A Study of the Determinants of Effective Relationship Marketing Practices on Organisational Growth in the Medium Sized Hotel Industry of Pakistan

  • Umair Zahid University of the West of Scotland, UK
  • Rizwan Tariq University of the West of Scotland, UK
  • Nosheen Maqbool University of the West of Scotland, UK
  • Mudassar Hussain University of the West of Scotland, UK
  • Junaid Khan University of the West of Scotland, UK
  • Patrice Seuwou University of Northampton, UK
Keywords: Relationship Marketing (RM), Organisational Growth, Marketing Practices, Medium Sized Hotel Industry,Pakistan, Hotel Industry, Determinants of Relationship Marketing Practices.

Abstract

The current study evaluates the determinants of effective relationship marketing (RM) practices on the organisational growth in the medium sized hotel industry of Pakistan. To attain the information about the topic, Hotel Days Inn has been selected. The current study has used the quantitative research design for obtaining the desired information. The developed survey questionnaire was distributed among the 273 customers of the Hotel Days Inn. In the study, a series of non-parametric tests like Chi-square, Descriptive analysis, and Spearman Rank Correlation was performed for quantitative findings. With the help of such statistical findings, it was observed that most of the research variables were taken into consideration due to their positive relationship with the organisational growth. That is, the Spearman correlation value for the customer satisfaction and organisational growth was calculated as 0.968 explaining the strong relation between the research variables. The developed research also displays different determinants for RM practices that has a direct influence on the organisational growth of the medium sized hotel industry of Pakistan. The acquired results of research also help the researcher in developing recommendations. These recommendations were based on the targeting practices of the hotels for attracting the customers and hiring of the trained and skilled staff that can positively influence the organisational growth and improve the RM practices.

References

Abrate, G., & Viglia, G. (2016). Strategic and tactical price decisions in hotel revenue management. Tourism Management, 55, 123-132.

Armelini, G., & Villanueva, J. (2011). Adding social media to the marketing mix. IESE insight, 9(9), 29-36.

Bayraktar, E., Tatoglu, E., Turkyilmaz, A., Delen, D., & Zaim, S. (2012). Measuring the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA. Expert Systems with Applications, 39(1), 99-106.

Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. Taylor & Francis.

Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Taylor & Francis.

Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing. Taylor & Francis.

Coelho, P. S., & Henseler, J. (2012). Creating customer loyalty through service customization. European Journal of Marketing.

Creswell, J. W. (2002). Educational research: Planning, conducting, and evaluating quantitative (pp. 146-166). Upper Saddle River, NJ: Prentice Hall.

Dabholkar, P. A. (2015). How to improve perceived service quality by increasing customer participation. In Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 483-487). Springer, Cham.

Dar, M. S., Ahmed, S., & Raziq, A. (2017). Small and medium-size enterprises in Pakistan: Definition and critical issues. Pakistan Business Review, 19(1), 46-70.

Dominici, G., & Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International Journal of Marketing Studies, 2(2), 3-12.

Grissemann, U.S., & Stokburger-Sauer, N. E. (20120. Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.

Grönroos, C. (2017). Relationship marketing readiness: theoretical background and measurement directions. Journal of Services Marketing, 31(3), 218-225.

Gummerus, J., von Koskull, C., & Kowalkowski, C. (2017). Guest editorial: relationship marketing–past, present and future. Journal of Services Marketing, 31(1), 1-5.

Gummesson, E. (2011). Total relationship marketing. Routledge.

Gummesson, E. (2017). From relationship marketing to total relationship marketing and beyond. Journal of Services Marketing, 31(1), 16-19.

Hashim, I., Hashim, S., Yue bo, X., Ahmad, M., & Mobin, M. (2016). Empirical Analysis of Pakistan Hotel industry based on SWOT Model. Journal of Tourism, Hospitality and Sports, 19(1), 17-24.

Hoteldaysinn.com.pk. (2019). Hotel Days Inn Karachi| Pakistan | Page Array. Retrieved from https://www.hoteldaysinn.com.pk

Jones, G.R. (2010). Organisational theory, design, and change. Upper Saddle River: Pearson.

Kandampully, J., Zhang, T., & Bilgihan, A. (2015). Customer loyalty: a review and future directions with a special focus on the hospitality industry. International Journal of Contemporary Hospitality Management, 27(3), 379-414.

Kärnä, S. (2014). Analysing customer satisfaction and quality in construction–the case of public and private customers. Nordic journal of surveying and real estate research, 2.

Kaura, V., Durga Prasad, C.S., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404-422.

Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Lähteenmäki, L. (2013). Claiming health in food products. Food Quality and Preference, 27(2), 196-201.

Leeman, D., & Reynolds, D. (2012). Trust and outsourcing: Do perceptions of trust influence the retention of outsourcing providers in the hospitality industry? International Journal of Hospitality Management, 31(2), 601-608.

Mohammed, A. A., Rashid, B. B., & Tahir, S. B. (2017). Customer relationship management and hotel performance: the mediating influence of marketing capabilities—evidence from the Malaysian hotel industry. Information Technology and Tourism, 17(3), 335-361.

Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality, tourism, and leisure. Routledge.

Nicolau, J.L., & Santa-María, M.J., 2013. The effect of innovation on hotel market value. International Journal of Hospitality Management, 32, 71-79.

Oly Ndubisi, N., & Kok Wah, C. (2005). Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction. International journal of bank marketing, 23(7), 542-557.

Palmatier, R. W. (2008). Relationship marketing. Cambridge, Mass, Marketing Science Institute.

Ramaseshan, B., Wirtz, J., & Georgi, D. (2017). The enhanced loyalty drivers of customers acquired through referral reward programs. Journal of Service Management, 28(4), 687-706.

Rauch, D.A., Collins, M.D., Nale, R.D., & Barr, P.B. (2015). Measuring service quality in mid-scale hotels. International Journal of Contemporary Hospitality Management, 27(1), 87-106.

Raza, M.A., Siddiquei, A.N., Awan, H.M., & Bukhari, K. (2012). Relationship between service quality, perceived value, satisfaction and revisit intention in hotel industry. Interdisciplinary journal of contemporary research in business, 4(8), 788-805.

Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1298.

Segoro, W. (2013). The influence of perceived service quality, mooring factor, and relationship quality on customer satisfaction and loyalty. Procedia-Social and Behavioral Sciences, 81, 306-310.

Sheth, J. (2017). Revitalizing relationship marketing. Journal of Services Marketing, 31(1), 6-10.

Wang, X. L. (2012). Relationship or revenue: Potential management conflicts between customer relationship management and hotel revenue management. International Journal of Hospitality Management, 31(3), 864-874.

Weaver, D. B. (2014). Asymmetrical dialectics of sustainable tourism: Toward enlightened mass tourism. Journal of Travel Research, 53(2), 131-140.

Williams, A. (2006). Tourism and hospitality marketing: fantasy, feeling and fun. International Journal of Contemporary Hospitality Management, 18(6), 482-495.

Yen, C. H., Liu, L. L., Chen, C. Y., & Lee, T. Y. (2015). Customer relational benefits and relationship-marketing outcomes: comparing three transaction types of travel product. Asia Pacific Journal of Tourism Research, 20(2), 171-190.

Zhang, J.Z., Watson IV, G.F., Palmatier, R.W., & Dant, R.P. (2016). Dynamic relationship marketing. Journal of Marketing, 80(5), 53-75.
Published
2020-06-23
How to Cite
Zahid, U., Tariq, R., Maqbool, N., Hussain, M., Khan, J., & Seuwou, P. (2020). A Study of the Determinants of Effective Relationship Marketing Practices on Organisational Growth in the Medium Sized Hotel Industry of Pakistan. International Journal of Marketing Research Innovation, 4(1), 28-38. https://doi.org/10.46281/ijmri.v4i1.636
Section
Original Articles/Review Articles/Case Reports/Short Communications