Hospitality marketing research: Recent trends and future directions

Internal market orientation: An empirical research in hotel sector

“…Drawing upon the findings of authors such as Kandasamy and Ancheri (2009), Line and Runyan (2012) argue that the growth of research in the field of IM "indicates an increased belief that internal issues of employee satisfaction and quality of work life…”

“…Indeed, the climate of service is particularly important in the hotel industry, a good example of this being the Ritz-Carlton hotel chain, which is renowned for its unique internal service culture and superior levels of customer service that result in engaged, committed and proud employees, a fiercely loyal customer base, and sustained financial returns (Michelli, 2008;Solnet&Kandampully, 2008). Further evidence of the importance of internal marketing comes from a study by Line and Runyan (2012), who conducted a topical analysis of four top hospitality journals from 2008 to 2010. They found that 47 papers (17.2%) were related to internal marketing and 35 of these concerned employee behavior/satisfaction.…”

“…Indeed, Line and Runyan (2012) note that IM appears to be one of the fastest growing topical areas in hospitality marketing research from 2008 to 2010. This is of interest since Bowen et al (1988) had previously pointed to a lack of empirically-based studies that address internal marketing, and they called for greater efforts to be made in this regard.…”

Review of Brand Loyalty Literature: 2001 – 2015

“…Content analysis is a systematic technique for compressing words of text into fewer content categories on the basis of on explicit rules of coding (Weber, 1990; Krippendorff 2012) [167][76]. This study also followed procedures similar to those taken by different review studies in marketing literature (Ngai ve [29]; and Line and Runyan 2012) [98]. With this aim, this study searched the following online journal databases to provide a comprehensive bibliography of brand loyalty studies: • Taylor and Francis • JSTOR…”

Customer Relationship Management (CRM) Technology and Organization Performance: Is Marketing Capability a Missing Link? An Empirical Study in the Malaysian Hotel Industry

“…Therefore, CRM is bound to constantly receive attention for future research in hospitality industry. Specifically, it was contended that there is research opportunity regarding hospitality industry, and thus scholars can contribute to theory development in that direction (Yoo, Lee & Bai, 2011;Line & Runyan, 2012).…”