Impact of Marketing Complex Elements on Loyalty of Hotel Customers

Abstract

The article analyses the theoretical elements of the marketing complex, which are oriented not only to the development of the product, but also to the needs of consumers. The marketing complex “7P” is distinguished, which allows a better analysis of the factors determining the loyalty of the hotel customers. The classification and levels of consumer loyalty are presented, which allows to identify customers loyalty and to take appropriate measures to encourage a consumer to purchase a certain good or service. The method of questionnaire survey was chosen for empirical research, 72 respondents were interviewed. The analysis of the survey results made it possible to determine the impact of the marketing complex on the loyalty of the “Tyla” hotel customers in terms of 7P elements: product, price, promotion, place, people, process, and physical evidence.

Keywords: Elements of the marketing complex: product, price, promotion, place, people, process, physical evidence. Customer loyalty.