In this competitive commercial world, an organization has to satisfy the needs and wants of the customers, and has to attract new customers, and hence enhance their business. Customer value is considered as a control element for all business strategies. Therefore, every organization has to...

Relationship marketing is emerging as a new phenomenon however; relationship oriented marketing practices date back to the pre-Industrial era. This study expressed that how relationship marketing helps to build the customer loyalty. Relationship marketing has been measured through following...

Tourism has been identified as the major industry to develop the world economy through regional development. Being aligning to this, tourists' intention to visit Sri Lanka is aroused by Sri Lanka Tourism promotion, though keeping more weight on its world heritage destinations there is a...

Today, the fast-growing mobile phone industry necessitates marketers to develop strong customer-brand relationships in order to maintain a loyal customer base and prevent them from switching to other competitive brands in the market. In such a context; the concept of ‘Brand Romance’ is...

Tourists’ destination loyalty (TDL) has been well researched in tourism literature. Yet an extended model that can incorporate various concerned constructs for TDL i.e. image, quality, satisfaction and complaints has been an absence. This study endeavours to bridge this gap by modelling TDL...

Destination Image (DI) and tourists’ Destination Loyalty (DL) have been attractive topics in tourism discourse though comparisons of different tourist groups are dearth. It is questionable whether DI and behavioral intentions remain same within different groups from different regions. Tourism...

Purpose - This study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers. Design/methodology/approach - This study follows the positivism research paradigm. Hence, primary data were collected from 250...