Relationship marketing as a base for achieving customer loyalty in the Jordanian hotel industry

العناوين الأخرى

التسويق بالعلاقات كأساس لتحقيق ولاء العميل في صناعة الفنادق في الأردن

مقدم أطروحة جامعية

Ashur, Layla Muhammad Khalil

مشرف أطروحة جامعية

al-Shaykh Salim, Fuad Abd al-Wahhab

أعضاء اللجنة

Mualla, Naji
al-Dumur, Hani Hamid Hammud
al-Misri, Muhammad Isam

الجامعة

جامعة عمان العربية

الكلية

كلية الأعمال

القسم الأكاديمي

قسم التسويق

دولة الجامعة

الأردن

الدرجة العلمية

دكتوراه

تاريخ الدرجة العلمية

2006

الملخص الإنجليزي

-In today’s changing global environment, every hotel is looking for innovative ways to increase customer loyalty, since customer loyalty is likely to become a necessary prerequisite for its survival, and is important for its development and profitability.

Relationship marketing is one of the most important and new concepts which are used for achieving customer loyalty, resulting in positive outcomes for both customers and organizations.

The main objective of this study is to determine how the behavioral dimensions of relationship marketing could secure the future loyalty of current hotel customers.

Therefore, which among these dimensions requires a dedicated focus by the hotels? Thus, this study attempts to measure the effect of relationship marketing dimensions on customer loyalty levels in the hotel industry in Jordan.

It looks at which marketing relationship indicators are the most significant antecedents of customer loyalty.

The study incorporates the views of both managers and customers.

The conceptual model was tested using data gathered by means of a survey instrument of 618 customers staying in five star hotels in Jordan in addition to twenty-one marketing managers.

The results of the study support the premise that relationship marketing dimensions affect customer loyalty.

Variation in customer loyalty in five-star hotels was found to be explained mainly by trust and customer satisfaction from the customers’ perspective, and by trust and switching barriers from the managers’ perspective.

It has been found also that relationship marketing dimensions have varying effect on customer loyalty, among the independent variables used in the conceptual model; customer satisfaction, switching barriers, service recovery, relationship bonds, and trust were found to have a direct effect on customer loyalty from the perspective of both the customers the managers.

Customer perceived value was found to affect customer satisfaction from the perspective of the customers and also from the perspective of the managers.

Communication was found to affect trust, and to affect customer loyalty from the perspective of the customers only.

The moderating effect of switching barriers on customer satisfaction- customer loyalty linkage was found only from the customers view.

Results also revealed that there are significant statistical differences between the perspective of the customers and the perspective of the managers for some of the study variables, and in the effect of some of the explanatory variables on the dependent variable (customer loyalty).

Also, significant statistical differences between the perspective of the customers and the perspective of the managers in the effect of all the explanatory variables together on customer loyalty were found to be significant.

The findings can provide guidance for managers to more successfully design and direct their relationship marketing program, and provide insight into the primary drivers to customer loyalty from the customers’ opinions.

Accordingly, some recommendations were suggested to enhance customer loyalty in the hotel industry in Jordan.

Such as the hotel’s need to pay more attention to all the interactions with its customers, to understand their needs and expectations, to keep in touch with both current and past customers, to conduct customer satisfaction surveys, to offer customers added value features and customized high quality services, to recruit service-oriented and well-trained employees, to establish efficient marketing database, to deepen the hotel’s knowledge of how to communicate with customers, and to implement effective service recovery strategies.

التخصصات الرئيسية

التسويق

الموضوعات

• التسويق
• الأردن
• الفنادق
• خدمات العملاء

عدد الصفحات

282

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-533519