%0 Journal Article
%T Correlation of Customer Satisfaction and Loyalty: The Heritage Tourism Site of Dongguan Street in Yangzhou, Jiangsu Province, China
%A Zhide Luo
%A Ador G. Paulino
%J Journal of Service Science and Management
%P 161-191
%@ 1940-9907
%D 2023
%I Scientific Research Publishing
%R 10.4236/jssm.2023.163011
%X The study utilized the descriptive-correlational research design. It
evaluated customer satisfaction and loyalty in the context of various <span><span><span style=\"font-family:;\" \"=\"\">small, micro, and medium-sized businesses</span></span></span><span><span><span style=\"font-family:;\" \"=\"\"> on Dong</span></span></span><span><span><span style=\"font-family:;\" \"=\"\">g</span></span></span><span><span><span style=\"font-family:;\" \"=\"\">uan Street in Yangzhou, Jian</span></span></span><span><span><span style=\"font-family:;\" \"=\"\">g</span></span></span><span><span><span style=\"font-family:;\" \"=\"\">su
Province, China. Customer satisfaction was established using the eight factors
of the Customer Service Theory, namely: 1) speed, 2) transparency, 3)
availability and accessibility, 4) friendliness, 5) simplicity, 6) empowerment,
7) accuracy, and 8) details. Customer loyalty was established using the four
stages of customer loyalty, namely: 1) cognitive loyalty, 2) affective loyalty,
3) cognitive loyalty, and 4) action loyalty. Thereafter, the two variables were
analyzed further to determine their association. Based on the study¡¯s findings,
conclusions were drawn, and recommendations were forwarded to strengthen the
marketing strategies of the small, micro, and medium size business enterprises
on Dong</span></span></span><span><span><span style=\"font-family:;\" \"=\"\">g</span></span></span><span><span><span style=\"font-family:;\" \"=\"\">uan Street.</span></span></span>
%K Customer Satisfaction
%K Loyalty
%K Heritage Tourism Site
%K Dongguan Street
%K China
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=124710