Fostering Sustainable Competitive Advantage through Relationship Marketing in the Hospitality Industry: A Case of Hotels and Lodges in Masvingo City, ZimbabweJournal: International Journal of Science and Research (IJSR) (Vol.2, No. 12)
Publication Date: 2013-12-05
Authors : Clay. Hutama Basera;
Page : 234-240
Keywords : Relationship Marketing; RM Tenets; Sustainable Competitive Advantage; Hospitality Industry;
Relationship marketing is a post modern development that has seen the practice of marketing evolving from a medieval production orientation in the early 1900s, when demand for goods and services exceeded supply to a period where organizations regardless of their sizes, nature of business and organizational objectives, have realized the strategic importance of entering into long term relationships with various stakeholders as a means of enhancing profitability. This research aimed at examining the extent to which Hotels and Lodges in Masvingo engage relationship marketing strategies at all the three tier levels as a means of fostering sustainable competitive advantage (SCA). A cross sectional descriptive research design was used to unravel the relationship between RM and customer retention. A drop and pick survey technique was administered on 51 respondents, comprising managers and section supervisors selected from firms in the sectors, using a structured undisguised questionnaire developed on the basis of a prior pilot study. The findings were indicative of the fact that indeed Hotels and Lodges in Masvingo use RM strategies to retain their customers as reflected by a strong perfect positive correlation. Firms in this sector however focus on a few strategies at each relational level, an aspect which does not guarantee a firm`s SCA in the long run. Executives and managers of these organizations need to embrace RM strategies in the three tier levels holistically in a manner that will enable them to foster strategic SCA in a highly competitive business environment.
Other Latest Articles
Last modified: 2021-06-30 20:24:15