PREDICTORS OF RELATIONSHIP QUALITY AND RELATIONSHIP OUTCOMES IN MIDSCALE RESTAURANTS IN IZMIR, TURKEY

USTA M.

INTERNATIONAL JOURNAL OF CONTEMPORARY ECONOMICS AND ADMINISTRATIVE SCIENCES, cilt.7, ss.174-205, 2017 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 7
  • Basım Tarihi: 2017
  • Dergi Adı: INTERNATIONAL JOURNAL OF CONTEMPORARY ECONOMICS AND ADMINISTRATIVE SCIENCES
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI)
  • Sayfa Sayıları: ss.174-205
  • Anahtar Kelimeler: relationship marketing, relationship quality, loyalty, word of mouth, repeat purchase, CUSTOMER SATISFACTION, PHYSICAL-ENVIRONMENT, SERVICE QUALITY, LOYALTY, PRICE, COMMITMENT, BENEFITS, BEHAVIOR, CONSEQUENCES, PERCEPTIONS
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

This study analyses the relationship management in the hospitality industry. There are three main constructs: relationship management activities (predictors), relationship quality and relationship outcomes (commitment, loyalty and word of mouth). In this field, there is a lot of research, but these three constructs have not fully explored yet. A conceptual model was developed and tested to examine the effect of relationship quality on the relationship between the seven relationship management activities and the three relationship outcomes. A detailed analysis from the survey made in 15 restaurants with 528 participants and 426 clean data shows that the relationship quality is the primary construct between relationship management activities and relationship outcomes. The effective use of a relationship management strategy may increase customer commitment, spread positive word of mouth, and generate loyalty. The findings of this study provide restaurant managers with a guideline for developing and implementing an enhanced relationship management strategy.