A multivariate analysis of the relative impact of performance and relationship attributes on customer satisfaction

Abstract

This paper discusses an approach able to simultaneously compare the importance of performance and relationship marketing variables in building satisfaction among frequent customers. Multivariate statistical techniques are used – factor analysis and multiple regression analysis – to model the satisfaction of frequent customers of a group of hotels in the north of Portugal. The conclusion is that the relationship marketing policies are not strong determinants as regards the overall satisfaction of this kind of customers.