Impact of Dynamic Marketing Capabilities on Customer Loyalty in Shanghai Hospitality Industry

Abdullah Qasem Abdullah Al-Hamzi; Mamoon Ali Yaqoob Ismail

Abstract: The purpose of this paper is to explore the impact of dynamic marketing capabilities dimensions (market sensing capability and market learning capability) on customer loyalty in the Shanghai hospitality industry. In this study, data were collected via a self-administered survey using a stratified random sampling method.
The sampling frame is 262 employees and managers working in the hospitality industry in Shanghai.
The results of the study showed that market sensing capability has a significant and positive influence on customer loyalty. Similarly, market learning capability has a significant positive impact on customer loyalty.

FULL TEXT PDF 1-9 ] DOI: 10.30566/ijo-bs/2020.33

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