The more a marketing paradigm evolves, the more long-term relationship with customers gains its importance. Also, the move towards a customer-centred approach to marketing, coupled with the increasing availability of customer transaction data, has led to an interest in understanding and estimating customer lifetime value (CLV). There are several researches about the CLV formulas and calculating...

Within the field of retailing, most companies have developed loyalty programs build around the concept of loyalty cards. Do these programs are really efficient? Do they really increase customer loyalty ? Few evidence come from the literature because very few empirical work has been done. The purpose of this paper is first to contribute empirically to a better knowledge of this kind of marketing...

Environmental/green marketing has emerged as one of the dominant paradigms in recent years. However, aspects, such internationalization, development artificial intelligence, and stress from growing global competitive forces, have brought about changes way leisure farms approach experiential with a significant environmental focus. In this context, concept relationship quality offers an opportuni...

The online merchant of an e-marketplace consists of an intermediary, providing the market infrastructure, and the community of sellers conducting business within that infrastructure. Typically, consumers willingly buy from unknown sellers within an e-marketplace, despite the apparent risk, since they trust the institutional mechanisms furnished by the relatively well-known intermediary. Consume...

The purpose of this paper investigates the effect of perceived value on customer loyalty through brand image and customer satisfaction in a lowpriced cosmetic brand, as well as to examine the moderating role of gender. The results showed that perceived value positively affects brand image and customer satisfaction. Brand image positively influences customer loyalty but does not influence custom...

Purpose As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from romance perspective, on loyalty smartphone users. Furthermore, examines gender differences in same relationship. Design/methodology/approach The adopted cross-sectional survey method and data was collected 300 respondents. Data analyzed usi...