The Role of Relationship Marketing in Achieving Customer Satisfaction

A Field Study on Customers of Tourist Establishments in Latakia Governorate

Abstract

This study aimed to identify the impact of relationship marketing elements on achieving customer satisfaction in tourism establishments in Latakia Governorate, the researcher followed the descriptive-analytical approach to describe the phenomenon as it is on the ground, and the questionnaire was used as a tool for the study and to collect data related to the dimensions of relationship marketing (trust, communication, commitment) and customer satisfaction, it was distributed to a random sample of 80 customers of these tourism establishments, and arithmetic averages, standard deviations and multiple regression test were used based on statistical analysis software (SPSS24(,The results of the study indicated that there is an impact of all dimensions of relationship marketing on achieving customer satisfaction, where the dimension of (trust) came as the most influential element of relationship marketing on customer satisfaction, while the dimension of (commitment) came as the least influential element of relationship marketing on achieving customer satisfaction, and the study recommended the need to conduct studies and public opinion surveys to know the level of satisfaction and acceptance degrees among the beneficiaries of the services of tourism establishments, improve the ability of tourism establishments to communicate with customers, and the need to design the services provided by tourism establishments more diverse and integrated than before, and try to discover the most effective means of communication.