Ladychenko K. Relationship marketing in hotel enterprises' management

Dissertational work is devoted to solve the actual theoretical, methodological and organizational problems of relationship marketing integration in management of the enterprises of a hotel industry. The evolution of theoretical approaches to relationship marketing is considered at the dissertation. The conceptual bases, methodological and practical aspects of the hotel management system formation on the basis of relationship marketing are highlighted. The basic tendencies and problems of subjects' interaction on the hotel services market of Ukraine are revealed. The level of implementation of relationship marketing components to hotel management is estimated and the influence of such components on formation of consumer loyalty to hotel services is defined. The interrelation of human resources management principles in the hotel industry with efficiency of partner relations formation with consumers is investigated. The approaches to reengineering of the hotel management system on the basis of internal marketing are developed. As a result of the conducted research the methodical approaches to improvement of the hotel management system on the basis of internal marketing and relationship marketing are offered.