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Orientador(es)
Resumo(s)
This paper discusses an approach able to simultaneously compare the importance of performance and
relationship marketing variables in building satisfaction among frequent customers. Multivariate statistical
techniques are used – factor analysis and multiple regression analysis – to model the satisfaction of frequent
customers of a group of hotels in the north of Portugal. The conclusion is that the relationship marketing policies
are not strong determinants as regards the overall satisfaction of this kind of customers.
Descrição
Palavras-chave
Multivariate statistics hospitality relationship marketing frequent customer satisfaction loyalty
Contexto Educativo
Citação
Editora
World Scientific and Engineering Academy and Society