Pregled bibliografske jedinice broj: 1199285
The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels
The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels // Ekonomska misao i praksa : časopis Sveučilista u Dubrovniku, 31 (2022), 1; 189-210 doi:10.17818/EMIP/2022/1.9 (međunarodna recenzija, članak, znanstveni)
CROSBI ID: 1199285 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The impact of relationship marketing on customer
satisfaction and loyalty in luxury hotels
Autori
Perišić Prodan, Marina ; Cerović, Marta ; Ivančić, Ivana
Izvornik
Ekonomska misao i praksa : časopis Sveučilista u Dubrovniku (1330-1039) 31
(2022), 1;
189-210
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
Ključne riječi
Relationship marketing ; Customer satisfaction ; Customer loyalty, Luxury hotels
Sažetak
The purpose of this paper is to determine the key dimensions of relationship marketing that influence customer satisfaction, as well as the impact of customer satisfaction on customer loyalty in a luxury hotel context. A survey was conducted on a convenience sample of 311 Croatian citizens who stayed in 5-star hotels in the year prior to the study. The research results show that not all dimensions of relationship marketing influence customer satisfaction. Competence, trust, and communication, as relationship marketing dimensions, have a statistically significant impact on customer satisfaction. The findings also suggest that customer satisfaction has a statistically significant influence on customer loyalty. This study contributes to the theory of relationship marketing. In addition, the obtained results have implications for hotel managers seeking to implement relationship marketing strategies to achieve customer satisfaction and loyalty.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
--ZP UNIRI 9/18 - Smještajna ponuda u funkciji razvoja luksuznog turizma (Cerović, Marta) ( CroRIS)
Ustanove:
Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
Citiraj ovu publikaciju:
Časopis indeksira:
- Web of Science Core Collection (WoSCC)
- Emerging Sources Citation Index (ESCI)
- EconLit