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Journal of Hospitality & Tourism Research
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The Effects of Relationship Marketing Orientation on Business Performance in the Hotel Industry

Leo Y. M. Sin

The Chinese University of Hong Kong

Alan C. B. Tse

The Chinese University of Hong Kong

Haksin Chan

The Chinese University of Hong Kong

Vincent C. S. Heung

The Hong Kong Polytechnic University

Frederick H. K. Yim

Drexel University

The purpose of this study was to investigate the link between relationship marketing orientation and business performance in the hotel industry. Data were generated from 63 hotels in Hong Kong. The findings indicate that relationship marketing orientation was positively and significantly associated with marketing performance and financial performance of a hotel. Implications of the findings are discussed, and limitations of the study as well as further research directions are addressed.

Key Words: relationship marketing orientation • hotel industry • business performance • Hong Kong

Journal of Hospitality & Tourism Research, Vol. 30, No. 4, 407-426 (2006)
DOI: 10.1177/1096348006287863
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