Dandis, Ala' Omar and Al Haj Eid, Mohammad and Griffin, Denis and Robin, Robin and Ni, Arnt Kyawt (2023) Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants. The TQM Journal. ISSN 1754-2731
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Customer lifetime value in fast food restaurants - 2022 - Dandis al-Haj-Eid Griffin Robin Kyawt-Ni.pdf - Accepted Version Available under License Creative Commons Attribution Non-commercial. Download (304kB) | Preview |
Abstract
Purpose
This study examines factors that affect customer lifetime value (CLV) in fast-food restaurants (FFRs) in Jordan. These factors are relational benefits, brand experiences, service quality (SQ), satisfaction, trust and commitment.
Design/methodology/approach
An online survey was collected from a sample of 503 respondents. The authors used SPSS to test the constructs' relationships and analyse the data. SmartPLS was used to test the hypotheses.
Findings
In contrast to previous studies, not all dimensions of brand experiences and relational benefits had a significant and positive influence on relationship marketing outcomes (satisfaction, trust and commitment). On the other hand, results demonstrated that SQ had a significant and positive influence on relationship marketing outcomes. Furthermore, research reveals that satisfaction, trust and commitment significantly and positively influenced CLV.
Practical implications
Those FFRs that seek to enhance CLV should build solid and sustainable bonds with their customers. This paper concludes by stating its implications, its limitations and the opportunities available for future research.
Originality/value
This study, which is unique in the Middle East, includes essential strategies for managing customer relationship that can be universally applied to improve customer benefits and maximise the performance of businesses.
| Item Type: | Article |
|---|---|
| Keywords: | Brand experiences, Service quality, Customer satisfaction, Relational benefits and trust, Customer commitment, Customer lifetime value |
| Faculty / Department: | Faculty of Business, Law and Criminology > Liverpool Hope Business School |
| Depositing User: | Anna Ni |
| Date Deposited: | 20 Mar 2023 16:04 |
| Last Modified: | 13 Jun 2023 09:08 |
| URI: | https://hira.hope.ac.uk/id/eprint/3782 |
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