TY - JOUR
T1 - Relationship marketing and customer loyalty
T2 - Evidence from the ghanaian luxury hotel industry
AU - Narteh, Bedman
AU - Agbemabiese, George Cudjoe
AU - Kodua, Prince
AU - Braimah, Mahama
PY - 2013
Y1 - 2013
N2 - The study reports the impact of relationship marketing on customer loyalty in the luxury and first-class hotel industry. A questionnaire derived from the literature review was completed by 300 customers of luxury and first-class hotels in Ghana. Descriptive statistics, exploratory factor analysis, and multiple regression were used to test the impact of six key relationship marketing practices, namely competence, commitment, conflict handling, trust, communication, and relational bonds on customer loyalty. The findings suggest that all six relationship-marketing practices have a significant and positive effect on customer loyalty in the hotel industry in Ghana. Apart from extending knowledge on relationship marketing practices into a domain without much empirical work, the study also provides hotel managers with practical ways of implementing relationship-marketing strategies for achieving customer loyalty in Ghana.
AB - The study reports the impact of relationship marketing on customer loyalty in the luxury and first-class hotel industry. A questionnaire derived from the literature review was completed by 300 customers of luxury and first-class hotels in Ghana. Descriptive statistics, exploratory factor analysis, and multiple regression were used to test the impact of six key relationship marketing practices, namely competence, commitment, conflict handling, trust, communication, and relational bonds on customer loyalty. The findings suggest that all six relationship-marketing practices have a significant and positive effect on customer loyalty in the hotel industry in Ghana. Apart from extending knowledge on relationship marketing practices into a domain without much empirical work, the study also provides hotel managers with practical ways of implementing relationship-marketing strategies for achieving customer loyalty in Ghana.
KW - Customer loyalty
KW - Ghana
KW - Luxury hotels
KW - Relationship marketing
UR - http://www.scopus.com/inward/record.url?scp=84879453911&partnerID=8YFLogxK
U2 - 10.1080/19368623.2012.660564
DO - 10.1080/19368623.2012.660564
M3 - Article
AN - SCOPUS:84879453911
SN - 1936-8623
VL - 22
SP - 407
EP - 436
JO - Journal of Hospitality Marketing and Management
JF - Journal of Hospitality Marketing and Management
IS - 4
ER -