Relationship Marketing and Customer Loyalty: Evidence From the Ghanaian Luxury Hotel Industry

Abstract

The study reports the impact of relationship marketing on customer loyalty in the luxury and first-class hotel industry. A questionnaire derived from the literature review was completed by 300 customers of luxury and first-class hotels in Ghana. Descriptive statistics, exploratory factor analysis, and multiple regression were used to test the impact of six key relationship marketing practices, namely competence, commitment, conflict handling, trust, communication, and relational bonds on customer loyalty. The findings suggest that all six relationship-marketing practices have a significant and positive effect on customer loyalty in the hotel industry in Ghana. Apart from extending knowledge on relationship marketing practices into a domain without much empirical work, the study also provides hotel managers with practical ways of implementing relationship-marketing strategies for achieving customer loyalty in Ghana.