Do Relationship Marketing Constructs Enhance Consumer Retention? An Empirical Study Within the Hotel Industry

The increasing growth of new hotels in the Malaysian domestic market indicates that hospitality and tourism industry is growing rapidly. As a result, there will be high competition as customers can easily switch from one hotel to other. Therefore, maintain market, it crucial for recognize importance conflict handling, trust, customer commitment maintaining good relationships with their customers. Hence, objective this study study, relationship marketing constructs such are evaluated based on direct indirect retention. Overall, 188 questionnaires were collected guests Malaysia evaluate structural between these performance measurement model using SmartPLS 3.2.3. Moreover, importance-performance map analysis (IPMA) was used identify measures could utilized enhance management activities. research outcomes indicated retention directly influenced by whereas engagement affected commitment. However, commitment, trust indirectly via engagement. IPMA also revealed several aspects help decision-makers managers prioritize actions efficiently. results handling had highest effect, industry. loyalty, recommended customers’ complaints resolve them effectively.