Purpose – This paper reviews brand equity and customer satisfaction as they relate to customer loyalty and relationship marketing in an effort to understand and mitigate some of the challenges facing quick‐service restaurants (QSRs) today. Design/methodology/approach – The authors reviewed...

Purpose – This paper describes the variables researchers have found to be significantly associated with relationship marketing, those related to Guanxi, and the similarities and differences between them. Design/methodology/approach – The researchers reviewed 77 articles on the subjects of...

Looks at the dominance of relationship marketing (RM) in the current marketing debate and challenges some of the notions which appear to have grown up around the concept. In particular looks at a number of aspects of RM, which, despite the rhetoric, remain largely unsubstantiated. Examines the...

Purpose – This paper articulates the significant value of the role of the Chief Customer Officer, namely in the CCO's ability to create and leverage customer strategy. Design/methodology/approach – The paper offers a view of the evolution of the CCO over six years based on recently completed...

This study explores the potential for differences and similarities between two ways of conceptualizing customer satisfaction: current customer satisfaction (CCS) and anticipated customer satisfaction (ACS). The analysis shows that these two constructs share a substantial amount of variance, and...

Purpose – Arguing that increasing use of information and communication technologies (ICT) is shifting market power from suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing implications arising from this consumer empowerment...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Purpose – The paper aims to review the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments...

Purpose – The purpose of this paper is to show how interactive capability enabled by Web 2.0 has increased the potential for organisations to add value to their offerings by allowing customers to interact with the organisation and other customers of that organisation....