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Communication, service quality, branding and multi-stakeholders are highlighted as relational marketing approaches. Personal and electronic communication, branding, relationship quality, customer service and customer relationships are the dimensions of relationship marketing that are put in focus. Website qualities (system quality, information quality and service quality), usability, user satisfaction, benefits, revisit intention and hotel website features (contact, hotel, reservation and destination information) are the dimensions of a 'hotel website evaluation model' that is constructed to examine e-relationship marketing features in hotel websites in relation to user/customer attraction, satisfaction and retention.