Abstract:This study explores insights on the effect of relationship marketing orientation (RMO) implementation in the hotel industry when competitive pressures compel hotels to trade off longer-term gains from relational strategies for transactional profit measures aligned to a cost-orientation (CO) implementation. When relational practices succumb to price/cost-based competitive pressures, a focus on cost cutting moderates the importance afforded by business to service quality and customer satisfaction. Developing the… Show more
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