Exploring the practices of relationship marketing using word of Mouth in hospitality industry of Pakistan, a case study of leading Marquees of Islamabad

Abstract

The purpose of this study is to explore the practices of relationship marketing using word of mouth in hospitality industry of Pakistan, for this purpose marquees sector is selected in the region of Rawalpindi and Islamabad to conduct this qualitative study interviews were conducted from the top management of the marquees to know their point of view. This study shows how relationship marketing is impacting the industry, current position of the industry.