Vyara Kyurova


Under the conditions of constant and unforeseeable market changes, the success of hotel business is guaranteed to a considerable extent by its skill to develop, maintain and improve long-term relations with customers. The application of the customer-orientated approach facilitates the development of relations of mutual trust in clients and complete satisfaction. In this context, the aim of this article is to outline the major problems connected with relationship marketing of hotel business. The research is based on the results of a survey conducted among owners of hotel business.

Key words

relationship marketing; hotel business; problem.

JEL Codes: M31, Z39


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