Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
66
Wittink, D.R. and Montgomery, D.B. (1979). Predictive validity of trade-off analysis for alternative segmentation 
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2007 Annual International CHRIE Conference & Exposition 
67
HOTEL MANAGERS’ PERCEPTION TOWARD RELATIONSHIP MARKETING: A CASE STUDY OF 
ANTALYA 
 
Nevbahar H. Delen 
Oklahoma State University, School of Hotel & Restaurant Administration 
Stillwater, Oklahoma, USA 
and 
Hailin Qu 
Oklahoma State University, School of Hotel & Restaurant Administration 
Stillwater, Oklahoma, USA 
 
ABSTRACT 
The primary purpose of this research was to analyze the current usage of relationship marketing and 
potential application of customer relationship management in Turkey’s lodging industry. A descriptive cross-
sectional research design along with a questionnaire was used to conduct the study. The importance-performance 
analysis, multiple regression and ANOVA were employed for the analysis of the data. The results showed that there 
is a gap in hotel managers’ perception towards the importance and performance of relationship marketing. The 
research also showed that younger managers with higher educational degrees are more aware of and more 
proponents of these newer marketing tools.