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

parties (Yesawich, 1991). 
The underlying principle of relationship marketing is so simple: if a hotel recognizes repeat customers, 
rewards them for returning and engages them in two-way dialogue, they will be prompted to come back. This 
concept is important to the lodging industry for many reasons. First and most importantly, the purchase cycle among 
heavy consumers of hotel rooms is short and has weak repetition. Second, customers provide crucial information 
about themselves every time they consume in the lodging industry. Third, according to existing research, 60 percent 
of business travelers are visiting the destinations on their journey for the first time. Those three reasons suggest that 
it is easy to build a relationship with guests. But the important thing is that going beyond the essential demand, that 
all guests be given excellent service (Yesawich, 1991).