Influence of Relationship Marketing Underpinnings on Egyptian Hotel Customer's Satisfaction and

نوع المستند : المقالة الأصلية

المؤلف

مدرس مساعد بقسم ادارة اعمال - جامعة قناة السويس - کلية التجارة

المستخلص

The study seeks to examine the influence of service provider's attributes on relationship marketing underpinnings, which in turn result in customer's satisfaction and loyalty towards the hotel. Design/methodology/approach - A conceptual model linking service provider's attributes to relationship marketing underpinnings and the latter to exchange outcomes defined as customer's satisfaction and loyalty, was tested using structural equation modeling (SEM) on a sample of 279 hotel customers in Sharm El-Sheikh, Egypt.
Findings - The results showed that service provider's competency significantly influence relationship marketing underpinnings. On the other hand, the influence of service provider's appearance on customer's perception of commitment
and conflict was not supported. Further, relationship marketing underpinnings significantly influence customer's satisfaction. Finally, customer's satisfaction significantly influencescustomer's loyalty towards the hotel. Implications - The empirical evidence of the association between service provider's attributes, relationship marketing underpinnings, customer's satisfaction, and loyalty contributes to relationship marketing literature.

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