The Effects of Relationship Marketing Orientation on Business Performance in the Hotel Industry

The purpose of this study was to investigate the link between relationship marketing orientation and business performance in the hotel industry. Data were generated from 63 hotels in Hong Kong. The findings indicate that relationship marketing orientation was positively and significantly associated...

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Bibliographic Details
Published in:Journal of hospitality & tourism research (Washington, D.C.) D.C.), 2006-11, Vol.30 (4), p.407-426
Main Authors: Sin, Leo Y. M., Tse, Alan C. B., Chan, Haksin, Heung, Vincent C. S., Yim, Frederick H. K.
Format: Article
Language:English
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Summary:The purpose of this study was to investigate the link between relationship marketing orientation and business performance in the hotel industry. Data were generated from 63 hotels in Hong Kong. The findings indicate that relationship marketing orientation was positively and significantly associated with marketing performance and financial performance of a hotel. Implications of the findings are discussed, and limitations of the study as well as further research directions are addressed.
ISSN:1096-3480
1557-7554
DOI:10.1177/1096348006287863