The Study Some of the Factors Consequences in Relationship Quality Employee - Customer in the Hotel Industry by Fuzzy Logic

Subject Areas : Jounal of Marketing Management

A. R. Mosavi ¹ , M. Ashraf ² , P. Rajaey ³

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2011-06-22

Keywords: Relationship Quality, Word-of mouth, Relationship continuity, Share of purchases, Fuzzy TOPSIS,

Abstract :

The purpose of this study is to help hotel managers improve and upgrade the quality of the relationship with customers. This study examines the link between Share of purchases, Relationship Continuity, Word-of Mouth and Relationship Continuity with Employee-Customer relationship quality and then Fuzzy TOPSIS was used to classified them according to priority customers Preferences.  Presented conceptual model is based on the model of Kim and Chaz (2002) and Verdugo and Veerapermal (2009). The samples who were selected through simple random sampling method were 200 clients of Qeshm city hotels in the second quarter of 1389. Data collection was conducted through questionnaires and the results of the questionnaire after the classification. Model variables using Pearson Correlation and Regression and SPSS software analysis showed that there is a positive and direct relationship between the variables (Share of Purchases, Relationship Continuity, Word-of Mouth and Relationship Continuity) as independent variables and quality of service as a dependent variable. The results indicated a positive correlation between independent variables and quality of Relationship and confirmed the hypothesis. Then Excel software and Fuzzy TOPSISmethod were used to rank components as result of quality Relationship between employee and customers as follows: Relationship continuity, Word-of mouth and Share of purchases.