Open AccessAn Analysis of How Relationship Marketing Influences Customer Choice of Hotel Industry
Author(s) -
P. Ravindran Pathmananathan,
Khairi Aseh
Publication year - 2021
Publication title -
archives of business research
Language(s) - English
Resource type - Journals
ISSN - 2054-7404
DOI - 10.14738/abr.96.10355
Subject(s) - marketing , customer satisfaction , business , customer retention , customer delight , customer advocacy , customer intelligence , customer equity , relationship marketing , customer to customer , service quality , advertising , service (business) , marketing management
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.