Relationship Marketing & Its Role in Enhancing Customer Satisfaction in Saudi Tourism Organizations

Abstract

This study seeks to clarify the role of relationship marketing in enhancing customer satisfaction. In accordance with the importance of the role, that relationship marketing plays in tourism organizations, these organizations must adopt this concept in order to achieve the customer satisfaction by providing services, which are capable to satisfy their needs and are compatible with their desires and tastes. As this study studies the effect and relationship between relationship marketing and enhancing customer satisfaction, on the other hand. The questionnaire form was used in order to achieve the study's objectives and to test its hypotheses. The study reached a set of results and recommendations, the most important of which was working to enhance the relationship marketing using special offers and prices for its customers. In addition to working to attract new customers and not only retaining old customers by establishing a special department for the relationship with customers, listening to them, understanding their complaints and accepting their opinions.