30
F. Preview Research
This previous research on this topic has been contacted by:
31
Table 2.1 Table Preview Research
RESEARCHER YEAR
TITLE VARIABEL RESEARCH
METHOD RESULT
Kofi Poku, Mariama zakari
and Ajara Soali 2013
Impact of
Service Quality
on Custome
r Loyalty in
the Hotel
Industry: An
Empirica l Study
from Ghana.
Internati onal
Review of
Manage ment and
Business Research
Vol.
2 Issue.2
ISSN: 2306-
9007 Service
Quality X
Customer Loyalty
Y Purposive
Sampling, Questioner
and Interview Multiple
Regression The relationships and
impact of the service quality variables are
further buttressed by the results of a simple
Probit
Regression Model
where the
elements of service quality
as against
customer loyalty status are fit into a regression
model. Responsiveness variable for the 3-star
hotel, empathy and assurance
variables play significant roles
in generating customer loyalty for the 4-star
and 3-star hotels, while reliability
generates loyalty for Lizzie
‘s hotel, a 2-star hotel.
Guest however, were least satisfied with the
tangibility
variable which does not also
make any significant impact on their loyalty
to
the respective
hotels.
32
RESEARCHER YEAR
TITLE VARIABLE RESEARCH
METHOD RESULT
Dr. Rashid Saeed, Fareeha
Nisar, Rab Nawaz Lodhi,
Dr. Moeed Ahmad and Dr.
Hafiz Muhammad
Arshad 2013 Impact of
Sales Promotion
on the Consumer
Loyalty in the
Telecomm unication
Industry in Pakistan.
J. Basic. Appl. Sci.
Res., 35901-
907, 2013. ISSN
2090- 4304.
Sales Promotion
X
Customer loyalty
Y
Simple
regression
Sales promotion
increases the
consumer loyalty
and as the sales promotion
expenditures increases so does
the
consumer loyalty. Increasing
trend has
also opened
many dimensions
of customer response.
The consumers are more prone to sales
promotion
and exhibit
switching behavior
between two
or more
networks to take the advantage of the
promotional discounts. As the
results also indicate that, the monetary
savings have high impact
on the
consumer loyalty as compare to the other
factors. But it does not
mean that
tendency of being loyal
or switch
between the
networks is due to the
quality of
services during the time period of sales
promotion.
33
RESEARCHER YEAR
TITLE VARIABLE
RESEARCH METHOD
RESULT
Satrendra Thakur and Dr. A. P.
Singh 2012 Brand
Image, Customer
Satisfactio n and
Customer Loyalty
Intention
a Study in the
Context of Cosmetic
Product among the
People among of
Central India
Vol.2 Issue 5,
May 2012, ISSN 2249
8834 Customer
Satisfaction X
Customer Loyalty
Intention Y
Correlation Path
In this research we have examine the relationship
between brand image, customer satisfaction and
loyalty intention in the context
of cosmetic
product of
selected company brand among
the peoples of central India, five benefit of
brand image has been discussed namely social,
functional,
symbolic, experiential
and appearance
enhance. Result has shown that
three brand image benefit namely functional, social
and appearance enhance has
positively and
significantly related to customer satisfaction and
loyalty intention and two benefit
namely experiential and symbolic
has no significant impact on customer satisfaction
and loyalty intention on the other hand result
indicate that there is a positive
relationship between
customer satisfaction and loyalty
intention. The results imply that marketing
manager should focus on the brand image to win
the customer satisfaction in order to make the
customer loyal about their product and service.
34
RESEARCHER YEAR
TITLE VARIABLE
RESEARCH METHOD
RESULT
Kamalakumati Karunanithy and
Dilani Rasanayagam
2013 Impact of
Customer Satisfacti
on on Customer
Loyalty.
Vol.3, No.7,
2013. ISSN
2224- 6096
ISSN 2225-
0581 Customer
Satisfaction X
Customer Loyalty
Y Regression
and Correlation
analysis According to the
model pricing and brand image are low
level
contribution with
customer loyalty. So other
factors may be of more influence with
customer
loyalty. These factors could
be evaluated by further
researches by
incorporating those variables. As
conclusion, through the development of
the variables and maintaining
the quality
of the
service or product would
definitely pave
way for
expansion of the customer increase
in net profit.
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G. Theoretical Framework