Chapter 7 Building and Maintaining Customer Relationships
DOI: 10.23912/9781915097132-5076 | ISBN: 9781915097132 |
Published: March 2022 | Component type: chapter |
Published in: Customer Service for Hospitality and Tourism 3rd edn | Parent DOI: 10.23912/9781915097132-5067 |
Abstract
Relationship marketing is a form of marketing that attracts customers, retains them, and enhances their satisfaction (Berry, 1983). Historically, tourism and hospitality marketers have put more emphasis on attracting new customers, but in the last few decades, the idea of nurturing the individual relationships with current and past customers has received greater attention, particularly in the hospitality sector (Rahimi et al., 2017). Most marketers now accept that it is less expensive to attract repeat customers than to create new ones, and this is the basic concept behind relationship marketing. The key outcome of all relation- ship marketing efforts is to make individual customers feel unique and to make them believe that the organization has singled them out for special attention. The opening case demonstrated how Ewald Biemans from Bucuti & Tara, takes such customization and personalization very seriously in his efforts to build relation- ships with customers.
Contributors
- Dr. Simon Hudson, University of South Carolina (Author)
- Louise Hudson, Freelance Journalist (Author)
For the source title:
- Dr. Simon Hudson, University of South Carolina (Author)
- Louise Hudson, Freelance Journalist (Author)
Cite as
Hudson & Hudson, 2022
Hudson, D.S. & Hudson, L. (2022) "Chapter 7 Building and Maintaining Customer Relationships" In: Hudson, D.S. & Hudson, L. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781915097132-5076
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