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Year 2016, Volume: 6 Issue: 4, 1026 - 1033, 01.09.2016

Mazuri Abd Ghani Aida Othman Nor Asmahani Ibrahim Wan Zulqurnain Wan Ismail

Abstract

Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry

Year 2016, Volume: 6 Issue: 4, 1026 - 1033, 01.09.2016

Mazuri Abd Ghani Aida Othman Nor Asmahani Ibrahim Wan Zulqurnain Wan Ismail

Abstract

This study aims to investigate the effect of relationship marketing components (trust, bonding, shared values, communication, empathy and reciprocity) on marketing effectiveness in Malaysian star-rated hotels. The data are based on findings gathered from 65 self-administered questionnaires distributed to middle level managers of three-to five star-rated hotels in the East Coast of Peninsular Malaysia. A Partial Least Squares (PLS) approach was used to analyze the data and test the hypotheses. The results of the measurement model confirm that the six dimensions of relationship marketing possess are an adequate reliability and have internal consistency as well as convergent validity. The results of structural model show that among key components of relationship marketing, trust, bonding and shared value have positive influences on marketing effectiveness, while communication, empathy and reciprocity do not. The findings of this study provided insights to hoteliers with regard to the importance of deploying and implementing relationship marketing practices as an effort to improve marketing effectiveness performance in the hospitality sector.

Keywords

Relationship marketing marketing effectiveness hotel industry Partial Least Squares

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Details

Other ID JA34KU75TJ
Journal Section Research Article
Authors

Mazuri Abd Ghani This is me

Aida Othman This is me

Nor Asmahani Ibrahim This is me

Wan Zulqurnain Wan Ismail This is me

Publication Date September 1, 2016
Published in Issue Year 2016 Volume: 6 Issue: 4

Cite

APA Ghani, M. A., Othman, A., Ibrahim, N. A., Ismail, W. Z. W. (2016). Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry. International Review of Management and Marketing, 6(4), 1026-1033.
AMA Ghani MA, Othman A, Ibrahim NA, Ismail WZW. Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry. IRMM. September 2016;6(4):1026-1033.
Chicago Ghani, Mazuri Abd, Aida Othman, Nor Asmahani Ibrahim, and Wan Zulqurnain Wan Ismail. “Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry”. International Review of Management and Marketing 6, no. 4 (September 2016): 1026-33.
EndNote Ghani MA, Othman A, Ibrahim NA, Ismail WZW (September 1, 2016) Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry. International Review of Management and Marketing 6 4 1026–1033.
IEEE M. A. Ghani, A. Othman, N. A. Ibrahim, and W. Z. W. Ismail, “Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry”, IRMM, vol. 6, no. 4, pp. 1026–1033, 2016.
ISNAD Ghani, Mazuri Abd et al. “Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry”. International Review of Management and Marketing 6/4 (September 2016), 1026-1033.
JAMA Ghani MA, Othman A, Ibrahim NA, Ismail WZW. Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry. IRMM. 2016;6:1026–1033.
MLA Ghani, Mazuri Abd et al. “Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry”. International Review of Management and Marketing, vol. 6, no. 4, 2016, pp. 1026-33.
Vancouver Ghani MA, Othman A, Ibrahim NA, Ismail WZW. Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry. IRMM. 2016;6(4):1026-33.