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Publication date: 14 October 2019

Sadia Cheema, Nirmal Ahsan, Sadaf Amjad and Zaira Yasmeen Bukhari

This study attempts to evaluate the antecedences of customer loyalty and the moderating effect of social media. Three antecedences are evaluated in this study, including…

Abstract

This study attempts to evaluate the antecedences of customer loyalty and the moderating effect of social media. Three antecedences are evaluated in this study, including service quality expectation, product innovation, and customer relationship management. It investigates their impact on the dependent variable, which is customer loyalty and also study their relationships in the presence of the mediating effect of customer satisfaction and moderating effects of social media. The present study was conducted in the hospitality sector of Pakistan, in which eight hotels and restaurants have been studied. The sample was collected from three major cities of Pakistan, namely, Multan, Faisalabad, and Lahore. This present study provides essential intuition for managers and market analysts on building strong customer relationship management through social media and to increase customer loyalty through different factors.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-83867-956-9

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To view the access options for this content please click here
Book part
Publication date: 14 October 2019

Abstract

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-83867-956-9

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