Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value

Benon Nabimanya Muhumuza; Charles Lagat; Hassan Bashir

doi:doi:10.11648/j.sjbm.20210901.15

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Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value

Benon Nabimanya Muhumuza, Charles Lagat, Hassan Bashir

Published in Science Journal of Business and Management (Volume 9, Issue 1)

Received: 7 February 2021 Accepted: 19 February 2021 Published: 12 March 2021

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Abstract

In the current era of growing competition and changing customer expectations within the hotel industry, managers are compelled to devise strategies of promoting customer satisfaction in order to attain a competitive advantage. This study investigated the mediation effect of relationship value in the relationship between relationship marketing practices and customer satisfaction in the hotel industry of Uganda. A quantitative survey design was adopted to investigate the envisaged linkage between the study variables from a relational perspective. The results of the study establish that relationship value significantly mediates the relationship between relationship marketing practices and customer satisfaction. In terms study limitations, the study focused on hotel customers in all the four regions of Uganda. The study results provide a reason for hotels to devote more resources towards relationship marketing practices in a bid to propel relationship value, which resonates customer satisfaction. The results of the study support the idea that improved relationship marketing practices through relationship value generate a sustainable psychological satisfaction not only for customers but also high market share for the organization. The study recommends to hotel managers to regularly consider the drivers of relationship marketing practices, which build a long-term relationship and bonds with customers to yield relationship value. As evidenced in this study, it is of great importance to develop relationship-marketing practices that increase relationship value, an aspect that is vital in boosting customer satisfaction. This article is an original piece of work with both empirical and theoretical value. Empirically, this work is the first of its kind aimed at investigating the mediation effect of relationship value between relationship marketing and customer satisfaction within the hospitality setting. Theoretically, the study extends the adaptability of the social exchange theory by expounding relationship marketing in enhancing customer satisfaction.

Published in	Science Journal of Business and Management (Volume 9, Issue 1)
DOI	10.11648/j.sjbm.20210901.15
Page(s)	47-54
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

Relationship Marketing Practices, Relationship Value, Customer Satisfaction

References

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APA Style

Benon Nabimanya Muhumuza, Charles Lagat, Hassan Bashir. (2021). Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value. Science Journal of Business and Management, 9(1), 47-54. https://doi.org/10.11648/j.sjbm.20210901.15

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Benon Nabimanya Muhumuza; Charles Lagat; Hassan Bashir. Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value. Sci. J. Bus. Manag. 2021, 9(1), 47-54. doi: 10.11648/j.sjbm.20210901.15

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AMA Style

Benon Nabimanya Muhumuza, Charles Lagat, Hassan Bashir. Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value. Sci J Bus Manag. 2021;9(1):47-54. doi: 10.11648/j.sjbm.20210901.15

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@article{10.11648/j.sjbm.20210901.15,
  author = {Benon Nabimanya Muhumuza and Charles Lagat and Hassan Bashir},
  title = {Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value},
  journal = {Science Journal of Business and Management},
  volume = {9},
  number = {1},
  pages = {47-54},
  doi = {10.11648/j.sjbm.20210901.15},
  url = {https://doi.org/10.11648/j.sjbm.20210901.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20210901.15},
  abstract = {In the current era of growing competition and changing customer expectations within the hotel industry, managers are compelled to devise strategies of promoting customer satisfaction in order to attain a competitive advantage. This study investigated the mediation effect of relationship value in the relationship between relationship marketing practices and customer satisfaction in the hotel industry of Uganda. A quantitative survey design was adopted to investigate the envisaged linkage between the study variables from a relational perspective. The results of the study establish that relationship value significantly mediates the relationship between relationship marketing practices and customer satisfaction. In terms study limitations, the study focused on hotel customers in all the four regions of Uganda. The study results provide a reason for hotels to devote more resources towards relationship marketing practices in a bid to propel relationship value, which resonates customer satisfaction. The results of the study support the idea that improved relationship marketing practices through relationship value generate a sustainable psychological satisfaction not only for customers but also high market share for the organization. The study recommends to hotel managers to regularly consider the drivers of relationship marketing practices, which build a long-term relationship and bonds with customers to yield relationship value. As evidenced in this study, it is of great importance to develop relationship-marketing practices that increase relationship value, an aspect that is vital in boosting customer satisfaction. This article is an original piece of work with both empirical and theoretical value. Empirically, this work is the first of its kind aimed at investigating the mediation effect of relationship value between relationship marketing and customer satisfaction within the hospitality setting. Theoretically, the study extends the adaptability of the social exchange theory by expounding relationship marketing in enhancing customer satisfaction.},
 year = {2021}
}

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TY  - JOUR
T1  - Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value
AU  - Benon Nabimanya Muhumuza
AU  - Charles Lagat
AU  - Hassan Bashir
Y1  - 2021/03/12
PY  - 2021
N1  - https://doi.org/10.11648/j.sjbm.20210901.15
DO  - 10.11648/j.sjbm.20210901.15
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 47
EP  - 54
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20210901.15
AB  - In the current era of growing competition and changing customer expectations within the hotel industry, managers are compelled to devise strategies of promoting customer satisfaction in order to attain a competitive advantage. This study investigated the mediation effect of relationship value in the relationship between relationship marketing practices and customer satisfaction in the hotel industry of Uganda. A quantitative survey design was adopted to investigate the envisaged linkage between the study variables from a relational perspective. The results of the study establish that relationship value significantly mediates the relationship between relationship marketing practices and customer satisfaction. In terms study limitations, the study focused on hotel customers in all the four regions of Uganda. The study results provide a reason for hotels to devote more resources towards relationship marketing practices in a bid to propel relationship value, which resonates customer satisfaction. The results of the study support the idea that improved relationship marketing practices through relationship value generate a sustainable psychological satisfaction not only for customers but also high market share for the organization. The study recommends to hotel managers to regularly consider the drivers of relationship marketing practices, which build a long-term relationship and bonds with customers to yield relationship value. As evidenced in this study, it is of great importance to develop relationship-marketing practices that increase relationship value, an aspect that is vital in boosting customer satisfaction. This article is an original piece of work with both empirical and theoretical value. Empirically, this work is the first of its kind aimed at investigating the mediation effect of relationship value between relationship marketing and customer satisfaction within the hospitality setting. Theoretically, the study extends the adaptability of the social exchange theory by expounding relationship marketing in enhancing customer satisfaction.
VL  - 9
IS  - 1
ER  -

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Author Information

Benon Nabimanya Muhumuza

Department of Marketing and Management, Makerere University Business School, Kampala, Uganda
Charles Lagat

Department of Marketing and Logistics, School of Business and Economics, Moi University, Nairobi, Kenya
Hassan Bashir

Department of Business Administration, Makerere University Business School, Kampala, Uganda

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Benon Nabimanya Muhumuza, Charles Lagat, Hassan Bashir. (2021). Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value. Science Journal of Business and Management, 9(1), 47-54. https://doi.org/10.11648/j.sjbm.20210901.15

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ACS Style

Benon Nabimanya Muhumuza; Charles Lagat; Hassan Bashir. Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value. Sci. J. Bus. Manag. 2021, 9(1), 47-54. doi: 10.11648/j.sjbm.20210901.15

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AMA Style

Benon Nabimanya Muhumuza, Charles Lagat, Hassan Bashir. Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value. Sci J Bus Manag. 2021;9(1):47-54. doi: 10.11648/j.sjbm.20210901.15

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@article{10.11648/j.sjbm.20210901.15,
  author = {Benon Nabimanya Muhumuza and Charles Lagat and Hassan Bashir},
  title = {Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value},
  journal = {Science Journal of Business and Management},
  volume = {9},
  number = {1},
  pages = {47-54},
  doi = {10.11648/j.sjbm.20210901.15},
  url = {https://doi.org/10.11648/j.sjbm.20210901.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.20210901.15},
  abstract = {In the current era of growing competition and changing customer expectations within the hotel industry, managers are compelled to devise strategies of promoting customer satisfaction in order to attain a competitive advantage. This study investigated the mediation effect of relationship value in the relationship between relationship marketing practices and customer satisfaction in the hotel industry of Uganda. A quantitative survey design was adopted to investigate the envisaged linkage between the study variables from a relational perspective. The results of the study establish that relationship value significantly mediates the relationship between relationship marketing practices and customer satisfaction. In terms study limitations, the study focused on hotel customers in all the four regions of Uganda. The study results provide a reason for hotels to devote more resources towards relationship marketing practices in a bid to propel relationship value, which resonates customer satisfaction. The results of the study support the idea that improved relationship marketing practices through relationship value generate a sustainable psychological satisfaction not only for customers but also high market share for the organization. The study recommends to hotel managers to regularly consider the drivers of relationship marketing practices, which build a long-term relationship and bonds with customers to yield relationship value. As evidenced in this study, it is of great importance to develop relationship-marketing practices that increase relationship value, an aspect that is vital in boosting customer satisfaction. This article is an original piece of work with both empirical and theoretical value. Empirically, this work is the first of its kind aimed at investigating the mediation effect of relationship value between relationship marketing and customer satisfaction within the hospitality setting. Theoretically, the study extends the adaptability of the social exchange theory by expounding relationship marketing in enhancing customer satisfaction.},
 year = {2021}
}

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TY  - JOUR
T1  - Promoting Customer Satisfaction: The Role of Relationship Marketing Practices and Relationship Value
AU  - Benon Nabimanya Muhumuza
AU  - Charles Lagat
AU  - Hassan Bashir
Y1  - 2021/03/12
PY  - 2021
N1  - https://doi.org/10.11648/j.sjbm.20210901.15
DO  - 10.11648/j.sjbm.20210901.15
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 47
EP  - 54
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.20210901.15
AB  - In the current era of growing competition and changing customer expectations within the hotel industry, managers are compelled to devise strategies of promoting customer satisfaction in order to attain a competitive advantage. This study investigated the mediation effect of relationship value in the relationship between relationship marketing practices and customer satisfaction in the hotel industry of Uganda. A quantitative survey design was adopted to investigate the envisaged linkage between the study variables from a relational perspective. The results of the study establish that relationship value significantly mediates the relationship between relationship marketing practices and customer satisfaction. In terms study limitations, the study focused on hotel customers in all the four regions of Uganda. The study results provide a reason for hotels to devote more resources towards relationship marketing practices in a bid to propel relationship value, which resonates customer satisfaction. The results of the study support the idea that improved relationship marketing practices through relationship value generate a sustainable psychological satisfaction not only for customers but also high market share for the organization. The study recommends to hotel managers to regularly consider the drivers of relationship marketing practices, which build a long-term relationship and bonds with customers to yield relationship value. As evidenced in this study, it is of great importance to develop relationship-marketing practices that increase relationship value, an aspect that is vital in boosting customer satisfaction. This article is an original piece of work with both empirical and theoretical value. Empirically, this work is the first of its kind aimed at investigating the mediation effect of relationship value between relationship marketing and customer satisfaction within the hospitality setting. Theoretically, the study extends the adaptability of the social exchange theory by expounding relationship marketing in enhancing customer satisfaction.
VL  - 9
IS  - 1
ER  -

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