![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextgreen.png)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextred.png)
![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextgreen.png)
![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltext_open_medium.gif)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextred.png)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltext_restricted_medium.gif)
Towards a Model of Relationship Development for Hospitality Practice.
Subscribe/Renew Journal
An emphasis on customer loyalty within the service sector has led to the development of the relationship marketing paradigm. Whilst relationships between buyers and sellers are complex, there are multiple models proffered by academics that contribute to an understanding of the determinants of relationship development. This article reviews previous studies explaining how developing customer loyalty was initially linked to customer satisfaction, but is now firmly focussed on developing relationships with customers. Through an examination of a series of relationship development models, the article identifies the antecedents of relationship development and discusses each in terms of its suitability for hospitality provision. It has been found that the Key Mediating Variable (KMV) model is the most appropriate model for a hospitality context, subject to the addition of a minor modification to reflect the importance of advocacy or positive word of mouth communication. The authors present a modified model of relationship development that is appropriate for the development of customer loyalty within the hospitality sector. This will assist academics and hospitality operators to understand the manner in which relationships are developed and how best to treat guests in order to achieve repeat business and to facilitate positive word of mouth communication.
Keywords
Customer Satisfaction, Customer Loyalty, Relationship Development, Hospitality Provision, Positive Word of Mouth Communication, Shared Values, Key Mediating Variable Model
Subscription
Login to verify subscription
User
Font Size
Information
- Anderson, E. and Weitz, B. (1989), "Determinants of continuity in conventionalindustrial channel dyads", Marketing Science, Vol. 8 No. 4, pp. 310-23.
- Anderson, J.C. and Narus, J.A. (1990), "A model of distributor firm and manufacturer firm working partnerships", Journal of Marketing, Vol. 54 No. 1, pp. 42-58.
- Anderson, R.E. (1973), "Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance", Journal of Marketing Research, Vol. 10 No. 1, pp. 38-44.
- Berman, B. (2005), “How to delight your customers”, California Management Review, Vol. 48 No. 1, pp. 129-51.
- Berry, L.L. (1983), "Relationship marketing", in L.L. Berry, G.L. Shostack and G.D. Upah (eds.), Emerging Perspectives on Service Marketing, American Marketing Association, Chicago, IL, pp. 25-28.
- Bloemer, J. and Ruyter, K.D. (1999), "Customer loyalty in high and low involvement service settings: The moderating impact of positive emotions", Journal of Marketing Management, Vol. 15 No. 4, pp. 315-30.
- Bove, L.L. and Johnson, L.W. (2000), “Acustomer-service worker relationship model”, International Journal of Service Industry Management, Vol. 11 No. 5, pp. 491-511.
- Bowen, J.T. and Chen, S.-L. (2001), “The relationship between customer loyalty and customer satisfaction”, International Journal of Contemporary Hospitality Management, Vol. 13 No. 5, pp. 213-7.
- Bowen, J.T. and Shoemaker, S. (2003), “Loyalty:A strategic commitment”, Cornell Hotel and Restaurant Administration Quarterly, Vol. 44 No. 5/6, pp. 31-46.
- Caceres, R.C. and Paparoidamis, N.G. (2007), “Service quality, relationship satisfactions, trust, commitment and business-to-business loyalty”, European Journal of Marketing, Vol. 41 No. 7/8, pp. 836-67.
- Cardozo, R.N. (1965), “An experimental study ofcustomer effort, expectation, and satisfaction”, Journal of Marketing Research, Vol. 2 (August), pp. 244-9.
- Chiou, J.-S. and Shen, C.-C. (2006), “The effects of satisfaction, opportunism, and asset specificity on consumers' loyalty intention toward internet portal sites”, International Journal of ServiceIndustry Management, Vol. 17 No. 1, pp. 7-22.
- Chu, S.-Y. and Fang, W.-C. (2006), “Exploring the relationships of trust and commitment in supply chain management “, Journal of American Academy of Business, Vol. 9 No. 1, pp. 224-8.
- Conway, T. and Swift, J. (2000), “International relationship marketing”, European Journal of Marketing, Vol. 34 No. 11/12, pp. 1391-413.
- Cote, J. and Latham, C. (2003), “Hidden costs in the physician-insurer relationship”, Journal of Health Care Finance, Vol. 30 No. 2, pp. 30-6.
- Coulter, K.S. and Coulter, R.A. (2002), “Determinants of trust in a service provider:The moderating role of length of relationship”, Journal of Service Marketing, Vol. 16 No. 1, pp. 35-50.
- Crosby, L.A., Evans, K.A. and Cowles, D. (1990), “Relationship quality in services selling: An interpersonal influence perspective”, Journal of Marketing, Vol. 54 (July)No. 3, pp. 68-81.
- Cushner, K. and Brislin, R.W. (1996), Intercultural interactions: A practical guide, 2nd edn, Cross-cultural research and methodology series; Vol. 9, Sage, Thousand Oaks.
- Dick, A.S. and Basu, K. (1994), “Customer loyalty: Toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.
- Doney, P.M. and Cannon, J.P. (1997), “An examination of the nature of trust in buyerseller relationships”, Journal of Marketing, Vol. 61, pp. 35-51.
- Fornell, C. (1992), “A national customer satisfaction barometer: The Swedish experience”, Journal of Marketing, Vol. 56 No. 1, pp. 6-21.
- Friman, M., Garling, T., Millet, B., Mattsson, J. and Johnston, R. (2002), “An analysis of international business-to-business relationships based on the commitment -trust theory”, Industrial Marketing Management, Vol. 31 No. 5, pp. 403-9.
- Fullerton, G. (2005), “The impact of brand commitment on loyalty to retail service brands”, Canadian Journal of Administrative Sciences, Vol. 22 No. 2, pp. 97-110.
- Fyall, A and Spyriadis, A. 2003, ‘Collaborating for Growth: The international hotel industry’, Journal of Hospitality and Tourism Management, Vol10, No.2, pp.108-124.
- Garbarino, E. and Johnson, M.S. (1999), “The different roles of satisfaction, trust, and commitment in customer relationships”, Journal of Marketing, Vol. 63, pp. 70-87.
- Gounaris, S.P. (2005), “Trust and commitmentinfluences on customer retention: Insights from business-to-business services”, Journal of Business Research, Vol. 58, pp. 126-40.
- Gronroos, C. (1994), “From marketing mix to relationship marketing: Towards a paradigm shift in marketing”, Management Decision, Vol. 32 No. 2, pp. 4-20.
- Gutiérrez, S.S., Cillán, J.G. and Izquierdo, C.C. (2004), “The consumer's relationalcommitment: Main dimensions and antecedents”, Journal of Retailing and Consumer Services, Vol. 11 No. 6, pp. 351-67.
- Gwinner, K.P., Gremler, D.D. and Bitner, M.J. (1998), “Relational benefits in services industries: The customer's perspective”, Journal of the Academy of Marketing Science, Vol. 26 No. 2, pp. 101-14.
- Hardy, K.G. and Magrath, A.J. (1989), “Dealing with cheating in distribution”, European Journal of Marketing, Vol. 23 No. 2, pp. 123-9. Heath, E. 2003, Towards a Model to enhance Destination Competitiveness: As southern African Perspective, Journal of Hospitality and Tourism Management, Vol10, No.2, pp.124-141.
- Jackson, B.B. (1985), Winning and keeping industrial customer: The dynamics of customer relationships, Harvard Business Review, Health and Company, MA:D.C.
- Johnson, D. and Grayson, K. (2005), “Cognitive and affective trust in service relationships”, Journal of Business Research, Vol. 58, pp. 500-7.
- Jones, M.A., Mothersbaugh, D.L. and Beatty, S.E.(2000), “Switching barriers and repurchase intentions in services”, Journal of Retailing, Vol. 76 No. 2, pp. 259-74.
- Jones, T.O. and Sasser, W.E. (1995), “Why satisfied customers defect”, Harvard Business Review, Vol. 73 No. 6, pp. 88-99.
- Klemperer, P. (1987), “The competitiveness of markets with switching costs”, RAND Journal of Economics, Vol. 18 No. 1, pp. 138-50.
- Kotler, P. (1999), Marketing for hospitality and tourism, 2nd edn, Prentice Hall, Upper Saddle River, N.J.
- Larzeiere, R.E. and Huston, T.L. (1980), “The dyadic trust scale: Toward understanding interpersonal trust in close relationships”, Journal of Marriage and the Family, August, pp. 595-604.
- Lee, J., Lee, J. and Feick, L. (2001), “The impact of switching costs on the customer satisfactionloyalty link: mobile phone service in France”, Journal of Services Marketing, Vol. 15 No. 1,pp. 35-48.
- Leik, R.K. and Leik, S.A. (1977), “Transition to interpersonal commitment”, Behavioral Theory in Sociology, pp. 299-322.
- Li, D., Browne, G.J. and Wetherbe, J.C. (2006), “Why do internet users stick with a specific web site? A relationship perspective”, International Journal of Electronic Commerce, Vol. 10 No. 4, pp. 105-41.
- MacMillan, K., Money, K., Money, A. and Downing, S. (2005), “Relationship marketing in the not-for-profit sector: an extension and application of the commitment-trust theory”, Journal of Business Research, Vol. 58 No. 6,pp. 806-18.
- Mohr, J. and Nevin, J. (1990), “Communicationstrategies in marketing channels: A theoretical perspective”, Journal of Marketing, October, pp. 36-51.
- Moorman, C., Zaltman, G. and Deshpande, R. (1992), “Relationships between providers and users of market research”, Journal of Marketing Research, Vol. 29 No. 3, pp. 314-28.
- Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No. 3, pp. 20-38.
- Mukherjee, A. and Nath, P. (2003), “A model of trust in online relationship banking”, International Journal of Bank Marketing, Vol. 21 No. 1, pp. 5-15.
- Oliver, R.L. and Rust, R.T. (1997), “Customer Delight: Foundations, Findings, and Managerial Insight”, Journal of Retailing, Vol. 73 No. 3, pp. 311-36.
- O’Mahony, B. 2006, ‘The Challenge for Food and Beverage Delivery’ The Hospitality Review (non-refereed journal) Vol. 8, No. 4, October 2006, pp. 11–14.
- Parasuraman, A. (1991), Marketing research, 2nd edn, Addison-Wesley Pub. Co., Reading, Mass.
- Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49
- (Fall) No. 4, pp. 41-50.---- (1988), “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64 No. 1, pp. 12-40.
- Patterson, K. (1997), “Delighted clients are loyal clients”, Rough Notes, Vol. 140 No. 3, pp. 221-34.
- Patterson, P.G. and Smith, T. (2001), “Relationshipbenefits in service industries: a replication in a Southeast Asian context”, Journal of Services Marketing, Vol. 15 No. 6/7, pp. 425-43.
- ---- (2003), “A cross-cultural study of switching barriers and propensity to stay with service providers”, Journal of Retailing, Vol. 79 No. 2, pp. 107-20.
- Ping, R.A. (1993), “The Effects of Satisfaction andStructural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect”, Journal of Retailing, Vol. 69 No. 3, pp. 320-52.
- Reichheld, F. and Detrick, C. (2003), “Loyalty: A prescription for cutting costs”, Marketing Management, Vol. 12 No. 5, pp. 24-5.
- Reichheld, F.F. (1993), “Loyalty-based management”, Harvard Business Review, Vol. 71 No. 2, pp. 64-73.
- Reichheld, F.F. and Sasser, W.E. (1990), “Zero defections: Quality comes to services”, Harvard Business Review, Vol. 68 No. 5, pp. 105-11.
- Reichheld, F.F. and Teal, T.A. (1996), Loyalty effect: The hidden force behind growth, profits, and lasting value, Harvard Business School Press Books.
- Reichheld, F.F. and Schefter, P. (2000), “ELoyalty”, Harvard Business Review, Vol. 78 No. 4, pp. 105-13.
- Sanzo, M.J., Santos, M.L., Vazquez, R. and Alvarez, L.I. (2003), “The roles of market orientation in business dyadic relationships: Testing an integrator model”, Journal of Marketing Management, Vol. 19, pp. 73-107.
- Schurr, P.H. and Ozanne, J.L. (1985), “Influences on exchange processes: Buyers' preconceptions of a seller's trustworthiness and bargaining toughness”, Journal of Consumer Research, Vol. 11 No. 4, pp. 939-53.
- Selnes, F. (1998), “Antecedents and consequences of trust and satisfaction in buyer-seller relationships”, European Journal of Marketing, Vol. 32 No. 3/4, pp. 305-22.
- Sharma, N. and Patterson, P.G. (1999), “The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services”, Journal of Services Marketing, Vol. 13 No. 2/3, pp. 151-70.
- Shoemaker, S. and Lewis, R.C. (1999), “Customer loyalty: The future of hospitality marketing”, nternational Journal of Hospitality Management, Vol.18 No.4, pp. 345-370.
- Singh, J. and Sirdeshmukh, D. (2000), “Agency and trust mechanisms in consumer satisfaction and loyalty judgements”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 150-68.
- Skarmeas, D. (2006), “The role of functional conflict in international buyer - seller relationships: Implications for industrial exporters”, Industrial Marketing Management, Vol. 35 No. 5, pp. 567-75.
- Wetzels, M., Ruyter, K.D. and Birgelen, M.V. (1998), “Marketing service relationships: The role of commitment”, Journal of Business and Industrial Marketing, Vol. 13 No. 4/5, pp. 406-23.
- Williamson, O.E. (1975), Markets and hierarchies, analysis and antitrust implications, Free Press, New York.
- Yang, Z. and Peterson, R.T. (2004), “Customer perceived value, satisfaction, and loyalty: The role of switching costs”, Psychology and Marketing, Vol. 21 No. 10, pp. 799-822.
- Yen, H.J.R. and Gwinner, K.P. (2003), “Internet retail customer loyalty: The mediating role of relational benefits”, International Journal of Service Industry Management, Vol. 14 No. 5, pp. 483-500.
- Yi, Y. and La, S. (2004), “What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty”, Psychology and Marketing, Vol. 21 No. 5, pp. 351-73.
- Zeithaml, V.A., Parasuraman, A. and Berry, L.L. (1990), Delivering quality service: Balancing customer perceptions and expectations, Free Press, New York.
- Zineldin, M. and Jonsson, P. (2000), “An examination of the main factors affecting trust/commitment in supplier-dealer relationships: An empirical study of the Swedish wood industry”, The TQM Magazine, Vol. 12 No. 4, pp. 245-65.
![](https://i-scholar.in/public/site/images/abstractview.png)
Abstract Views: 301
![](https://i-scholar.in/public/site/images/pdfview.png)
PDF Views: 0