Relationship Marketing Model: The Effect of Emotion on Relationship Between Hoteliers and Customers of Five Star Hotels in Bangladesh

• Published in: International journal of customer relationship marketing and management 2018-04, Vol.9 (2), p.16-32
• Main Author: Sarwari, Sara
• Format: Article
• Language: English
• Subjects: Bangladesh; Brand loyalty; Consumer behavior; Customer loyalty; Customer relations; Customer relationship management; Hospitality industry; Hotels & motels; Hotels and motels; Marketing; Profitability; Relationship marketing; Surveys
• ISSN: 1947-9247; 1947-9255
• DOI: 10.4018/IJCRMM.2018040102

To keep the customer loyal, today relationship marketing gets more and more attention in hospitality industry especially in the hotel business. This article develops a model of relationship marketing to empirically investigate: (1) the effect of emotions on relationship quality; and (2) and the effect of both relationship quality and emotions on customer loyalty. Here empirical findings are derived from a survey of 284 loyal guests at five-star hotels in Bangladesh by using structural equation modeling (AMOS 21.0). The findings of this article provide strong evidence of the relationship between emotions and relationship quality, which in turn are necessary determinants of customer loyalty. Findings imply that increase of the positive emotions of customers will increase the relationship quality between the hoteliers and the customers, which ultimately introduce more loyal customers in the five-star hotels in Bangladesh and make the hotels pursuit more competitive advantage, and long-term profit.