Customer retention practices of group, or branded hotels, as compared to private or owner-managed hotels : an exploratory study
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Date
Authors
Petzer, Daniël Johannes
Steyn, T.F.J.
Mostert, P.G. (Pierre)
Journal Title
Journal ISSN
Volume Title
Publisher
Prof. Marthie Grobler
Abstract
There is room for improvement when it comes to customer retention in the hotel industry in South Africa. This
study explores the importance attributed to customer retention practices by the managers of group or
branded hotels, as opposed to private or owner-managed hotels. For group or branded hotels, as well as for
private or owner-managed hotels, the overall importance attributed to customer retention activities does not
differ significantly. It is hoped that the findings of this study will add to the relatively limited research into
services marketing in the hospitality industry – and specifically in the hotel sector.
Description
This article was written by P.G. Mostert before he joined the University of Pretoria.
Keywords
Customer retention, Hotels, Relationship marketing, Customer compatibility management, Customer defection management, Service failure management, Service recovery
Sustainable Development Goals
Citation
Petzer, DJ, Steyn, TFJ & Mostert, PG 2009, 'Customer retention practices of group, or branded hotels, as compared to private or owner-managed hotels : an exploratory study', Journal of Contemporary Management, vol. 6, pp. 274-297.