الفهرس 
Chapter One: IntroductionOnly 14 pages are availabe for public view
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Abstract
This concluding chapter provides a brief overview of the study, summarizes the key findings of the study’s objectives, and suggests future research trends. In addition, it illustrates recommendations of the study’s results trends.
5.1. Study Results:
This study aims to determine the role of relationship marketing on the management of mental image in the independent hotels. Random cluster samples include 517 questionnaires were distributed to the customers of North Upper Egypt hotels in the cities of Fayoum, Beni Suef, Minia, and Assiut. It was found from the results of this study, that the majority of clients participating in this study are male (77%) and their age ranges between 18 to 40 years (55.5%) and are married (73.5%) and university graduates (96.3%) and work in the private sector (56.3 %). Also, their income level is from 1,000 to 5,000 pounds (56%). Regarding the marketing strategy in relationships, virtually 44.1 of the clients have been dealing with the hotel for a period ranging from more than 6 months to a year and about 41.2% of customers have gone beyond their dealings with the hotel for more than a year. It was also found that the continuous communication between the hotel and customers (96.3%). Clients have indicated that the hotel’s marketing strategy for relationships is considered successful (95%) in several aspects, which include communication, commitment, satisfaction and interaction, respectively. Finally, customers’ motives in dealing with the hotel are distinguished treatment, quality of service, confidence, appropriate prices, proximity to the site, speed of service, diversity of services and high reputation, respectively.
The average level of marketing in hotel relations (4.06 out of 5) and this is considered a high level. The standard deviation is 0.171, so the coefficient of variance is 4.22%, which is a low rate of variance between hotels. In addition, hotel performance levels range from very high to high, equivalent to 81.2% for the level of satisfaction with hotel relationships, 82% the level of hotel customer loyalty, 80.9% the quality level, 73.2% the quality of the stay, and 80.6% the level Quality food and beverage service. There is a significant exponential correlation between the level of marketing in relationships and the variables of trust (0.402), loyalty (0.371), interaction (0.398), commitment (0.365), links (0.352), special treatment (0.347) and social interactions (0.346) and satisfaction (0.332). Finally, there are no statistically
significant differences between hotel clients in the level of relationship marketing according to gender, marital status, educational level, state of communication with the hotel, the extent of success of the relationship marketing strategy, position, income level, hotel category, hotel location, the period of customer interaction with the hotel, the bases of building relationships, motivation for dealing, and the level of satisfaction with Relationships with the hotel, level of customer loyalty, level of service quality, level of residence quality and level of food service quality.
The level of hotel’s commitment while dealing with clients is considered high. The hotel’s commitment procedures with clients included that customers reside in the hotel with the best offers and that the hotel maintains levels of performance and the hotel adheres to all procedures and operations required of it. The hotel respects the rights of the customer in its transactions and sets clear instructions for customers to deal with the hotel. Also, the level of links between the hotel and customers is high, as the hotel management department continuously communicates with customers, and hotel employees deal in a decent manner with customers. The hotel holds a series of seminars and conferences to introduce it and its services, and the hotel participate and integrates with the customer with whom it has long-term relationships. Finally, the hotel sends greeting cards to the customer on his or her official occasions. Moreover, the level of interaction is high between the hotel and the customer, as it turns out that the hotel employee shows kindness and respect when providing the hotel service to the customer, and the hotel management issues instructions and directives that regulate the relationship between the hotel and the customer, and the hotel management is concerned with the organizational climate of the service such as the waiting and air-conditioning, and providing Complaints and suggestions box, and the hotel solves problems when they occur while providing the service.
The level of customer satisfaction with the hotel services is high, as the hotel meets the expectations of the customer and highlights the distinguished role of the customer in the strategic plans of the hotel, understanding the needs of customers and knowing their opinion about the service constantly, attention to customer complaints and criticisms, and dealing fairly with the customer. Also, the level of trust is considered high between the hotel and the customer, as hotel services vary and their reputation is wide and follow-up operations with customers are strictly and confidentially. These transactions are distinguished by high quality and provide unique and distinct services compared to competitors. Moreover, the level of social dealings is considered high, as the hotel staff possesses dialogue skills with customers to form an honorable image of the hotel, constantly monitoring the needs and preferences of the customer and keeping pace with their satisfaction,
excellence in good listening and attention to the customer, creating delivery systems for the service in a personal capacity, and building good relations with customer.
Private transactions are also considered high between the hotel and the customer, as these transactions include the speed and ease of obtaining services, the customer obtaining appropriate prices and discounts, obtaining services at lower costs compared to competing hotels, and clients obtaining special services compared to other customers, and taking into account the interests of customers constantly. Finally, the level of loyalty is high, and this level includes the strength of the relationship with customers, providing appropriate advice to clients, continuous improvement in hotel services, fulfilling obligations towards the customer, and constantly providing what exceed customer expectations.
The average of mental image level from customers’ perspective in hotels is (4.08 out of 5), and this is considered a high level. In addition, the level of mental image is distributed not normal, and the level of validity is 0.029. In addition, the level of mental image is very high from customers perspective (4.088 of 5), approximately 81.8 %. The factors of behavioral dimension, and social dimension came at a very high level, while cognitive dimension and emotional dimension factors were at a high level. Also, customers have a high level of cognitive dimension generally, and a very high level concerning the ability to distinguish the identity of the hotel from its logo. In additions, customers have a high level of mental image in these points; issuing brochures, magazines and leaflets with specific goals about the hotel and its services; holding seminars, conferences and workshops to identify the hotel and its services; effective use of public relations programs and tools in the hotel; accuracy of the information provided about the hotel’s products and services; and reliability of information regarding the characteristics of the hotel’s products and services.
Moreover, customers have a high level of emotional dimension generally, and very high level concerning those customers feels comfortable and safe when dealing with hotels, careful attention to customers and good reception, customer perception of the beauty of the exterior of the hotel building, and the suitability and compatibility of the hotel’s services to the needs of the customers. Also, customers have a high level of emotional dimension concerning modernity of hotel furniture, appliances and equipment. Finally, the procedure of presenting souvenirs to motivate the hotel’s services came at a medium level from customers’ perspective. Additionally, customers have a very high level of behavioral dimension generally, and a very high level concerning these points; the hotel takes care of customer’s complaints, the ability of workers to persuade and make dialogue with customers, maintaining the confidentiality and privacy of customers, efficiency and speed of workers
when performing the tasks assigned to them, good expectation of the characteristics of the expected demand of hotel services, and the ability of the staff to represent the hotel well. Finally, customers have a very high level of social dimension generally, and a very high level concerning these points; building good social relations with the hotel, flexibility in dealing with customers, maintaining the stability and continuity of the hotel in the market, the ability to identify products and services needed by the hotel’s customers, the hotel emphasizes on optimism and objectivity, and continuous monitoring of the needs of its employees and customers.
For the relationships between the mental image level and its components, where there is a direct correlation between the level of mental image and cognitive dimension (0.554) at the 0.01 significant levels, behavioral dimension (0.507), emotional dimension (0.471), and social dimension (0.416). In addition, there are no statistically significant differences between respondents in the level of mental image level, according to gender, social status, educational level, state of communication with the hotel, and the success of the relationship marketing strategy. Also, there are no statistically significant differences between respondents in the level of mental image, according to the income level, the hotel category, the hotel location, the foundations of relationship building, the motives for dealing, the level of satisfaction with hotel relations, the level of customer loyalty, the level of service quality, and the level of quality of stay and the level of food and beverage quality. In addition, table (26) shows that there is a statistically significant difference between respondents in the level of mental image, according to the period of customer interaction with the hotel (Duration of Dealing). Finally, there is a no statistical correlation between the level of relationship marketing and the level of mental image (R = 0.012, p = 0.7) based Spearman’s rho test.
5.2. Recommendations:
Based on the results of this study, the recommendations of this study include:
1.The top management should pay more attention to marketing management and human resources by adopting effective methods in the selection of employees, using training programs to build skills on a regular basis, and adopting various kinds of motivations to raise the efficiency of employees in order to form a perfect self-image of the hotel.
2.Constant interest in relationship marketing by establishing a permanent and continuous relationship between the hotel and its customers and constantly striving to maintain them to ensure customer satisfaction and loyalty.
3. Improving the elements of relationship marketing in order to create a good image of the hotel in the minds of customers.
4. Conducting continuous studies and research to measure the customer’s loyalty and encourage researchers to do so.
5. Paying attention to internal marketing by considering employees, as relationship marketing begins with them, provided that the employee has the motivation to work and is aware of the activities that he must perform.
6. Developing a comprehensive marketing database for subscribers to support the process of identifying the customers and contact them, the matter that represents the base of relationship marketing.
7. Presenting distinctive souvenirs on occasions order to enhance the mental image of the hotel.
8. Continuing to explore the reasons that may raise the levels of both employees and customers’ satisfaction and loyalty; thus, ensuring the continuity of growth, development and improvement in the strategies of the hotel.
There is no doubt that the committing to these recommendations has a fundamental role in developing the hotel’s activity, developing its competitive capabilities and enabling it to maintain its position in the market.
5.3. Limitations and Future Researches:
It is not possible to generalize the results of this study as it is confined to North Upper Egypt hotels; therefore it is preferable to conduct this study on the main tourist destinations in Egypt such as Greater Cairo, Luxor, Aswan, the Red Sea and Sharm El-Sheikh. To study the effect of relationship marketing on the mental image of hotels from the perspective of customers.
5.4. Conclusion:
This study aims to determine the role of relationship marketing on the management of mental image in the independent hotels. Random cluster samples include 517 questionnaires were distributed to the customers of North Upper Egypt hotels in the cities of Fayoum, Beni Suef, Minia, and Assiut. The results revealed that the average of relationship marketing level in these hotels is high equivalent to 81.2% (4.06 out of 5), and the standard deviation is 0.171. In addition, most customers (96.3 %) stated that there is continuous communication with the hotel, about 95 % of them evaluated the relationship marketing as a successful strategy, and customer motivations in dealing with hotels are special treatment, quality of service, confidence, appropriate prices, proximity to the site, speed of service, diversity of services and global reputation, respectively. Moreover, the level of hotel performance ranges from high to very high, in terms of the level of relationship satisfaction (81.2%), the level of customer loyalty (82%), the level of service quality (80.9%), the level of accommodation quality (73.2%), and the level of food and beverage quality (80.6%). Also, there is a significant correlation between the level of relationship marketing and the variables of confidence (0.402), loyalty (0.371), interaction (0.398), commitment (0.365), connections (0.352), special treatment (0.347), social transactions (0.346) and satisfaction (0.332). The average of mental image level from customers’ perspective in hotels is (4.08 out of 5), and this is considered a high level. There is a no statistical correlation between the level of relationship marketing and the level of mental image (R = 0.012, p = 0.7) based Spearman’s rho test. In conclusion, the results of this study are an essential step for hospitality managers to develop effective strategies of relationship marketing in North Upper Egypt hotels.