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The purpose of this study is to reflect on Bowen and Chen’s study and provide insight for researchers to help them build loyalty models that will fit the consumer behavior of Millennials and managers as they build customer loyalty with Millennials. In 2001, Bowen and Chen developed and implemented a research framework for hotel managers to identify attributes that will increase customer loyalty. Since 2001, a major shift has taken place: demographically, as Baby Boomers retire and pass on, Millennials will become the dominant generational segment.

The authors use a review of literature to accomplish its purpose.

The authors argue that the loyalty models developed for Boomers will not be a good fit for Millennials. Three propositions are presented in the paper to help researchers develop models that will explain the customer loyalty of Millennials.

Implications are presented for researchers wishing to investigate the antecedents and consequences of loyalty for Millennials.

The transition from Boomers to Millennials creates a number of opportunities and challenges for managers, which are discussed in the paper.

There has been a dearth of empirical research on customer loyalty models developed for Millennials. This paper is a commentary on past models developed for Boomers and the transition needed to develop models for Millennials. It is hoped this dialogue will spawn research that develops loyalty models for Millennials.

The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement.

Data were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis.

Results showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement.

This study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry.

Examining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing.

The purpose of this paper is to examine millennial customer perceptions of food trucks and to identify factors that can foster their behavioral intentions pertaining to food trucks.

The study is based on a sample of 247 millennial customers of various food truck vendors in the United States and was assessed using ordinary least squares regression analysis.

Food truck image and employee friendliness were found to impact both customer satisfaction and word of mouth behavior; however, the other hypotheses were not supported.

There were two limitations. The first was that one of the constructs did not achieve the minimum average variance extracted. The second was that data collection was done in a single city in the United States; therefore, future research could overcome these limitations through a refinement of the construct’s items and targeting more cities.

There has been limited academic research on the millennial customer perceptions of the food truck phenomenon. This research addresses that gap through a field study that examines factors that contributed to the growth and popularity of food trucks among millennials

The purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of brand equity for the winery.

A survey was developed to evaluate winery tasting room experiences based on standardized brand measurement scales. In total 80 millennials visited tasting rooms and then completed the survey to evaluate their experience.

The results of this research empirically support the anecdotal evidence that, through positive emotions associated with the tasting room experiences, wineries can cultivate relationships with millennial customers that may lead to long‐term, profitable relationships through continued patronage and brand loyalty.

Practical application of this study suggests that carefully orchestrating a tasting room experience to create a positive experience for the millennial customer appears to be a critical component of post‐purchase attitudes and building brand equity. In addition, customer commitment, product quality, service quality, and fair pricing are also significant predictors of brand equity.

The purpose of this study is to examine the attitudes of Millennial wine consumers and determine if positive evaluations of the winery's web site lead to increased trust in the winery and perceptions of product quality, higher levels of brand equity, and increased purchase intentions. The tasting room experience will be evaluated for consistency with the image created by the web site and the meeting of Millennial expectations during the web site visit.

In total, 122 young people (Millennials) with an average age of 23 were asked to visit winery web sites and then evaluate the web sites for quality and perceptions formed relating to the overall image of the winery and its products. The participants were then asked to visit the winery and evaluate their winery experience and its products.

Web site quality was a significant predictor of increased trust in the winery and perceptions of the quality of the wine. Web site evaluations of brand equity carried over to influence evaluations of brand equity after the tasting room experience. When visiting the winery, the more the customers' expectations were exceeded, the higher the level of customer satisfaction with the tasting room experience.

The research findings were based on a small convenience sample of 122 undergraduate US business students from Northern California. Future research should study larger and more diverse samples of the Millennial consumer.

Wine brands attempting to attract the Millennial customer should consider paying close attention to the design, development, and maintenance of a web site that appeals to the savvy Millennial consumer.

The potential for web sites to impact young adults' perceptions of the winery's image, trust in the winery, perceptions of wine quality, and intentions to visit the winery based on these perceptions has not previously been examined.

After a successful run for many years as a resilient consumer electronics giant, Best Buy was under intense pressure at the end of 2014. Even as competitors like Circuit City melted away, Best Buy had been able to withstand the onslaught of online behemoth Amazon and discount retailers like Target and Walmart. However, its competitive position was threatened as online shopping became more popular, particularly among millennial customers.

With a new leadership team, Best Buy had recently undertaken bold initiatives to expand and refine its online presence and position itself for success. These initiatives had produced encouraging results, but Best Buy needed to do more to stem the loss of market share to Amazon and to become more relevant to millennial customers. To address these challenges, Best Buy approached the Kellogg School of Management to solicit ideas from student teams by sponsoring a Business Challenge competition. The teams came up with several strategic initiatives. Best Buy needed to evaluate these initiatives on two criteria: First, how well did these initiatives leverage Best Buy's privileged physical assets (stores, salespeople, and Geek Squad services staff) to create a winning customer experience? Second, how effective would these initiatives be in attracting and retaining millennial customers?

The purpose of this study is to highlight the role that service firms can play to improve societal health and create symbiotic value, defined as value created as a result of collaborative relationships between the firm, its employees, customers and the communities in which it operates.

This manuscript examines the case of Millennials as they make up a dominant portion of the current workforce in society and proposes a conceptual framework for symbiotic value creation.

This study identifies the need to develop supporting mechanisms for the growing role of Millennials as employees and members of society that ultimately, in turn, create symbiotic value.

The paper proposes an integrative framework beyond the traditional and siloed examination of linkages between employee, customer, firm and society, creating new opportunities for extending a service theory and practice.

This study aims to examine factors driving millennial loyalty towards artificial intelligence (AI)-enabled mobile banking services in Islamic banks.

This research collected the data from 204 millennial customers of Islamic banks in Aceh, Indonesia. Partial least square (PLS) was used to evaluate the effect of service factors (the need for service and service quality), technology-based factors (attitudes towards AI, relative advantage, security and trust) and religiosity on millennial loyalty towards AI-enabled mobile banking.

This inquiry reveals that service quality, attitude towards AI and trust are determinants important for millennial loyalty towards AI-enabled mobile banking. Further, this research notes the significant role of religiosity on millennial loyalty towards mobile banking services.

This study suggests Islamic banks focus on developing millennial trust and attitude towards AI to increase their loyalty towards AI-enabled mobile banking services. Further, Islamic banks operation that complies with Islamic law is strongly suggested to develop millennial loyalty.

To the best of the authors’ knowledge, this is the first study that tries to scrutinize loyalty towards AI-enabled mobile banking.

There is considerable interest in the value of user-generated content (UGC) and its antecedents. Despite its growing importance, existing studies have largely ignored the effects of UGC on customers’ responses to recovery efforts in the fashion industry. The aim of this paper is to examine the extent to which UGC influences customers’ responses to providers’ service failure and recovery efforts, particularly how millennials’ interactions impact recovery efforts.

The study uses a phenomenological hermeneutics and adopts theoretical sampling to collect empirical data from three European countries (France, Italy and the UK). The authors interviewed 60 millennials who had online service failure experiences in online fashion. This methodological framework was designed to illustrate the close relationships between subject and object as well as identify that data analysis and collection are undertaken in relation to consistent iterative interpretations in an evolving process of study. Drawing on multi-theoretical lenses, using actor–network and social influence theories, this study advances understanding through the development of a new conceptual model relating to individual characteristics.

Using actor–network theory and social influence theory, this study developed a conceptual model of four customer groups’ responses to service failure based on the severity of service failure and the level of customers’ online response following service failure.

The authors suggest some pragmatic implications of their conceptual model and explain how awareness of different customer groups can lead to effective decision-making for marketers. This study provides a set of practical insights that brand managers can use to recover service failures.

Millennials, a cohort of young consumers, are the primary group of shoppers via e-commerce. This study aims to identify Chinese individual cultural values in millennials and examine the role of perceived shopping (hedonic and utilitarian) values in creating e-loyalty.

Data were collected from 296 Chinese millennials who use online shopping websites and apps. Confirmatory factor analysis was used to examine the validity and reliability of the methodology. Structural equation modeling was employed to test the proposed hypotheses.

All hypotheses were supported except one: the respondents rejected the impact of the face value on utilitarianism. The findings confirmed that Chinese individual cultural characteristics (face and Yuan) impact perceived shopping values (hedonic and utilitarian). Furthermore, these shopping values significantly influence e-loyalty.

The study's findings suggest some implications that academicians and market practitioners should consider. Additional implications for business managers focus on cultural characteristics, strong local teams, market-based approaches and long-term strategies.

The present work highlights the online shopping behavior of Chinese millennials by exploring e-loyalty, considering its two dimensions.