Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value

Abstract

In the current era of growing competition and changing customer expectations within the hotel industry, managers are compelled to devise strategies of promoting customer satisfaction in order to attain a competitive advantage. This study investigated the mediation effect of relationship value in the relationship between relationship marketing practices and customer satisfaction in the hotel industry of Uganda. A quantitative survey design was adopted to investigate the envisaged linkage between the study variables from a relational perspective. The results of the study establish that relationship value significantly mediates the relationship between relationship marketing practices and customer satisfaction. In terms study limitations, the study focused on hotel customers in all the four regions of Uganda. The study results provide a reason for hotels to devote more resources towards relationship marketing practices in a bid to propel relationship value, which resonates customer satisfaction. The results of the study support the idea that improved relationship marketing practices through relationship value generate a sustainable psychological satisfaction not only for customers but also high market share for the organization. The study recommends to hotel managers to regularly consider the drivers of relationship marketing practices, which build a long-term relationship and bonds with customers to yield relationship value. As evidenced in this study, it is of great importance to develop relationship-marketing practices that increase relationship value, an aspect that is vital in boosting customer satisfaction. This article is an original piece of work with both empirical and theoretical value. Empirically, this work is the first of its kind aimed at investigating the mediation effect of relationship value between relationship marketing and customer satisfaction within the hospitality setting. Theoretically, the study extends the adaptability of the social exchange theory by expounding relationship marketing in enhancing customer satisfaction.

Multidimensional value of customers' mobile service experiences in the food service context

“…Ulaga (2003) described “relationship value” as referring to evaluations of the effectiveness and benefits of the relationship between service providers and consumers, which plays a significant role in affecting consumers' overall perceptions of services. In service marketing, where a relational exchange between service providers and customers is inevitable (Anderson and Narus, 1990; Kokkinou et al ., 2020; Muhumuza et al , 2021), relationship value is likely to be based on the achievement of a quality relationship between services and those customers (Dash et al ., 2006; Dorai et al , 2021). In the food delivery industry, consumers may use mobile commerce applications to place and manage orders.…”

“…In addition, the intangible relationship between the food delivery applications and customers may foster the latter's feeling of intimacy with the mobile commerce application. In turn, such intimacy is likely to facilitate a long-term relationship between the app and its users (Chopra et al , 2013; Muhumuza et al , 2021) that can improve customer retention. Therefore, investing in nurturing such relationships is worthwhile (Badenhorst-Weiss and Tolmay, 2016).…”