The Effects of Relationship Marketing Orientation on Business Performance in the Hotel Industry

Leo Y.M. Sin · Alan C. B. Tse · Haksin Chan · Vincent C. S. Heung · Frederick Hong‐kit Yim

86 citations0/0 files storedJournal of Hospitality & Tourism Research

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Corporate Governance and Management

Abstract

The purpose of this study was to investigate the link between relationship marketing orientation and business performance in the hotel industry. Data were generated from 63 hotels in Hong Kong. The findings indicate that relationship marketing orientation was positively and significantly associated with marketing performance and financial performance of a hotel. Implications of the findings are discussed, and limitations of the study as well as further research directions are addressed.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1986Self-Reports in Organizational Research: Problems and Prospects 1979A Paradigm for Developing Better Measures of Marketing Constructs 1977Estimating Nonresponse Bias in Mail Surveys 1990The Effect of a Market Orientation on Business Profitability 1993Market Orientation: Antecedents and Consequences 1990A Model of Distributor Firm and Manufacturer Firm Working Partnerships 1977Marketing Research: Methodological Foundations

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