ABSTRACT
This chapter reviews the notion of relationship marketing and its evolution in the hospitality field during the last 20 years. It reviews the advantages of implementing a relationship marketing strategy as well as customer satisfaction and loyalty. Three components of relationship marketing, namely, people, process and technology are explained and how social media influences relationship marketing is discussed. This chapter focuses on the critical success factors of successful relationship marketing implementation in hospitality firms and offers theoretical and practical suggestions that can be beneficial for both practitioners and researchers in the hospitality field.
