THE IMPACT OF RELATIONSHIP MARKETING ON CUSTOMER SATISFACTION AND LOYALTY IN LUXURY HOTELS

Marina Perisic Prodan (), Marta Cerovic () and Ivana Ivancic ()
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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

Economic Thought and Practice, 2022, vol. 31, issue 1, 189-210

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.

Keywords: relationship marketing; customer satisfaction; customer loyalty; luxury hotels (search for similar items in EconPapers)
JEL-codes: L83 M31 M37 Z33 (search for similar items in EconPapers)
Date: 2022
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DOI: 10.17818/EMIP/2022/1.9

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