The Implementation Level of Relationship Marketing Strategies in North Upper Egypt Hotels

Document Type : Original Article

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Faculty of Tourism and Hotels, Minia University

Abstract

This research aims to determine the implementation level of relationship marketing strategies in north upper Egypt hotels in the cities of Fayoum, Beni Suef, Minia, and Assiut. Random cluster samples include 517 questionnaires were distributed to customers of North Upper Egypt hotels. The results revealed that the average of the implementation level of relationship marketing is high equivalent to 81.2% (4.06 out of 5), and the standard deviation is 0.171. In addition, most customers (96.3 %) stated that there is continuous communication with the hotel, about 95 % of them evaluated the relationship marketing as a successful strategy, and customer motivations in dealing with hotels are special treatment, quality of service, confidence, appropriate prices, proximity to the site, speed of service, diversity of services and global reputation, respectively. Moreover, the level of hotel performance ranges from high to very high, in terms of the level of relationship satisfaction (81.2%), the level of customer loyalty (82%), the level of service quality (80.9%), the level of accommodation quality (73.2%), and the level of food and beverage quality (80.6%). Finally, there is a significant correlation between the level of relationship marketing and the variables of confidence (0.402), loyalty (0.371), interaction (0.398), commitment (0.365), connections (0.352), special treatment (0.347), social transactions (0.346) and satisfaction (0.332). In conclusion, the results of this research are an essential step for hospitality managers to develop effective strategies of relationship marketing in north upper Egypt hotels.

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