Influence of Relationship Marketing Underpinnings on Egyptian Hotel Customer's Satisfaction and Loyalty

Authors

Ahmed I. Ghoneim, Cairo University
Amira S. Ahmed, Suez Canal University

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date

2014

Abstract

This study seeks to examine relationship marketing as influenced by service provider's attributes and resulting in customer's satisfaction and loyalty within the Egyptian hotel industry. A conceptual model linking service provider's attributes to relationship marketing underpinnings and the latter to relational outcomes defined as customer's satisfaction and loyalty, was tested using structural equation modeling (SEM) on a sample of 279 hotel customers in Sharm El-Sheikh, Egypt. The results showed that service provider's competency significantly influences relationship marketing underpinnings. On the other hand, the influence of service provider's appearance on customer's perception of commitment and conflict is not supported. Further, relationship marketing underpinnings significantly influence customer's satisfaction. Finally, customer's satisfaction significantly influences their loyalty towards the hotel.

About the Authors

Dr. Ahmed I. Ghoneim Professor of Marketing Cairo University, Egypt

Amira S. Ahmed Assistant Lecturer Suez Canal University, Egypt

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Recommended Citation

Ghoneim, Ahmed I. and Ahmed, Amira S., "Influence of Relationship Marketing Underpinnings on Egyptian Hotel Customer's Satisfaction and Loyalty" (2014). Association of Marketing Theory and Practice Proceedings 2014. 34.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/34