The palace luxury resort: service as a strategic differentiator

Abstract

This case study explores The Palace Luxury Resort in Bangladesh as a strategic example of relationship marketing in the luxury tourism industry. Amid growing domestic tourism demand, the resort differentiates itself through financial, social, and customization bonds to build long-term customer loyalty. Using qualitative methods, the study examines how employee engagement, service personalization, and customer-centric practices enhance guest satisfaction and competitive advantage. Findings show that strong service culture, skilled workforce, and personalized experiences significantly improve customer retention. The study highlights the importance of relationship marketing strategies in sustaining competitiveness in Bangladesh’s rapidly expanding luxury hospitality sector.