for future improvements in service delivery and customer relations.