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Yıl 2016, Cilt: 6 Sayı: 4, 1026 - 1033, 01.09.2016

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

Öz

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

Yıl 2016, Cilt: 6 Sayı: 4, 1026 - 1033, 01.09.2016

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

Öz

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.

Anahtar Kelimeler

Relationship marketing marketing effectiveness hotel industry Partial Least Squares

Toplam 0 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA34KU75TJ
Bölüm Araştırma Makalesi
Yazarlar

Mazuri Abd Ghani Bu kişi benim

Aida Othman Bu kişi benim

Nor Asmahani Ibrahim Bu kişi benim

Wan Zulqurnain Wan Ismail Bu kişi benim

Yayımlanma Tarihi 1 Eylül 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 6 Sayı: 4

Kaynak Göster

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. Eylül 2016;6(4):1026-1033.
Chicago Ghani, Mazuri Abd, Aida Othman, Nor Asmahani Ibrahim, ve 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, sy. 4 (Eylül 2016): 1026-33.
EndNote Ghani MA, Othman A, Ibrahim NA, Ismail WZW (01 Eylül 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, ve W. Z. W. Ismail, “Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry”, IRMM, c. 6, sy. 4, ss. 1026–1033, 2016.
ISNAD Ghani, Mazuri Abd vd. “Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry”. International Review of Management and Marketing 6/4 (Eylül 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 vd. “Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry”. International Review of Management and Marketing, c. 6, sy. 4, 2016, ss. 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.