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Marketing Culture and Customer Retention in the Tourism Industry

Author

Listed:
  • Kwaku Appiah-Adu
  • ALAN FYALL
  • SATYENDRA SINGH

Abstract

During the last few years considerable attention has been focused on the essence of cultivating a culture which fosters the effective operationalisation of marketing practices in tourism firms. This issue is considered an important source of competitive advantage in the tourism industry where sophisticated marketing is still in its developmental stages. Considering the high level of interaction between a tourism firm and its customers, the significance of effective marketing activities cannot be overstated. In addition, maketing academics and managers assert that a strong marketing culture will lead to customer retention via customer satisfaction. This study is based on an empirical examination of the link between UK tourism firms’ marketing culture and customer retention. Our results reveal a moderately strong relationship between marketing culture and customer retention. Finally, implications of the findings for tourism managers and avenues for future research are discussed.

Suggested Citation

  • Kwaku Appiah-Adu & ALAN FYALL & SATYENDRA SINGH, 2000. "Marketing Culture and Customer Retention in the Tourism Industry," The Service Industries Journal, Taylor & Francis Journals, vol. 20(2), pages 95-113, April.
    • Handle: RePEc:taf:servic:v:20:y:2000:i:2:p:95-113
    DOI: 10.1080/02642060000000022
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    Citations

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    Cited by:

    1. Duygu Seckin Halac & Roberto Biloslavo & Cagri Bulut, 2013. "Marketing Culture and Perceived Customer Satisfaction in Non-Profit Service Organizations," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 27(2), pages 89-107.
    2. Sandra Maria Correia Loureiro & Francisco Javier Miranda González,, 2009. "Perceived Quality In Rural Lodgings In Spain And Portugal: The Ruralqual Scale," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(1), pages 33-52.
    3. Elias-Almeida Anabela & Miranda Francisco Javier & Almeida Paulo, 2016. "Customer delight: perception of hotel spa consumers," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 7(1), pages 13-20, May.
    4. Sajal Kabiraj & Amitabh Upadhya & Anu Vij, 2021. "Exploring the Factors Affecting the Behavioral Intention of Visitors in Wine Festival: The Case of China Dalian International Wine and Dine Festival," Business Perspectives and Research, , vol. 9(3), pages 352-369, September.
    5. Zhao, Xue & Xie, Chengyuan & Huang, Lu & Wang, Yaru & Han, Tongyun, 2023. "How digitalization promotes the sustainable integration of culture and tourism for economic recovery," Economic Analysis and Policy, Elsevier, vol. 77(C), pages 988-1000.
    6. Lee, Yong-Ki & Lee, Choong-Ki & Lee, Seung-Kon & Babin, Barry J., 2008. "Festivalscapes and patrons' emotions, satisfaction, and loyalty," Journal of Business Research, Elsevier, vol. 61(1), pages 56-64, January.
    7. Basiony, Abd Elazim & abd alla, Ghada & shaker El Sayed, Alaa, 2014. "Evaluating Tourism Service Quality Provided to the European Tourist “Applied on the British tourist"," MPRA Paper 57164, University Library of Munich, Germany, revised 2014.
    8. Martín-Ruiz, David & Castellanos-Verdugo, Mario & Oviedo-García, Ma de los Ángeles, 2010. "A visitors' evaluation index for a visit to an archaeological site," Tourism Management, Elsevier, vol. 31(5), pages 590-596.

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