Study of the impact of relational benefits and relationship marketing on purchase intention in the lodging industry

Abstract

Scope and Method of Study: The purpose of the study was to examine the impact of relational benefits and relationship marketing on purchase intention in the lodging industry. This study suggested that relational benefits be significant antecedents to increase customer satisfaction and corporate reputation, which, as a result, influence customer commitment and purchase intention. The target population of the study was all the business travelers in the U.S. listed in a public available database purchased. A convenience sampling was utilized to draw samples. An online survey was conducted to collect data. Confirmatory factor analysis and structural equation modeling were used to analyze the data.

Findings and Conclusions: This study demonstrated that corporate reputation is significantly influenced by customer satisfaction. As expected, confidence benefits had positive impact on customer satisfaction. The sense of reduced anxiety, trustworthiness of the service provider, and knowing what to expect from the service provider will help to grant an ongoing customers' satisfaction from previous experience. Although social benefits and special treatment benefits were not significant, service provider should not ignore these two dimensions. Hotel employees should deliver the highest standard of the services to all customers. This will enhance their customer evaluation on the overall service quality provided by the hotel. The result of this study also revealed that trust positive influence customer identification and commitment. The reputation of the company is very important in the lodging industry; it takes years to create a good reputation but a second to destroy it. To all employees at different levels; in order to build the good image, everyone in the company has to work together to achieve it. Managers should help in delivering the vision to everyone in the company. Committed customers are willingly to engage in the relationship. Due to their willingness to commit into the relationship, they are more loyal to the service provider, and generate more purchase in the future.