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

International Journal of Business Society, Vol. 4, Issue 8
Abdullah Qasem Abdullah Al-HamziMamoon Ali Yaqoob Ismail
Dynamic Marketing CapabilitiesCustomer LoyaltyMarket Sensing CapabilityMarket Learning CapabilityShanghai Hospitality Industry
PDFRegular IssueDOI: 10.30566/ijo-bs/2020.33
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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.

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Article Information

Article Details
Volume & IssueVol. 4, Iss. 8
Publication DateSep 28, 2020
Authors
Abdullah Qasem Abdullah Al-Hamzi
Mamoon Ali Yaqoob Ismail
DOI
10.30566/ijo-bs/2020.33
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