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Scientific paper - Preliminary note / Short communication
The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels
Ekonomska misao i praksa, 31 (2022), 1; 189-210. https://doi.org/10.17818/EMIP/2022/1.9
Perišić Prodan, Marina; Cerović, Marta; Ivančić, Ivana

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Perišić Prodan, M., Cerović, M. & Ivančić, I. (2022). The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels. Ekonomska misao i praksa, 31. (1), 189-210. doi: 10.17818/EMIP/2022/1.9

Perišić Prodan, Marina, et al. "The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels." Ekonomska misao i praksa, vol. 31, no. 1, 2022, pp. 189-210. https://doi.org/10.17818/EMIP/2022/1.9

Perišić Prodan, Marina, Marta Cerović and Ivana Ivančić. "The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels." Ekonomska misao i praksa 31, no. 1 (2022): 189-210. https://doi.org/10.17818/EMIP/2022/1.9

Perišić Prodan, M., Cerović, M. and Ivančić, I. (2022) 'The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels', Ekonomska misao i praksa, 31(1), pp. 189-210. doi: 10.17818/EMIP/2022/1.9

Perišić Prodan M, Cerović M, Ivančić I. The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels. Ekonomska misao i praksa [Internet]. 2022 [cited 2025 January 12];31(1):189-210. doi: 10.17818/EMIP/2022/1.9

M. Perišić Prodan, M. Cerović and I. Ivančić, "The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels", Ekonomska misao i praksa, vol. 31, no. 1, pp. 189-210, 2022. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:191:150893. [Accessed: 12 January 2025]

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Metadata
Title (english)The impact of relationship marketing on customer satisfaction and loyalty in luxury hotels
Title (croatian)Utjecaj marketinga odnosa na zadovoljstvo i lojalnost klijenata u luksuznim hotelima
AuthorMarina Perišić Prodan
AuthorMarta Cerović
AuthorIvana Ivančić
Author's institutionUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
The purpose of this paper is to determine the key dimensions of relationship marketing that influence customer satisfaction, as well as the impact of customer satisfaction on customer loyalty in a luxury hotel context. A survey was conducted on a convenience sample of 311 Croatian citizens who stayed in 5-star hotels in the year prior to the study. The research results show that not all dimensions of relationship marketing influence customer satisfaction. Competence, trust, and communication, as relationship marketing dimensions, have a statistically significant impact on customer satisfaction. The findings also suggest that customer satisfaction has a statistically significant influence on customer loyalty. This study contributes to the theory of relationship marketing. In addition, the obtained results have implications for hotel managers seeking to implement relationship marketing strategies to achieve customer satisfaction and loyalty.
Abstract (croatian)
Svrha ovog rada je utvrditi ključne dimenzije marketinga odnosa koje utječu na zadovoljstvo klijenata, kao i utjecaj zadovoljstva klijenata na njihovu lojalnost u kontekstu luksuznih hotela. Istraživanje je provedeno na prigodnom uzorku od 311 hrvatskih građana koji su boravili u hotelima s pet zvjezdica u godini prije provođenja istraživanja. Rezultati istraživanja pokazuju da sve dimenzije marketinga odnosa ne utječu na zadovoljstvo klijenata. Kompetencije, povjerenje i komunikacija, kao dimenzije marketinga odnosa, imaju statistički značajan utjecaj na zadovoljstvo klijenata. Rezultati istraživanja također sugeriraju da zadovoljstvo klijenata ima statistički značajan utjecaj na lojalnost klijenata. Ova studija pridonosi teoriji marketinga odnosa. Osim toga, dobiveni rezultati imaju implikacije za hotelski menadžment, koji želi implementirati strategije marketinga odnosa, a s ciljem postizanja zadovoljstva i lojalnosti klijenata.
Keywords (english)
Keywords (croatian)
Languageenglish
Languagecroatian
Publication typeScientific paper - Preliminary note / Short communication
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleEkonomska misao i praksa
Numberingvol. 31, no. 1, pp. 189-210
p-ISSN1330-1039
e-ISSN1848-963X
DOIhttps://doi.org/10.17818/EMIP/2022/1.9
URN:NBNurn:nbn:hr:191:150893
Publication2022
ProjectNumber: ZP UNIRI 9/18
Title (croatian): Smještajna ponuda u funkciji razvoja luksuznog turizma
Title (english): Accommodation offer in function of the development of luxury tourism
Leader: Marta Cerović
Jurisdiction: Croatia
Document URLhttps://hrcak.srce.hr/278692
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2025-01-09 15:30:23