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Customer loyalty marketing research: A comparative approach between hospitality and business journals
Abstract:

Businesses, including the hospitality sector discovered the importance of customer retention as a key success factor. Thus, customer loyalty is a topic that has received much attention since the 1990s as relationship marketing has become a popular marketing scheme. The purpose of this study was to review published research on customer loyalty to better understand its evolution and development in the hospitality industry. Specifically, the study took a comparative approach by examining published research from academic hospitality journals and business journals. A total number of 262 articles were reviewed. Topical areas, industry application, and research methods were discussed. Lastly, study limitations were discussed

Keywords: Business research Consumer behavior Customer loyalty Hospitality research Relationship marketing
Author(s): .
Source: International Journal of Hospitality Management 33 (2013) 166–177
Subject: بازاریابی
Category: مقاله مجله
Release Date: 2013
No of Pages: 12
Price(Tomans): 0
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