The effect of marketing mix on guest satisfaction and guest retention in five star hotels

Providing customer satisfaction and retention is one of the biggest challenges in service industries. Organizations today are putting on efforts to identify and manage existing customers. Among the popular marketing theories, the 8Ps of Lovelock service marketing mix recognized the critical factor i...

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Main Author:	Raeesi, Ronak
Format:	Thesis
Language:	English
Published:	2013
Subjects:	HD28 Management Industrial Management
Online Access:	http://eprints.utm.my/id/eprint/48702/25/RonakRaeesiMFM2013.pdf
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id	my-utm-ep.48702
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spelling	my-utm-ep.487022020-06-17T07:26:01Z The effect of marketing mix on guest satisfaction and guest retention in five star hotels 2013-12 Raeesi, Ronak HD28 Management. Industrial Management Providing customer satisfaction and retention is one of the biggest challenges in service industries. Organizations today are putting on efforts to identify and manage existing customers. Among the popular marketing theories, the 8Ps of Lovelock service marketing mix recognized the critical factor in business for competitive differentiation, customer satisfaction and customer retention. This study examines the relationship between the marketing mix components, guest satisfaction and retention. Also it investigates the mediating effect of satisfaction on the relationship between marketing mix and guests’ retention in five – star hotels in Kuala Lumpur. Furthermore, this research tries to discover the existence of difference in the level of satisfaction and retention based on nationality that the guests are Malaysian or international. In this research the non- probability and convenient sampling is chosen and by using Likert Scale’s questionnaire the data were collected from 25 five-star hotels in Kuala Lumpur. And data were analyzed according to the collected questionnaires by structural equation modeling using the Partial Least Squares (PLS) approach. During the analysis several methods were used such as, reliability and validity analysis, t-test and independent t-test. The results of this study show all the 8 Ps of marketing mix components has a positive relationship with the satisfaction and, among the marketing mix components, service or product has the largest effect on satisfaction. Furthermore nationality has not made a difference in terms of level of satisfaction and retention. This study provides hotel professionals with an assessment of Lovelock marketing mix theory to measure and manage guest satisfaction and retention in five star hotels in Kuala Lumpur. 2013-12 Thesis http://eprints.utm.my/id/eprint/48702/ http://eprints.utm.my/id/eprint/48702/25/RonakRaeesiMFM2013.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:85671 masters Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD28 Management Industrial Management
spellingShingle	HD28 Management Industrial Management Raeesi, Ronak The effect of marketing mix on guest satisfaction and guest retention in five star hotels
description	Providing customer satisfaction and retention is one of the biggest challenges in service industries. Organizations today are putting on efforts to identify and manage existing customers. Among the popular marketing theories, the 8Ps of Lovelock service marketing mix recognized the critical factor in business for competitive differentiation, customer satisfaction and customer retention. This study examines the relationship between the marketing mix components, guest satisfaction and retention. Also it investigates the mediating effect of satisfaction on the relationship between marketing mix and guests’ retention in five – star hotels in Kuala Lumpur. Furthermore, this research tries to discover the existence of difference in the level of satisfaction and retention based on nationality that the guests are Malaysian or international. In this research the non- probability and convenient sampling is chosen and by using Likert Scale’s questionnaire the data were collected from 25 five-star hotels in Kuala Lumpur. And data were analyzed according to the collected questionnaires by structural equation modeling using the Partial Least Squares (PLS) approach. During the analysis several methods were used such as, reliability and validity analysis, t-test and independent t-test. The results of this study show all the 8 Ps of marketing mix components has a positive relationship with the satisfaction and, among the marketing mix components, service or product has the largest effect on satisfaction. Furthermore nationality has not made a difference in terms of level of satisfaction and retention. This study provides hotel professionals with an assessment of Lovelock marketing mix theory to measure and manage guest satisfaction and retention in five star hotels in Kuala Lumpur.
format	Thesis
qualification_level	Master's degree
author	Raeesi, Ronak
author_facet	Raeesi, Ronak
author_sort	Raeesi, Ronak
title	The effect of marketing mix on guest satisfaction and guest retention in five star hotels
title_short	The effect of marketing mix on guest satisfaction and guest retention in five star hotels
title_full	The effect of marketing mix on guest satisfaction and guest retention in five star hotels
title_fullStr	The effect of marketing mix on guest satisfaction and guest retention in five star hotels
title_full_unstemmed	The effect of marketing mix on guest satisfaction and guest retention in five star hotels
title_sort	effect of marketing mix on guest satisfaction and guest retention in five star hotels
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2013
url	http://eprints.utm.my/id/eprint/48702/25/RonakRaeesiMFM2013.pdf
_version_	1747817454917124096

The effect of marketing mix on guest satisfaction and guest retention in five star hotels

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