The basic concern for the tourism sector is to retain customers during Covid-19 time. In this regard, it is important to examine the role of social media marketing and destination to develop brand love and loyalty which lead to sustainable competitive advantage. This study used a cross-sectional research design and a quantitative approach to collect data from the respondents. The data were collected from the customers of hotels in UAE. 450 respondents were approached by convenience sampling. The response rate of this study was 55.9 percent. For the analysis of the collected data, PLS-SEM was used. The results of the study support the proposed hypotheses. Besides, the mediating role of brand love and loyalty was also supported. 

Exploring the Effect of Social Media Marketing and Destination image on Destination Loyalty in Covid-19 Times: Sequential Mediating Role of Brand Love and Brand Loyalty

Due to growing environmental concerns, green marketing has become increasingly important in meeting consumer demand and improving a brand’s image and reputation. Green marketing follows the same principles as traditional marketing, but focuses on using eco-friendly materials, production methods, packaging, pricing, distribution channels, and promotion. By incorporating green marketing into a branding strategy, companies can benefit by creating a solid brand image and strengthening their position in a highly competitive market. This paper is based on a review of literature, and aims to summarise and classify extant research on green marketing. The paper reviews green marketing as a new way of creating a sustainable competitive advantage. The literature review establishes the difference between traditional competitive advantage and sustainable competitive advantage. Finally, it introduces a conceptual framework for the development of sustainable competitive advantage, including relationship marketing, green marketing, and the components of traditional competitive advantage. 

https://e-journals.ku.lt/journal/RFDS/article/2860/file/pdf

The Role of Green Marketing in Creating a Sustainable Competitive Advantage

Purpose Given the digital transformation of service businesses by providing online food services and the influence of online reviews on consumers’ purchasing decisions, this study examines how service recovery attributes in different stages influence relationship marketing strategies, i.e., relationship quality and customer loyalty after service failure. This study is built upon a revised service recovery cycle model by accounting for three stages and their corresponding attributes; whereon a conceptual stage model of service recovery is proposed. This conceptual stage model incorporates stages of service recovery, their respective attributes, and how they influence relationship marketing strategies. Design/methodology/approach An online marketing company was employed for data collection in 2019, which resulted in 301 valid responses. A Structural Equation Model (SEM) was conducted with all the data to test the relationships between the constructs. The individual measurement model was tested using the Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). A structural model was estimated using AMOS to test all the hypotheses. Findings The findings demonstrate that the attributes (i.e., response speed, compensation) paired with the first two stages of service recovery can significantly influence consumer loyalty in a positive state. The findings also manifest the intermediary role that relationship quality has played in the association of service recovery and consumer loyalty, which implies that the food delivery businesses could attain a more comprehended relationship quality with consumers through active and timely compensatory service recovery consumer loyalty to the food businesses. Originality/value This study examines how these different stages of the service recovery cycle influence the decision-making of relationship marketing strategies (i.e., relationship quality, customer loyalty) on the prerequisite of service failure. This study aspires to expand the service recovery research by objectifying a conceptual stage model of service recovery, incorporating stages’ recovery attributes and how these recovery attributes reciprocally influence relationship quality and customer loyalty.

Recover From Failure: Examining the Impact of Service Recovery Stages on Relationship Marketing Strategies

The purpose of this study is to analyze two estimation models related to relationship marketing in business-to-business interactions in the context of emerging economies. We compare two estimation models – one based on a dyadic approach and another based on a non-dyadic approach. We estimate these two models and compare their results to see which one is more suitable to be used as a theoretical relationship marketing model. We developed a survey comprising 204 dyadic observations of retailers and their suppliers and used a purposive sampling method. Three different observations correspond to three different estimation models. This study shows that the estimation model based on a dyadic approach has a better model fit than the model based on a non-dyadic approach regarding relationship marketing in a business-to-business context. The dyadic model also gives more accurate information to explain behaviour among companies involved in business relationships. Furthermore, this study explains how to examine estimation models in a relationship marketing context using dyadic and non- dyadic approaches. We also develop methods for examining dyadic perceptions of companies involved in business relationships. Our results contribute to the IMP school of thought in relationship marketing.

/pdf/relationship-marketing-estimation-model-in-emerging-1ds98vwfc3.pdf

Relationship Marketing Estimation Model in Emerging Economies: Dyadic Versus Non-dyadic Approach

An Investigation of Consumers’ Negative Attitudes Towards Banks

The relational approach to marketing sets customer loyalty as a strategic tool given that many firms have come to realize the economic importance of a loyal customer base.  Most often than not financial institutions tend to depend on tangible resources to gain competitive advantage while placing less emphasis on intangible resources such as customer loyalty. Thus, the main motivation for conducting this research is to ascertain the mediating effect of customer loyalty on relationship marketing strategies and sustained competitive advantage. A questionnaire was extracted from relevant existing literature. It was administered on 300 bank relationship officers in Ghana with the underlying reason that they have what it takes to establish linkages among the various constructs. Hierarchical regression analysis was used to assess the impact of customer loyalty on relationship marketing strategies and sustained competitive advantage. The study revealed that, there is a positive relationship between research marketing strategies and sustained competitive advantage (  = .198, p< 0.131). But this impact is not significant as the significant level is 0.131, which is way above the standard significant value of 0.05. Thus, holding all other variables constant, relationship market strategies will have an impact of 19.8% on sustained competitive advantage though the impact is not significant (i.e. 0.131). The situation seems different when customer loyalty was introduced as a mediating factor. Findings show that, holding all other variables constant, customer loyalty accounts for 40.9 % change in sustained competitive advantage. In quintessence, this result proves that a unit change in customer level will induce 40.9% change in the sustenance of the banks’ competitive advantage. In other words when customer loyalty is increased by 1%, suggests that sustained competitive advantage will be increased by 40.9%. The significance level of this outcome in reference to the study results was 0.000, which is less than the typical value of 0.01 indicating that the variance between the two variables in question was perfectly significant. The study recommends to banks wishing to attain sustained competitive advantage to first focus their relationship marketing strategies on achieving customer loyalty by effectively communicating customers’ needs, exhibit high degree of professionalism in the discharge of their banking duties and be prompt in handling customers grievances.

Empirical conceptualization of Customer loyalty on relationship marketing and sustained competitive advantage

Relationship Marketing: A Strategic Tool for Sustainable Competitive Advantage

Despite the developing body of literature on service dominant logic, the concept seems to have limited exposure, leaving the vast majority, especially academics and practitioners in most developing countries in oblivion. This paper assesses the level of dissemination of service dominant logic in Ghana, and further examines how the logic can be applied to supply networks to improve business processes and performance across the African continent.This empirical qualitative research adopts the constant comparative analytic approach to generate concepts and categories through various stages of coding. The findings revealed that almost all participants sampled have no prior knowledge about the existence of the logic. This notwithstanding, Practitioners based on knowledge acquired during the interview process were optimistic that applying service dominant logic to supply networks can lead to improvements in business performance. The paper thus addresses the deficiency of service dominant logic’s dissemination to academics and practitioners in the Ghanaian context, whilst providing support for its significance in improving performance when applied to supply networks.

MD Service-Dominant Logic and Supply Networks: Missed Opportunities for Businesses in Ghana?

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Empirical conceptualization of Customer loyalty on relationship marketing and sustained competitive advantage

Relationship Marketing: A Strategic Tool for Sustainable Competitive Advantage

MD Service-Dominant Logic and Supply Networks: Missed Opportunities for Businesses in Ghana?