Bowen, John T; Chen McCain, Shiang-Lih - In: International Journal of Contemporary Hospitality Management 27 (2015) 3, pp. 415-430
Purpose – The purpose of this study is to reflect on Bowen and Chen’s study and provide insight for researchers to help them build loyalty models that will fit the consumer behavior of Millennials and managers as they build customer loyalty with Millennials. In 2001, Bowen and Chen developed...