Assessment of hotel guest relations from the aspect of repeat guests

Abstract

One of the greatest challenges facing hotel organizations today is the ever growing volume and pace of competition (Kandampully and Suhartanto, 2000). Hotels try to develop many strategies to be able to cope with competition. They try to develop strategies to find new customers. This constant search for new customers is called conquest marketing. In the future, conquest marketing will not be sufficient as most hotel industry segments are mature and competition is strong (Shoemaker and Lewis, 1999). Hotels need strategies to keep the present customers. Customer relations has become a field of great interest since hotels aim to attain customer satisfaction and loyalty. As a result of these efforts, the number of repeat customers have been increasing. The purpose of this study is to make an assessment of the guest relations from the aspect of repeat guests and to clearify the factors affecting the repeat guest relations.