Although there is growing interest in affiliate marketing networking as a newly emerged electronic distribution channel, little empirical research has explored this topic. Similarly, despite being widely employed to analyse organisations' behaviour and responses to the turbulent environment,...

Abstract: Purpose – The purpose of this paper is to explore the ways in which a transactional marketing approach can generate customer loyalty in a hotel brand. Design/methodology/approach – The paper provides a review of the paradigm shift from transactional marketing to relationship...