1Auston Institute Of Management, London South Bank University, 534 Galle Rd, Colombo, 03.
2Open University Of Sri Lanka, Nawala, Nugegoda, Sri Lanka.
3Auston Institute of Management, London South Bank University, 534 Galle Rd, Colombo, 03.
*Corresponding Author
Online published on 4 October, 2017.
According to the latest Statistics on tourism in Sri Lanka, 19 percent of guests chose five star hotels. XYZ hotel had been the leading hotel five-star hotel and it had been the market leader. However, the annual reports of XYZ show, the revenue and profit has declined in the recent years. Furthermore, the researcher hypothesized that it may be due to less customer orientation and thus being less relationship oriented. The hypothesis of the study is that there is a relationship between customer orientation and relationship marketing. The researcher has used both primary and secondary data in the current study. The data collection method used is a mixed method. The qualitative analysis was conducted through the case study approach where quantitative analysis was done through SPSS. Pearson correlation was also analyzed to see the core relationship between customer orientation and relationship marketing. Moreover, the model fit demonstrates that, customer orientation has a positive impact on relationship marketing. Based on the qualitative and quantitative analysis it was found that customer orientation has a significant impact on relationship marketing
Commitment, Customer Orientation, Hotel Industry, Relationship Marketing, Trust
