This study examines the relationships between hotel service quality failure, customer perceived value, revitalization of service quality, customer satisfaction and loyalty in the hotel industry. A quantitative technique was used to collect data in this study. A number of findings were gathered through the survey of 105 hotel guests in Penang, Malaysia. The findings indicate that hotel revitalization of service quality had positive effects on customer loyalty, while perceived value and customer satisfaction were two significant variables that mediated the relationships between hotel service quality and customer loyalty. It was also found that hotel service quality had no profound and direct effects, but indirect positive effects on customer satisfaction. The recommendations for future research were also discussed in this study.
Customer loyalty is very necessary for the competitive market environment. The growing presence of relationship marketing efforts has led to increased competition among service providers. So hospitality industry is more service oriented, effecting by customers’ interest. To achieve the desirable customer to the business, for this purpose Relationship marketing efforts would have to be implemented in order to determine whether frequent guest is loyal to the particular company. Previous research has identified the determinants of customers’ loyalty for a hotel industry and has been adapted and used in this study. Structural equation analysis was applied to identify which factors (service quality, customer satisfaction, trust, value and hotel membership program, socio demography of the customer) have positively impact customer loyalty. According the result of this study all the determinants of loyalty have significance relationship with customer loyalty, and it was also indentified that customer loyalty as a function of both behavioral and attitudinal loyalty. The framework adopted and modified for this research demonstrated the formation of a solid structure that would allow for collecting valuable findings. This study has extended and adopts the previous loyalty model and has been applied in the hotel industry of Penang, Malaysia.
Due to the increased importance of marketing, concepts of marketing are continually evolving in the digital era. Creation of consumer tribe for brand promotion and consumption is one of the widely discussed concepts in marketing. As per literature, a tribe is a heterogeneous group of people presenting common interest and preferences for a brand. The links between consumer tribes are weak. Marketers through a marketing campaign, try to strengthen this relationship. Tribalism and tribe activity in favor of brand can be done through two approaches. The first approach is the postmodern approach which encourages users to get a higher status (Platinum, Gold or Silver) in the community via spending more. In contrasts, the second approach of a marketer is based on stimulating and activating a group of users through an opportunity or threat, i.e. limited time offers. However, the creation of tribes and the implementation of these campaigns are not well explained in the literature. Marketers always make haphazard efforts between these approaches while making campaigns. Gap has motivated the researchers to explore and investigate these paradigms of brand tribalism in detail. The current research paper explains and compares the two tribalism approaches. Through the collection of data from automobiles users across Pakistan, the authors have validated and compared both frameworks i.e. anthropological tribal approach and postmodern tribal approach. It has been concluded that the anthropologist approach is better in the context of car market of Pakistan. The researchers recommend the practitioners to follow one approach while creating brand tribes in relationship marketing. The article in detail has guidelines for the markers in the automobile industry. The paper also shares future research areas in brand tribalism for academicians.
This paper presents the results of a study that investigates the role of religiosity and perceived ethical values of marketers on marketing ethics, using the measure developed by Forsyth (1980). One dimension of the study is relativism and idealism affecting the importance of ethics moderated by religion. The study showed that people having high idealism have high ethics but having high relativism does not show that there is a decrease in ethics even both idealism and relativism were moderated by one’s strength of a religion. Overall, the study was found significant to as it and provides an understanding of marketing ethics in different cultures and company’s practices
The purpose of this study is to evaluate the determinants of decision making, purchasing motorcycles from students’ perspectives of University Sains Malaysia in Penang. The research model used in this study was adapted from “Model of Buyer Behaviorâ€. This study shows three factors (product, price, and place) affected the consumer’s decision on buying motorcycles in Penang, Malaysia. The primary data were collected from 415 students of University Sains Malaysia, main campus, and analyzed by using statistical techniques, like Percentage, mean and standard deviation. The result has shown that the mention three factors was significance in students’ decision on buying motorcycles. Most respondents have given importance to purchase the cheapest Motorcycles from competitors. The consumers give keen interest in shops distributing only Motorcycles and also respondents have an importance on Personal Relationship with owners/providers.
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