Relationship marketing and customer satisfaction in the Ghanaian hospitality industry: An empirical examination of trust and commitment

Relationship marketing and customer satisfaction in the Ghanaian hospitality industry: An empirical examination of trust and commitment

George Kofi Amoako, Emmanuel Kotey Neequaye, Solomon G Kutu-Adu, Livingstone Divine Caesar, Kwame Simpe Ofori

Purpose
The purpose of this paper is to investigate how relationship marketing practice can lead to customer satisfaction in the current practices in the hotel industry in Ghana. Globally, the hospitality industry ranks as one of the most competitive business sectors with competing organisations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This paper examines how relationship marketing impacts on trust, commitment and satisfaction for customers in the Ghanaian hospitality industry.
Design/methodology/approach
A positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. The data collection questionnaire was administered to 167 guests of a 3-star hotel in the Accra Metropolis. Structural equation modelling was used to ascertain the significance of the relationship that exists …

Emerald Publishing Limited

2019

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&citation_for_view=hXmr_bYAAAAJ:ybfzIt2tCtgC

English