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: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2016-10-01
|
| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/2950 |
| _version_ | 1797908200024965120 |
|---|---|
| author | Mazuri Abd Ghani Aida Othman Nor Asmahani Ibrahim Wan Zulqurnain Wan Ismail |
| author_facet | Mazuri Abd Ghani Aida Othman Nor Asmahani Ibrahim Wan Zulqurnain Wan Ismail |
| author_sort | Mazuri Abd Ghani |
| collection | DOAJ |
| description |
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 distributed to middle level managers of three-to five star-rated hotels in the East Coast of Peninsular Malaysia. A Partial Least Squares (PLS) approach was used to analyze the data and test the hypotheses. The results of the measurement model confirm that the six dimensions of relationship marketing possess are an adequate reliability and have internal consistency as well as convergent validity. The results of structural model show that among key components of relationship marketing, trust, bonding and shared value have positive influences on marketing effectiveness, while communication, empathy and reciprocity do not. The findings of this study provided insights to hoteliers with regard to the importance of deploying and implementing relationship marketing practices as an effort to improve marketing effectiveness performance in the hospitality sector.
Keywords: Relationship marketing, marketing effectiveness, hotel industry, Partial Least Squares
JEL Classification: M31
|
| first_indexed | 2024-04-10T10:48:55Z |
| format | Article |
| id | doaj.art-73a04dea2b154e47ac37c6fa13c37642 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T10:48:55Z |
| publishDate | 2016-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-73a04dea2b154e47ac37c6fa13c376422023-02-15T16:20:12ZengEconJournalsInternational Review of Management and Marketing2146-44052016-10-0164Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel IndustryMazuri Abd Ghani0Aida Othman1Nor Asmahani Ibrahim2Wan Zulqurnain Wan Ismail3Universiti Sultan Zainal Abidin TerengganuFaculty of Economics and Management Sciences Universiti Sultan Zainal Abidin Kuala TerengganuFaculty of Economics and Management Sciences Universiti Sultan Zainal Abidin Kuala TerengganuFaculty of Economics and Management Sciences Universiti Sultan Zainal Abidin Kuala Terengganu 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 distributed to middle level managers of three-to five star-rated hotels in the East Coast of Peninsular Malaysia. A Partial Least Squares (PLS) approach was used to analyze the data and test the hypotheses. The results of the measurement model confirm that the six dimensions of relationship marketing possess are an adequate reliability and have internal consistency as well as convergent validity. The results of structural model show that among key components of relationship marketing, trust, bonding and shared value have positive influences on marketing effectiveness, while communication, empathy and reciprocity do not. The findings of this study provided insights to hoteliers with regard to the importance of deploying and implementing relationship marketing practices as an effort to improve marketing effectiveness performance in the hospitality sector. Keywords: Relationship marketing, marketing effectiveness, hotel industry, Partial Least Squares JEL Classification: M31 http://mail.econjournals.com/index.php/irmm/article/view/2950 |
| spellingShingle | Mazuri Abd Ghani Aida Othman Nor Asmahani Ibrahim Wan Zulqurnain Wan Ismail Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry International Review of Management and Marketing |
| title | Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry |
| title_full | Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry |
| title_fullStr | Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry |
| title_full_unstemmed | Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry |
| title_short | Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry |
| title_sort | relationship marketing practices and effects on marketing effectiveness an empirical insight from the hotel industry |
| url | http://mail.econjournals.com/index.php/irmm/article/view/2950 |
| work_keys_str_mv | AT mazuriabdghani relationshipmarketingpracticesandeffectsonmarketingeffectivenessanempiricalinsightfromthehotelindustry AT aidaothman relationshipmarketingpracticesandeffectsonmarketingeffectivenessanempiricalinsightfromthehotelindustry AT norasmahaniibrahim relationshipmarketingpracticesandeffectsonmarketingeffectivenessanempiricalinsightfromthehotelindustry AT wanzulqurnainwanismail relationshipmarketingpracticesandeffectsonmarketingeffectivenessanempiricalinsightfromthehotelindustry |