dc.contributor.author |
Muhumuza, Benon Nabimanya |
|
dc.contributor.author |
Saina, Ernest K. |
|
dc.contributor.author |
Bashir, Hassan |
|
dc.date.accessioned |
2023-07-19T05:42:01Z |
|
dc.date.available |
2023-07-19T05:42:01Z |
|
dc.date.issued |
2021 |
|
dc.identifier.uri |
https://doi.org/10.29226/TR1001.2021.256 |
|
dc.identifier.uri |
http://ir.mu.ac.ke:8080/jspui/handle/123456789/7822 |
|
dc.description.abstract |
This paper investigated the mediation effect of relationship marketing programs on the relationship
between cultural values and customer satisfaction in the hotel industry of Uganda. This study was
relevant because the current era of growing competition and changing customer expectations within the
hotel industry, compels hotels to devise strategies to attain a competitive advantage. Cultural values
enhance and guide relationship-marketing programs which increase customer satisfaction. A quantitative
survey design focusing on hotel customers was adopted to investigate the envisaged linkage between
cultural values, relationship-marketing programs and customer satisfaction. The results of the study
indicated that relationship-marketing programs partially mediates the relationship between cultural
values and customer satisfaction. The study results provide a reason for hotel managers to devote more
resources towards cultural values in a bid to enhance relationship-marketing programs, which resonates
customer satisfaction. The results of the study support the idea that cultural values through relationship
marketing programs generate a sustainable psychological satisfaction for customers and a high market
share for the organization, more importantly in an environment that is multi-cultural in nature. The study
recommends hotel managers to regularly consider the multi-cultural faceted society when designing
relationship-marketing programs in order to build a long-term relationship with customers. As evidenced
in this study, it is of great importance to cultivate cultural values in order to enhance relationship-
marketing programs, an aspect that is vital in boosting customer satisfaction. Theoretically, the study
extends the adaptability of social exchange theory on customer satisfaction by expounding relationship
marketing in enhancing customer satisfaction. |
en_US |
dc.language.iso |
en |
en_US |
dc.subject |
Cultural values |
en_US |
dc.subject |
Relationship marketing programs |
en_US |
dc.title |
The role of cultural values and relationship marketing programs in promoting customer satisfaction |
en_US |
dc.type |
Article |
en_US |