The effect of strategic alliances on customer satisfaction : an applied study on Egyptian hotels

Abstract EN

The study contributes to determining benefits from strategic alliances that affect customer satisfaction and their decisions and strategic alliance's performance.

the study concentrated on a number of four and five-star hotels in great Cairo (Cairo and Giza), that's because they contain the main international hotels' chains.

a sum of 800 forms was distributed to customers from 50 hotels located in great Cairo ; among them only 650 forms (81%) were valid.

the results indicated that [rooms assigned, quick reservations and check-ins, and discounts (hotel rate discounts- complimentary Wi-Fi- free breakfast- free telephone call- free valet parking)] and website effectiveness (digital check-in) were more powerful benefits from strategic alliances, the results also revealed that the more powerful customer decisions toward benefit they received from hotels recommend this hotel to people, they know.

and they also revealed symbolic image of the hotel was the most important element of the performance of strategic alliance in the hotels' sector.