Purpose: The purpose of this research was to identify the drivers of customer loyalty in the context of green marketing. In particular, the extended theory of reasoned action model specified here added crucial constructs in consumer behavior, namely, consumers’ trust and beliefs about...

Purpose: This services marketing research provides a theoretical framework for experiential and relationship marketing and extends the theory of transcendent customer experience (TCE). Specifically, this paper aims to identify how the drivers (emotional intelligence [EI]), outcomes (customer...

This paper aims to provide practical solutions to key challenges currently faced by the hotel industry in Canada in the context of enhancing customer experience. Specifically this research paper includes a brief literature review, key information on Canada, its tourism industry, hotel industry...

Purpose: The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach: Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and...

Purpose: The purpose of this study is to examine how social media facilitates the process of customer engagement in quick service restaurants (QSRs). Customers characterized as transactional customers, loyal customers, delighted customers or fans, based on the degree of relational exchange and...