Factors Affecting the Hotel's Service Quality: Relationship Marketing and Corporate Image

The hotel industry in Taiwan is committed to improving service quality to increase competitiveness and to thereby develop and maintain long-term, steady customer relationships. The aims of this study are to investigate the effect of relationship marketing on corporate image and service quality and the interrelation between corporate image and service quality. The survey results of this study showed that relationship orientation positively affects customer perception of the hotel corporate image and its service quality; the hotel's functional image perception; the hotel's physical equipment, decor and environment; and the hotel's response to customer perception, all of which are mutually related and influenced. This study further found that female customers and customers with higher education positively affect the perception of the hotel's corporate image and service quality. It is important for hotel managers to improve service quality and customer relationship management.