دور التسويق بالعلاقات في تطوير الميزة التنافسية : دراسة حالة فندق صبري بعنابة

Abstract EN

The objective of this study was to determine the role of the Relationship Marketing in developing the competitive advantage of the institution, with the study of the Sabri Hotel.

To achieve the objectives of the study, a questionnaire was prepared and distributed to a random sample of (130) workers from a community of (195) workers, (66.

67%), which is a good percentage of the study, retrieved (106) form (81.

54%) of the sample size.

The study concluded that there is a correlation between the independent variable (relationship marketing) and the dependent variable (Competitive advantage).

Finally, a set of recommendations was proposed.

The aim of this study is to enable the service institutions in general and the hotel in particular to benefit from the relationship marketing system efficiently Competitiveness.