Ho, Karen; Jacobs, Laurence; Cox, John - In: Journal of Services Marketing 17 (2003) 4, pp. 379-392
In 1988, 998 letters of reservation inquiries were sent to hotels with 250 rooms or more requesting information about hosting a business reception for 20 couples. The study was designed to test the responsiveness of hotels to reservation inquiries made by letter and whether the hotels would miss...