Understanding the dimensions of customer relationships in the hotel and restaurant industries |
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| Institution: | 1. School of Tourism, Hanyang University, 17 Haengdang-dong, Seongdonggu, Seoul 133-791, Republic of Korea;2. Department of Hospitality and Tourism Management, Virginia Tech, Blacksburg, VA 24061, United States;1. School of Tourism Management, Sun Yat-sen University, 135, Xingang West Road, Guangzhou, 510275, PR China;2. Management School, Jinan University, 601 Huangpu Avenue West, Tianhe District, Guangzhou, 510632, PR China;3. Graduate Institute of Sports and Health Management, National Chung Hsing University, 145 Xingda Rd., South Dist., Taichung City, 40227, Taiwan;1. Lingnan College, Sun Yat-sen University, West Xingang Rd. 135, Guangzhou, China;2. Sun Yat-sen University, West Xingang Rd. 135, Guangzhou, China;1. Hospitality Management Department, Pennsylvania State University, USA;2. Pennsylvania State University School of Hospitality Management,USA;1. School of Hospitality Management, The Pennsylvania State University, 201 Mateer Building, University Park, State College, PA 16802, United States;2. School of Hospitality Management, The Pennsylvania State University, 224 Mateer Building, University Park, State College, PA 16802, United States;1. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4114, Tallahassee, FL 32306, United States;2. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4116, Tallahassee, FL 32306, United States |
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| Abstract: | The purposes of this research were, first, to examine the dimensionality of hospitality customer relationships and, second, to develop a multi-dimensional customer relationship scale validated with both antecedent measures of marketing effectiveness and effect measures of financial performance. While hospitality marketing research has frequently focused on the relationships between various marketing actions and different dimensions of customer relationships, there is a lack of research examining customer relationships as a multi-dimensional construct. For both the hotel and restaurant industries, scale development procedures with confirmatory factor analyses were used to identify the dimensions of customer relationships: engagement, motivation, commitment, cross-buying, word of mouth, and defection. The nomological validity of these dimensions was tested using the antecedent of service quality and the effect of customer lifetime financial value. The paper concludes by articulating, first, the theoretical and practical applications of the proposed scale and, second, an agenda for future research. |
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| Keywords: | Customer relationships Relationship marketing Hospitality marketing strategy Customer lifetime financial value |
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