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...

Discusses the growing problem of poor customer service due to the unskilled personnel that are employed. Provides anecdotal evidence of service encounters where the experiences of the customers were unsatisfactory. Expresses the concern that the orientation has shifted from the customer to the...

Traditional marketing strategies assume that customers involve (e.g. search, assess, purchase, use) with products or services mostly at the end of their value chain as finished market offerings. This article challenges managers to invite target customers to be involved at all stages of the value...

Purpose – Understanding and delivering total customer experience (TCE) in order to sustain lasting customer loyalty (LCL) is increasingly important given the pressures of commoditization, globalization and market saturation in developed countries. The purpose of this paper is to review the...

Despite long‐standing interest in the quality movement by marketing scholars, marketing managers have not seized opportunities to provide leadership as the quality movement has centered attention on customer satisfaction. Significant corporate investments in quality programs suggest that the...

Purpose – This paper is a general review contextualising the current debate on ethics and international marketing. The aim of the paper is to present an overview of historical and current trends as a background for this special issue edition of International Marketing Review focusing on...

This paper examined engineers’ satisfaction with services of a building permission unit at a local municipality using a focus group, a questionnaire and follow‐up interviews. Obtained satisfaction indexes are reported. Differences in satisfaction levels were tested using parametric t‐tests...