The role of service quality and relationship marketing in hospitality industry

• Main Authors: Naderian, A., Baharun, R.
• Format: Article
• Published: 2015
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/60486/

The competitive nature of hospitality industry makes it imperative for operators to constantly seek new ways to improve their services, as well as map out strategies to provide memorable experience for their patrons. In order to keep abreast of the current and future needs of the ever-evolving industry, and respond to the demands of increasingly sophisticated guests, innovation and creativity seems crucial in maintaining a competitive edge in hospitality industry. This study tries to examine the effect of service quality and relationship marketing on customer satisfaction and loyalty to enhance the competitive edge of hospitality industry. As such after reviewing many literatures it is supposed this study could shed light into the establishment of successful framework for in-house restaurants, by taking into consideration and understanding the areas of consumer perception, customer satisfaction and loyalty in this industry.