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首页> 外文期刊>Journal of Marketing and Consumer Research >The Effect of Customer Relationship Marketing on Customer Satisfaction: A Comparative Study on the Selected Resorts in the Southern Ethiopia
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The Effect of Customer Relationship Marketing on Customer Satisfaction: A Comparative Study on the Selected Resorts in the Southern Ethiopia

机译：客户关系营销对客户满意度的影响：埃塞俄比亚南部某些度假村的比较研究

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Relationship marketing provides avenues for service providers to listen and address the concerns and needs of customers in a bid to promote customer value and satisfaction. The general objective of this study was to assess the effect of relationship marketing on Customers’ satisfaction on the two hotels namely Haile and Lewi resort in the Southern Ethiopia. The study implemented cross sectional survey design. To collect primary data, structured questionnaire and semi-structured interview were used. Respondents were selected by using convenience sampling method in order to fill questionnaire. And also purposive sampling technique was used to select managers from each resort. 384 structured questionnaires were distributed to the customers of both Haile and Lewi resorts, only 365 (95%) complete responses were returned from the customers. The finding result indicates that relationship marketing dimensions (independent variables) such as trust, commitment, communication, empathy and responsiveness are positively correlated with customer satisfaction for both resorts. According to regression model summary result for Haile resort, R Square=.711 means customers satisfaction is the result of 71.1 percent change in all independent variables. And also for Lewi resort, R Square=.680 means that customer satisfaction is predicted by 68.0 percent change in all independent variables. Therefore, the findings of this thesis suggests that resorts should incorporate the relationship marketing dimensions to their marketing strategy so as to increase overall customer satisfaction and in turn to generate benefits from the relationship with customers that is currently critical to success in this dynamic business environment with increasing preferences and competition in the market.
机译：关系营销为服务提供商提供了倾听和解决客户关注和需求的途径，以提升客户价值和满意度。这项研究的总体目的是评估关系营销对埃塞俄比亚南部的两家酒店（即Haile和Lewi度假胜地）的顾客满意度的影响。该研究实施了横断面调查设计。为了收集原始数据，使用了结构化问卷和半结构化访谈。通过方便抽样方法选择受访者以填写问卷。此外，还采用有目的的抽样技术从每个度假村中选择经理。向海尔度假胜地和刘易斯度假胜地的客户分发了384份结构化问卷，只有365份（95％）完整答复从客户那里返回。调查结果表明，关系营销的维度（独立变量），例如信任，承诺，沟通，同理心和响应能力，与这两个度假村的客户满意度呈正相关。根据Haile度假村的回归模型摘要结果，R Square = .711表示客户满意度是所有自变量变化71.1％的结果。同样对于Lewi度假村，R Square = .680意味着所有自变量的68.0％变化预测了客户满意度。因此，本论文的研究结果表明，度假村应将关系营销维度纳入其营销策略，以提高整体客户满意度，并从与客户的关系中产生收益，这对于当前在这种动态业务环境中的成功至关重要。越来越多的偏好和市场竞争。

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