The Impact of Relationship Marketing on Marketing Profitability through Marketing Competitive Capability: The Roles of Customer Commitment and Market Acceptance in Phuket Hotels, Thailand
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Abstract
This research aims to examine the influence of relationship marketing on marketing profitability of hotels in Phuket Province, considering the mediating role of marketing competitive capability and facilitating factors including customer commitment and market acceptance. The sample consisted of 357 marketing directors and marketing managers from hotels in Phuket Province. Data were analyzed using multiple regression statistics and mediation testing through bootstrapping method. Results revealed that relationship marketing had the strongest positive influence on market acceptance (β = 0.66, p < 0.01), followed by marketing competitive capability (β = 0.61, p < 0.01), marketing profitability (β = 0.58, p < 0.01), and customer commitment (β = 0.45, p < 0.01). Marketing competitive capability functioned as a partial mediator between relationship marketing and marketing profitability, with an indirect effect of 0.12 (95% CI [0.08, 0.17]). The findings support the integration of Relationship Marketing Theory and Resource-Based View in explaining the mechanism of marketing profitability creation in the hotel industry, and confirm the importance of building long-term relationships with stakeholders in creating sustainable competitive advantage and performance.
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