British Journal of Marketing Studies (BJMS)

EA Journals


Influence of Customer Emotions on Customer Loyalty among Star-Rated Hotels in North Rift, Kenya (Published)

With business competition becoming more intense, the most important issues that sellers face are on providing excellent quality products or services and keeping loyal customers to ensure long-term profit to their organizations. As such, the development and sustainability of customer loyalty is important in creating and maintaining competitive advantage. One way that organizations can enhance customer loyalty is by cultivating positive emotional connection through enhanced service experiences. The study sought to determine the relationship between customer emotions and consumer loyalty among star-rated hotels in North Rift, Kenya. The research adopted a descriptive survey research design. The target population for the study was made of 1416 loyal customers from the fifteen (15) star-rated hotels in North Rift region of Kenya. The sample size was 455 guests obtained using a stratified random sampling method. Data was collected using a questionnaire. Structural Equation Model (SEM) was applied with R-value being estimated to analyse and test hypotheses. The results of the study showed that customer emotions played a significant role in achieving customer loyalty among star-rated hotels in the study area (p < 0.05). Specifically, variables like felt comfortable, welcomed, contented, secure, important, entertained, relaxed, elegant, cool, excited, sophisticated and respected among others were found to enhance the loyalty of customers. On the other hand, negative emotions such as my request were nullified, felt displeased, ignored, angry, anxious, discontent, worried, sad, and ashamed among others were found to discourage customer loyalty. Therefore, the study recommends that hotels should pursue positive customer emotions in order to enhance the loyalty of their customers.

Keywords: Customer Emotions, Kenya, Loyalty, North Rift, star-rated hotels

Studying the Determinants Affecting the Consumers’ Loyalty of Traditional Market in Ho Chi Minh City (Published)

This study aims to explore the factors affecting consumers’ loyalty to traditional markets in Vietnam. This is one of the first research papers to develop the measurement scale as well as the theoretical model illustrate the relationship between service quality, customer satisfaction and customer loyalty to traditional markets. The research results surveyed customers who regularly shop at traditional markets in Ho Chi Minh City (HCMC), the theoretical model taken together with the scale five level. The official quantitative studied with a sample of 300 customers (shoppers) who are regular shopping experience. The data collected from January 2017 to March 2018 in HCMC and random sampling technique. The Data analyzed Cronbach’s Alpha and the exploratory factor analysis (EFA) which used for Structural Equation Modelling (SEM) technique. The tested results have nine out of ten accepted hypotheses. Quality of service, satisfaction and cultural factors are the positive factors, directly to the loyalty of consumers with traditional markets. This result provides a new dimension of loyalty in the Vietnamese retail market. Finally, the researchers have managerial implications for improving consumers’ loyalty with traditional market in the future.

Keywords: Customers, HCMC., Loyalty, Satisfaction, Traditional Markets

The Impact of Perceived Value, Quality, and Loyalty on Purchase Decision in the Accessories Department: Study on Saudi Females (Published)

The main purpose of this research is to study and investigate the impacts of perceived value, quality, and loyalty on the purchase decision. Furthermore, to understand the mediator impact of brand trust between the relation of consumers’ perceived value and the purchase decision. This research contains a study that is considered as an empirical study that follows a quantitative method and probability sampling technique. The questionnaire was conducted using internet-based survey where the sample includes random Saudi females living in Riyadh. The study shows that loyalty and quality have significant statistical impacts on the decision making. On the other hand, it shows that perceived value, has an influence on the brand trust but not on the purchase decision.

Keywords: Brand Trust, Loyalty, Perceived Value, Purchase decision, Quality


This article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banks’customers brand commitment and loyalty behaviours. However, continuance loyalty weighted highly positive on customer advocacy behaviourthan affective loyalty. Conclusions: the study concluded that customer relationship management strategy helps in winning customers brand commitment and loyalty. Thus, continuance factors are suitable for predictingadvocacy intentions of customers of Nigerian banks. Recommendations: the study recommended for strategicpolicy makers in the Nigeria financial sectorto improve on their firms’CRM infrastructure in order to continually meet customers’ expectations.

Keywords: Customer Relationship Management, Loyalty, brand commitment, customer advocacy


The objective of this research paper is to assess the role of relationship marketing in winning customers’ loyalty in the mobile Phone industry in Pakistan. De-regularization of the telecommunication sector in Pakistan has created huge competition to capture the maximum market share. For this purpose, industry marketers and planners are exercising various relationship marketing strategies to attract new customers and retain the old ones. To analyze the role of relationship marketing in building customers’ loyalty, the author has selected four independent variables such as service quality, price perception, brand image and value offers while customer’s loyalty is taken as dependent variable. A structured questionnaire containing 24 closed ended questions was developed to collect data from the field. The data was analyzed through Likert- scale. This scale is defined with 5 options of strongly agree on 5 and strongly disagree on 1. In order to check the reliability of the variables, a reliability test was conducted on 20 respondents of different age groups with different occupations. The results of this test showed positive significant relationship among the variables. The results of this study are robust and consistent with previous studies. This study provides in-depth knowledge about mobile users and cellular companies operating in Pakistan can take benefit from it.The finding of this research study is expected to be beneficial for the managers of the mobile operators in their decisions relating to the relationship marketing issues that are connected with the needs of the customers. These needs and interests of the customers, in turn, can increase their revenue and profits in the long-run.

Keywords: Brand, Customer, Loyalty, Marketing, Quality, Relationship, Satisfaction, telecommunications


Customer satisfaction and loyalty have been identified as critical success factors in any business organization. Recent developments in the Nigerian telecommunications industry indicate that the operators engage in several marketing activities to ensure that their subscribers are satisfied and brand loyal. However, most subscribers complain about the quality of services and some switch from one operator to the other or use several lines. Consequently, this paper examined the marketing activities that influence customer satisfaction and the factors that determine customer loyalty in the industry. Based on a contemporary definition of marketing, five constructs (product, price, distribution, promotion and customer service) were identified and tested. For the purpose of the study, a sample size of one thousand (1000) respondents was selected from Lagos State, Nigeria through purposive sampling technique and data were obtained employing a structured close-ended questionnaire. The results revealed that product (core service), promotion and distribution have a higher impact on the level of customer satisfaction. It was also found that, apart from customer satisfaction, trust is a major determinant of customer loyalty in the telecoms market. On the bases of these findings, a number of recommendations for telecom operators and the Nigerian government were outlined.

Keywords: Customer Satisfaction, Loyalty, Marketing Activities, Nigeria, Operators, Subscribers


The banking industry is constantly facing increasing competition partly due to financial liberalization and technological developments. To survive in an environment of intense competition more Banks have adopted technology – based service options in order to provide excellent customer service to enhance customer loyalty. However, it is becoming increasingly difficult for Agricultural Development Bank Ltd. in Sunyani to satisfy and retain its customers, who are often demanding improved quality services. Failure of the Agricultural Development Bank in Sunyani to efficiently adopt information technology like ATMs, branch networking, etc in the delivery of banking services has slowed down the processes of delivery of banking services leading to queuing and unnecessary service failures which may make it difficult to satisfy and retain the customers. The purpose of the research was to investigate the role of information technology in the development of loyalty in banking. Empirical data for the study were collected through interviews and questionnaires. The results of the study indicate that despite the introduction of IT in service delivery by the Agricultural Development Bank Ltd. in Sunyani, service quality is still low. However, IT has played the role of enhancing customer loyalty by making banking services more personalized, convenient and time–saving. The management of Agricultural Development Bank Ltd. in Sunyani needs to concentrate much of its efforts in terms of time and financial resources to provide quality services by improving the perceived performance of the electronic banking facilities so as to enhance customer loyalty

Keywords: Customer, Development, E-Zwich, Information, Loyalty, Technology


This study aims to examine and analyze the influence of Utilitarian Value,
Hedonic Value on Customer Satisfaction and Loyalty with Demanding Customers
Moderation among customers of Modern Café in Surabaya. This study was
conducted at the modern coffee bar (coffee shop) customers in Surabaya. In
accordance with the data obtained from the Department of Tourism Surabaya, there
are 14 modern coffee shop with 41 stands scattered in Surabaya. Sample used in this
study is modern coffee bar customers (coffee shop) in Surabaya that is 600 persons,
sampling techniques is using non -probability sampling, that is with accidental
sampling that encountered by the researcher while visiting modern coffee shop and
the determination of respondents numbers in each shop coffee is determined by
using percentage based on the number of coffee shops in Surabaya. Techniques of
analysis in this study is using Structural Equation Modeling (SEM) with AMOS 19
The conclusion of this study result are : t utilitarian value does not have
significant influence on customer satisfaction at the modern coffee shop. Hedonic
value has significant influence on customer satisfaction in a modern coffee shop.
Demanding customer does not moderate the influence of utilitarian value on
customer’s satisfaction at the modern coffee shop. Demanding customers moderates
the influence of hedonic value on customer satisfaction in a modern coffee shop.
Satisfaction significantly influence customer loyalty of modern coffee shop.
Utilitarian value has no significant influence on customer loyalty in modern coffee
shop. Hedonic value has significant influence on customer loyalty in modern coffee

Keywords: Customer Satisfaction, Hedonic Value, Loyalty, Utilitarian Value, and Demanding Customer

Scroll to Top

Don't miss any Call For Paper update from EA Journals

Fill up the form below and get notified everytime we call for new submissions for our journals.