Impact of the implementation of relationship marketing on customer retention : a study on hospitality industry of Pakistan

Abstract

The purpose of this study is to explore that how relationship marketing (RM) influence customer retention and up to what extant hotels in hospitality industry of Pakistan are implementing and practicing it. It is found that all the hotels are practicing relationship marketing very well especially the high range hotels but in small range hotels, although they are practicing it as well, but somehow it is found that they assume relationship marketing as a sale tactic or just for sales but high range hotels are well aware of relationship marketing (RM) concept that it is an customer oriented approach and used to retain the customers for a longer time period. In sampling the focus was on hospitality industry, future researchers can focus on other industries as well, this expansion would brought some new facts regarding the relationship between RM and customer retention. Practitioners can analyze its importance, and they can set benchmark for practicing on it. Very little research work has been done on Pakistani market, especially the hospitality industry of Pakistan is not studied by researchers and scholars broadly. This study would provide platform to future researchers.