Correlation of Customer Satisfaction and Loyalty: The Heritage Tourism Site of Dongguan Street in Yangzhou, Jiangsu Province, China — Oak Academic Publishing
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Correlation of Customer Satisfaction and Loyalty: The Heritage Tourism Site of Dongguan Street in Yangzhou, Jiangsu Province, China
College of Business Administration, Polytechnic University of the Philippines, Manila, Philippines
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College of Business Administration, Polytechnic University of the Philippines, Manila, Philippines
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School of Economics and Trade Management, Yancheng Polytechnic College, Yancheng, China
1 College of Business Administration, Polytechnic University of the Philippines, Manila, Philippines
2 College of Business Administration, Polytechnic University of the Philippines, Manila, Philippines
3 School of Economics and Trade Management, Yancheng Polytechnic College, Yancheng, China
The study utilized the descriptive-correlational research design. It evaluated customer satisfaction and loyalty in the context of various small, micro, and medium-sized businesses on Dong g uan Street in Yangzhou, Jian g 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 g uan Street.
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