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Relationship Marketing And Destination Loyalty: Evidence From Penang, Malaysia

Author

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  • Fatemeh Mostafavi Shirazi
  • Ahmad Puad Mat Som

Abstract

Relationship marketing is a strategy to obtain a competitive advantage in tourism destinations. The term is defined as marketing activities for creating and maintaining customer loyalty. Despite the fact that creating customer loyalty is the main objective of relationship marketing, there is little agreement on which antecedents could be used to achieve it. This is particularly true in the competitive market of tourist destinations. This study attempts to examine the level of international tourists’ satisfaction with basic elements of destination (attraction, amenities, accessibility, image, price, people working in tourism), as well as the relationship between ‘overall satisfaction’ and destination loyalty in terms of revisit intention and recommendation. The results support the existing relationships between overall satisfaction and destination loyalty. We find that overall satisfaction is significant for revisit intention and recommendation. Finally, the paper discusses managerial implications as well as potential for further research in light of the findings.

Suggested Citation

  • Fatemeh Mostafavi Shirazi & Ahmad Puad Mat Som, 2013. "Relationship Marketing And Destination Loyalty: Evidence From Penang, Malaysia," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 6(1), pages 95-106.
    • Handle: RePEc:ibf:ijmmre:v:6:y:2013:i:1:p:95-106
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    Citations

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    Cited by:

    1. Mai, Nhat Chi, 2022. "The Impact of HDA, Experience Quality, and Satisfaction on Behavioral Intention: Empirical Evidence from West Sumatra Province, Indonesia," OSF Preprints 6784s, Center for Open Science.
    2. Mohamed Battour & Nur Aulia Noviyani & Ririn Tri Ratnasari & Mohamed Aboelmaged & Riyad Eid, 2022. "The Impact of HDA, Experience Quality, and Satisfaction on Behavioral Intention: Empirical Evidence from West Sumatra Province, Indonesia," Sustainability, MDPI, vol. 14(8), pages 1-19, April.
    3. Katarina Borisavljeviæ & Gordana Radosavljeviæ, 2021. "Application of logistics model in analysing relationship marketing in travel agencies," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 39(1), pages 87-112.

    More about this item

    Keywords

    Relationship Marketing; Satisfaction; Basic Elements; Destination Loyalty;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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