Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry
This study aims to investigate the effect of relationship marketing components (trust, bonding, shared values, communication, empathy and reciprocity) on marketing effectiveness in Malaysian star-rated hotels. The data are based on findings gathered from 65 self-administered questionnaires distribu...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2016-10-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/2950 |