The Establishment of a Communication-Based Relationship Marketing (CBRM) Model on Customer’s Trust and Commitment: The Study of Selected Hotels in Mwanza City, Tanzania

This research investigated an establishment of a communication-based relationship marketing (CBRM) model on customer’s trust and commitment. The establishment of the model was conceived in the first place in order to tease out and if feasible accommodate the literature regarding initiation of communication programmes to address some of the challenges facing marketing management. In this regard the study investigated the content of the CBRM model and how it could be appropriate for customers’ trust and commitment. This study was carried out in eight hotels selected from Mwanza City, Tanzania on the basis of a performance appraisal. The aim was to propose the communication model to meet the current challenges facing their marketing management. Specifically the study focused on how to create and maintain customers using fair play competitions in a competitive business environment. The study employed a qualitative research approach which includes exploratory, descriptive and explanatory designs in order to explore communication factors from both existing knowledge and study participants; describe those factors in relation to trust and commitment of a customer and explain why and how those factors are imprortant to impact customer’s trust and commitment. The instrument development process was organized to support the collection of data through interviews and questionnaires which were built on established six factors for effective communication. The study collected data from the leaders, employees and custopmers from eight selected hotels in Mwanza City, Tanzania which were believed to have been best perfoming hotels in the year 2019 as captured from stakeholders comments in five sources of hotel booking and search engines. The study employed thematic analysis of interview data as well as the data obtained from questionnaire. The researcher made use of SPSS version 20 to allow multiple presentations including tables and percentages of responses. The study obtained UNICAF approval through UREC, COSTECH approval through St. Augustine University of Tanzania and consent from its respondents through signing a consent form. The findings confirmed an efficacy of the CBRM model on customer’s trust and commitment as fair play strategy to create and maintain customers regardless of many alternatives to which they are exposed.