Paradoxes in use of the term customer experience are noted. As a verb, experience
describes a process of learning, leading to learned response, but as a noun emphasises …

Despite the proliferation of loyalty programs over the past three decades, evidence
regarding their effectiveness in cementing customer loyalty remains mixed and often …

Based on the assumption that consumers will reward firms for their support of social
programs, many organizations have adopted corporate social responsibility (CSR) practices …

Positive outcomes of loyalty programs are clear for firms, yet little research examines
customer perceptions. To address this gap, this article investigates various perceived …

Purpose–The purpose of this paper is to study how relationship marketing can reduce
cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction …

The increasing growth of new hotels in the Malaysian domestic market indicates that the
hospitality and tourism industry is growing rapidly. As a result, there will be high competition …

Purpose–The purpose of this paper is to examine the fairness of loyalty programs to
consumers regarding two emerging criticisms of loyalty programs: discriminating value …

A Relationship Drivers Model is developed to capture key motivations as to why customers
engage in marketing relationships. The framework of the model contends that firms should …

Purpose–Although relationship marketing has developed into the prevailing marketing
paradigm, it frequently encounters resistance from the demand side. Both management …

Purpose–The purpose of this article is to explore linkages between committed customers
and their willingness to serve as advocates and investigate the moderating influence of B2B …