Relationship marketing in the hotel business

As a result of the increasing competition and the ever-developing information technologies, the undersatanding of marketing is also going through changes. We can see that in marketing that is a significant instrument of competition there is a shift to an understanding with more emphasis on customer relations given the conditions of today. In order to maintain the stability and ensure profitability that is the ultimate goal, the inclination to customer behaviour is increasing. Relationship marketing is an understanding of marketing that is based on customer relations, that examines the customer behaviour and puts more emphasis on the consumer in the globalizing market areas when compared to the past. The main objective of this study is to try to scrutinize the above mentioned understanding of relationship marketing, examine the practices of relationship marketing in hotels and also try to investigate the possible outcomes when relationship marketing is adopted. In the first part of the study, the focus is on the concept of relationship marketing. Furthermore, improvements in marketing and the understanding of marketing in addition to the history and objectives of relationship marketing are also being examined closely. In the second part, in the framework of service sector, the significance, benefits and the practices of relationship marketing in hotel businesses that are part of service sector are being assessed. In the final part, a questionnaire is made in order to maintain a long-term retaions in hotel management and to assess the influences that understanding of relationship marketing has on the customers. KeyWords : Relationship Marketing, Service Sector, Hotel Business