With services becoming the impetus of growth in economies across the world, quality has emerged as one of the critical issues that need adequate attention. Customers have a larger role to play in defining the success of services as these are customer-oriented in nature. The complex nature of...

The purpose of this paper is to examine how brand image, value equity (conceptualized as relationship value), and relationship equity (conceptualized as relationship quality) and customer loyalty play a vital role in the Egyptian business to business market-and to test it empirically in...

To keep the customer loyal, today relationship marketing gets more and more attention in hospitality industry especially in the hotel business. This article develops a model of relationship marketing to empirically investigate: (1) the effect of emotions on relationship quality; and (2) and the...

In one hand, marketers have privileges to obtain additional information about their target markets through the online businesses. On the other hand, customers and other stakeholders have an enormous flow of information to compare between competitive value propositions, available in the market....

This article develops and tests the model for the determinants of satisfaction and loyalty. The aim of this study is to analyze: (1) the effect of confident on relationship quality, (2) the effect of confidence on mutual benefit, (3) the effect of mutual benefit on relationship quality, (4) the...

Purpose – The purpose of this paper is to explore how a change to a US policy about product testimonials affected bloggers and to understand bloggers’ perceptions of the organization-blogger relationship (OBR). Design/methodology/approach – This study utilizes a survey ( n =173) with...

Purpose – Banks and corporate customers have realized that bank-corporate relationship is important but little is known about why and how banks establish and exploit relationships. No comprehensive theory has explained relationship banking and in order to get a better understanding the purpose...

Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers’ values composition may predispose them to interpret their relationships...

Notes that the role of brand as more than just a marketing communications icon is increasingly obvious to leading businesses. Brand drives nearly two‐thirds of customer purchases and impacts nearly every function area of the business. It stands to reason, then, that extending the equity of the...

In this study, a framework is developed that can be used to build “Web equity”, which is defined as consumer familiarity and perceptions about a Web site. The framework is rooted in traditional brand equity dimensions (brand awareness and brand image) and is supported by four categories of...