This study explores what kinds of relationship marketing activities affect relationship quality between customer-contact employees and hotel guests. In addition, this study investigates whether relationship quality influences relationship consequences such as commitment, repeat purchase, and word of mouth. This study will help hotel managers design guidelines for efficient relationship marketing activities. The effective use of relationship marketing strategies can increase repeat guests and positive word of mouth. To analyze data collected from 27 luxury hotels in Seoul, South Korea, structural equation modeling was used to discover a causal relationship. The empirical results of this study are twofold: Greater guest confidence and communication result in higher relationship quality, and higher relationship quality results in greater guest commitment and more repeat purchase and positive word of mouth.
Points out that the aging population has captured the attention of marketers, but that many companies are still uncertain as to whether they should, or how they should, go about marketing to the mature market. Highlights some of the key issues marketers are confronted with and discusses reasons for implementation of certain strategies. Concludes that, for marketing strategies to be effective, they should take into consideration the heterogeneity of the mature market and the specific product or service being marketed. Uses the results of recent studies to illustrate how such target product‐specific strategies can be developed.
Three types of variable have been used to explain brand preference changes: consumer characteristics, marketing mix factors and situational influences. The study presented in this paper focuses on the relationship between life events experienced by individuals, resultant stress and lifestyle changes and changes in brand preferences. Based on theory and past research, a model is proposed and tested. The data support the notion that brand preference changes may be viewed as the outcome of adjustments to new life conditions and changes in consumption lifestyles that reflect consumer efforts to cope with stressful life changes. Implications for consumer research are also discussed.
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