Customer relations is an important dimension of managing heritage hotels because the visitors expect not only a good ambiance at such a hotel but also gracious hospitality and good human relationships. This paper examines the dimensions of customer relationships in the heritage hotel industry in Amman. The research employs a hypothetical deductive research model, which involves the operational definitions of the study's independent and dependent variables, and the research hypotheses. Its hypotheses were examined through the utilization of multiple regression analysis. It investigates the effect of customer connections on customer acquisition, retention, growth, and trust, using a 5-point Likert scale, with numbers ranging from strongly disagree =1 to strongly agree =5. It also measured reliability and validity, with descriptive analysis used to characterize the characteristics of the sample and the responses to the questionnaire. The hypothesis was tested using multiple regression analysis. The paper concludes that the existing body of knowledge provides valuable insights for managers in this sector to effectively execute customer relationship management strategies that align with the specific needs of the Jordanian market. This, in turn, can lead to the development of stronger customer loyalty.
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