Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants

IF 3.8 Q2 MANAGEMENT

TQM Journal Pub Date : 2023-01-31 DOI:10.1108/tqm-08-2022-0248

A. O. Dandis, Mohammad Badi’ Al Haj Eid, D. Griffin, Robin Robin, Arnt Kyawt Ni

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引用次数: 1

Abstract

PurposeThis 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/approachAn 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.FindingsIn 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 implicationsThose 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/valueThis 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.

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顾客终身价值：快餐店关系利益、品牌体验、质量、满意度、信任和承诺的影响

目的本研究考察了约旦快餐店顾客终身价值的影响因素。这些因素包括关系利益、品牌体验、服务质量、满意度、信任和承诺。设计/方法/方法从503名受访者的样本中收集了一项在线调查。作者使用SPSS软件对构念之间的关系进行了测试，并对数据进行了分析。SmartPLS用于检验假设。发现与之前的研究相比，并非所有维度的品牌体验和关系利益都对关系营销结果（满意度、信任和承诺）产生了显著和积极的影响。另一方面，研究结果表明，SQ对关系营销结果有着显著而积极的影响。此外，研究表明，满意度、信任和承诺对CLV产生了显著而积极的影响。实际含义那些寻求提高CLV的FFR应该与客户建立牢固和可持续的联系。本文最后阐述了它的含义、局限性以及未来研究的机会。创意/价值这项研究在中东是独一无二的，包括管理客户关系的基本策略，可以普遍应用于提高客户利益和最大限度地提高企业绩效。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

TQM Journal Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

9.10

自引率

0.00%

发文量

114

期刊介绍： Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.