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

Mazuri Abd Ghani, Aida Othman, Nor Asmahani Ibrahim and Wan Zulqurnain Wan Ismail
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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

International Review of Management and Marketing, 2016, vol. 6, issue 4, 1026-1033

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.

Keywords: Relationship Marketing; Marketing Effectiveness; Hotel Industry; Partial Least Squares (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (3)

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