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Relationship marketing practices for retention of corporate customers in hospitality contract catering

Evangelos Christou ; University of the Aegean, Department of Business Administration, Chios, Greece

Puni tekst: engleski, pdf (85 KB) str. 1-10 preuzimanja: 968* citiraj
APA 6th Edition
Christou, E. (2010). Relationship marketing practices for retention of corporate customers in hospitality contract catering. Tourism and hospitality management, 16 (1), 1-10. Preuzeto s https://hrcak.srce.hr/64576
MLA 8th Edition
Christou, Evangelos. "Relationship marketing practices for retention of corporate customers in hospitality contract catering." Tourism and hospitality management, vol. 16, br. 1, 2010, str. 1-10. https://hrcak.srce.hr/64576. Citirano 01.03.2021.
Chicago 17th Edition
Christou, Evangelos. "Relationship marketing practices for retention of corporate customers in hospitality contract catering." Tourism and hospitality management 16, br. 1 (2010): 1-10. https://hrcak.srce.hr/64576
Harvard
Christou, E. (2010). 'Relationship marketing practices for retention of corporate customers in hospitality contract catering', Tourism and hospitality management, 16(1), str. 1-10. Preuzeto s: https://hrcak.srce.hr/64576 (Datum pristupa: 01.03.2021.)
Vancouver
Christou E. Relationship marketing practices for retention of corporate customers in hospitality contract catering. Tourism and hospitality management [Internet]. 2010 [pristupljeno 01.03.2021.];16(1):1-10. Dostupno na: https://hrcak.srce.hr/64576
IEEE
E. Christou, "Relationship marketing practices for retention of corporate customers in hospitality contract catering", Tourism and hospitality management, vol.16, br. 1, str. 1-10, 2010. [Online]. Dostupno na: https://hrcak.srce.hr/64576. [Citirano: 01.03.2021.]

Sažetak
Customer retention is specific to the context of each firm, and this is rarely recognized in models for customer retention. This paper studies how customer retention in hospitality business-to-business contract catering depends on the relationship substance built up due to interaction between the parties. Relationship substance may be of a more or less embedded ind, which is explored here in the form of relationship satisfaction and organizational change in the buying firm. A conceptual model is developed and tested on a sample of business relationships in business-to-business contract catering. The results support the fundamental effect that relationship satisfaction improves customer retention. The research also finds that the purchase development of contract catering customers increases retention, in particular if the customer who purchases more is also satisfied. However, when the contract caterer has achieved change in the customer firm, customer is reduced. Evidently, these customers consider that they are done with the seller and move to other sellers, or reduce their purchases altogether.

Ključne riječi
relationship marketing; business-to-business retention; purchasing behavior; contract catering

Hrčak ID: 64576

URI
https://hrcak.srce.hr/64576

Posjeta: 1.611 *