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Hospitality Administration and Management
Relationship marketing -- Hospitality industry | Customer services -- Hospitality industry | Customer relations -- Hospitality industry
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An Evaluation Of Relationship Marketing And Customer Retention Practices In The Hotel Industry, Lisa Kenny
An Evaluation Of Relationship Marketing And Customer Retention Practices In The Hotel Industry, Lisa Kenny
Theses
Customer relationships have received considerable attention from both academics and practitioners. It is accepted that relationship marketing is keeping, not just getting customers, (Berry, 1983). However, it has been criticised that firms frequently focus on attracting customers (the “first act”) but then pay little attention to what they should do to keep them (the “second act”) (Berry and Parasuraman, 1991). It has been demonstrated that it is far less expensive to retain a customer than to acquire a new one. The increasing emphasis of relationship marketing is based on the assumptions that building committed customer relationships results in guest satisfaction, …