The Impact of Relationship Marketing Levels on Non-Financial Hotel Performance Case of Study:Four and Five-Star Shiraz Hotels

Abstract

In today’s competitive market it is usually not sufficient to only implement traditional marketing strategies. Relationship marketing is a new paradigm that is more customers focused in order to stand out from competitors and create sustainable competitive advantages. The application of relationship marketing in the hotel industry enables hotels to create customer satisfaction and thereby improve their performance. The aim of present research paper is to point out the impact of different levels of relationship marketing on non-financial performance based on 402 reviews of guests in four and five star hotels. In order to test the research hypothesis, Beta coefficient test was used. The research results have shown that relationship marketing levels positively affected the non-financial performance in hotels and the conceptual model has been accepted.