Identifying the drivers of relationship quality, satisfaction and customer loyalty has been the subject of much marketing research for over twenty years. However, there are a number of gaps in the literature, especially in understanding the nature of the drivers of customer loyalty over time. We...

Purpose – The purpose of this paper is to provide a cross‐cultural comparison of customer satisfaction research in the USA and Japan. Design/methodology/approach – The Multinational Corporation (MNC) in this study applies a standardized research approach worldwide to measure satisfaction...