Country Image Effect on Customer Loyalty Model
Year: 2017
Type: article
Study design: Observational Study
Abstract: Country image is viewed as the overall perception of consumers from a particular country, based on their prior perception of the country’s production and marketing strengths and weaknesses and this image affect customer attitudes like customer loyalty. The purpose of our study was to de-velop and validate a customer loyalty model with country image effect in the context of Hot Springs. Based on marketing literature, a comprehensive set of constructs and hypotheses was compiled with a methodology for testing them. A questionnaire was constructed and data were collected from 295 customers of 14 most known Hot Springs in Turkey. Structural equation mod-eling techniques were applied to analyze the data. The results indicated that country image affect customer loyalty and customer loyalty’s antecedent.
Authors: Hasan Ayyıldız, Ekrem Cengiz
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2617913040