PREMIUM PRICING STRATEGY AND CUSTOMER RETENTION - AN ANALYSIS

In today's competitive business environment, pricing strategies have an essential role in gaining a competitive advantage. Price plays a significant role in operating the market economies by linking the supply and demand of services and/or products. Hotel industries are focusing on the positive exchange relations and recognizing of relations value of a customer as there is an outline which suggests that interrelationship between the aspects of pricing strategies and International hotel services and quality. The method in this research, the reasons that the researcher applied a quantitative approach, is the best approach to measure and examine between variables, in the current research. The researcher distributed 459 questionnaires to seven international hotels located in the provinces of Erbil, Duhok, and Sulaymaniyah, but received only 417 correctly to examine the relation between premium pricing strategy and customer retention at international hotels in Kurdistan Region. The findings revealed that there is a positive and significant association between premium pricing strategy and customer retention at selected international hotels in Kurdistan Region.