Welcome Guest [create an account] or log-in:

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



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.


  • 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


Ariker, M., Heller, J., Diaz, A. and Perrey, J. (2015) 'How marketers can personalize at scale', Harvard Business Review, 23 November.

Baldanza, B. (2021) 'Expect changes to your airline loyalty scheme', Forbes, 8 March, assessed 10/7/2021 from https://www.forbes.com/sites/benbaldanza/2021/03/08/airline-loyalty-programs-will-change-as-demand-returns

Berry, L. L. (1983) 'Relationship marketing', in L. L. Berry, G.L. Shostack and G. Upah (eds), Emerging Perspectives on Services Marketing (pp. 25-28). Chicago: American Marketing Association.

Berzon, A. (2012) 'Starwood perks up loyalty program', Wall Street Journal, 1 Feb, B7.

Buder, S. (2020) 'New study reveals the spending power of black US travelers', Afar. com, 18 December. Accessed 10/8/2021 from https://www.afar.com/magazine/new-study-reveals-the-spending-power-of-black-us-leisure-travelers

Cossio-Silva, F-J., Revilla-Camacho, M-A. and Vega-Vazquez, M. (2019) 'The tourist loyalty index: A new indicator for measuring tourist destination loyalty? Journal of Innovation & Knowledge, 4(2), 71-77.


Dick, A.S. and Basu, K. (1994) 'Customer loyalty: Toward an integrated conceptual framework', Journal of the Academy of Marketing Science, 22, 99-113.


EyeforTravel (2017) 'Forget the millennials, online travel could be missing the boom time', EyeforTravel, 11 January. Accessed 6/3/2017 from www.eyefortravel.com/social- media-and-marketing/forget-millennials-online-travel-could-be-missing-boom-time

Griffiths, F. (2019) 'Loyalty card: How technology can help up your customer marketing game', BigHospitality, 19 April. Accessed 10/8/2021 from Griffiths, 2019

Haenlein, M. and Kaplan, A.M. (2008) 'Unprofitable customers and their management', Business Horizons, 52, 89-97.


Higgins, M. (2011) 'Expanding hotel loyalty rewards', New York Times, 1 June. Accessed 10/22/11 from http://travel.nytimes.com/2011/06/05/travel/small-hotels-offer-new- loyalty-programs-practical-traveler.html

Hua, N., Wei, W., DeFranco, A.L. and Wang, D. (2018) 'Do loyalty programs really matter for hotel operational and financial performance?', International Journal of Contemporary Hospitality Management, 30(5), 2195-2213.


Hudson, S., Meng, F., So, K. and Cardenas, D. (2016) Increasing African-American Tourism in South Carolina. SmartState Center of Economic Excellence.

Jang, D. and Mattila, A.S. (2005) 'An examination of restaurant loyalty programs: What kind of rewards to customers prefer?', International Journal of Contemporary Hospitality Management, 17(5), 402-408.


Javalgi, R. and Moberg, C.R. (1997) 'Service loyalty: Implications for service providers', The Journal of Services Marketing, 11(3), 165-179.


Kim, M.J. and Hall, C.M. (2020) 'Can sustainable practices enhance customer loyalty? The roles of value theory and environmental concerns', Journal of Hospitality and Tourism Management, 34, 127-138.


Kumar, V. and Rajan, B. (2009). 'Profitable customer management: Measuring and maximizing customer lifetime value', Management Accounting Quarterly, 10(3), 1-18.

McKinsey & Co (2021) 'Next in loyalty: Eight levers to turn customers into fans', McKinsey & Co, October. Accessed 10/14/2021 from www.mckinsey.com/business-functions/marketing-and-sales/our-insights/next-in-loyalty-eight-levers -to-turn-customers-into-fans

Rahimi, R., Koseoglu, M.A., Ersoy, A.B. and Okumus, F. (2017) 'Customer relationship management research in tourism and hospitality: A state-of-the-art', Tourism Review, 72(2), 209-220.


Rasmusson, E. (1999) 'Wanted: Profitable customers', Sales and Marketing Management, 151(5), 28-34.

Reichheld, F. F. and Sasser, W. S., Jr. (1990) 'Zero defections: Quality comes to services', Harvard Business Review, 68, 105-111.

Ryals, L. (2003) 'Creating profitable customers through the magic of data mining', Journal of Targeting, Measurement and Analysis for Marketing, 11(4), 343-349.


Scanlon, L. and McPhail, J. (2000) 'Forming service relationships with hotel business travelers: The critical attributes to improve retention', Journal of Hospitality & Tourism Research, 24(4), 491-513.


Schlaifer, A.N. (2006) 'Build customer and employee loyalty you can be proud of', The Resort Trades, July. Accessed 09/15/2011 from http://www.resorttrades.com/articles. php?showMag=Resort&act=view&id=190

Smarter Travel (2017) 'The best hotel loyalty programs for 2017, Smarter Travel, 12 April. https://www.smartertravel.com/best-hotel-loyalty-programs-2017/

Van Asperen, M., de Rooij, P. and Dijkmans, C. (2018) 'Engagement-based loyalty: The effects of social media engagement on customer loyalty in the travel industry, International Journal of Hospitality & Tourism Administration, 19(1), 78-94.


Watson, L. and Kale, S.H. (2003) 'Know when to hold them: Applying the customer lifetime value concept to casino table gambling', International Gambling Studies, 3(1), 89-101.


Winer, R.S. (2001) 'A framework for customer relationship management', California Management Review, 43(4), 89-105.


Withiam, G. (1998) 'Customers from hell', Cornell Hotel and Restaurant Administration Quarterly, 39(5), 11


Yu, J., Seo, J. and Hyun, S.S. (2021) 'Perceived hygiene attributes in the hotel industry: Customer retention amid the COVID-19 crisis', International Journal of Hospitality Management, 93(102768).


Zeithaml, V. A. and Bitner, M. J. (2000) Services Marketing: Integrating Customer Focus Across the Firm, New York: McGraw-Hill.

Zeithaml, V.A., Rust. and Lemon, K.N. (2001) 'The customer pyramid: Creating and serving profitable customers', California Management Review, 43(4), 118-142.



Published in Customer Service for Hospitality and Tourism 3rd edn

Paperback format [Details]Price: £39.99Copies / Delivery by post
Terms and conditions of purchase | Privacy policy