Limitations and Future Research

This research has been subject to various limitations. First, communication, service quality, and customer perceived value were measured as an antecedent.

Further studies may use different antecedents to measure customer loyalty. Secondly, since the survey was conducted in Taiwan, most of the respondents consisted of Taiwanese customers. The survey results show the impact of cross-country cultural differences on customer loyalty. One of the major differences is language. Future studies can ask a question to the customer that their English skill level. Since the research compares Taiwan customers and citizens of other countries, future research can research western cultures' customer’s attitudes comparing with eastern cultures' customer’s attitudes.

References

Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58.

Asikhia, O. (2010). Customer orientation and firm performance among Nigerian small and medium scale businesses. International Journal of Marketing Studies, 2(1), 197.

Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804.

Ball, D. C. PS & Machas, A., 2004,‘The role of communication and trust in explaining customer loyalty’. European Journal of Marketing, 38(9/10), 1275-1293.

Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E., & Lee, J. (1996).

Customer-sales associate retail relationships. Journal of retailing, 72(3), 223-247.

Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7-27.

Chakrabarty, S., Whitten, D., & Green, K. (2008). Understanding service quality and relationship quality in IS outsourcing: Client orientation & promotion, project management effectiveness, and the task-technology-structure fit. Journal of Computer information systems, 48(2), 1-15.

Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM). Business process management journal.

Chiou, J. S. (2004). The antecedents of consumers’ loyalty toward Internet service providers. Information & Management, 41(6), 685-695.

Chou, S., & Chen, C. W. (2018). The influences of relational benefits on repurchase intention in service contexts: the roles of gratitude, trust and commitment. Journal of Business & Industrial Marketing.

Christy, R., Oliver, G., & Penn, J. (1996). Relationship marketing in consumer markets. Journal of marketing management, 12(1-3), 175-187.

Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective. Journal of marketing, 54(3), 68-81.

Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in consumer research, 12(1).

Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships.

Journal of marketing, 51(2), 11-27.

Emir, O. (2013). A multi-national satisfaction analysis: An application on tourists in Antalya. Turizam: međunarodni znanstveno-stručni časopis, 61(4), 347-359.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.

Huang, H. L. (2014). Performance effects of aligning service innovation and the strategic use of information technology. Service Business, 8(2), 171-195.

Ismail, A., Abdullah, M. M. B., & Francis, S. K. (2009). Exploring the relationships among service quality features, perceived value and customer satisfaction. Journal of Industrial Engineering and Management (JIEM), 2(1), 230-250.

Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism management, 27(3), 437-452.

Green, K. W., Chakrabarty, S., & Whitten, D. (2007). Organisational culture of customer care: market orientation and service quality. International Journal of Services and Standards, 3(2), 137-153.

Gummesson, E. (2008). Quality, service-dominant logic and many-to-many marketing. TQM Journal, 20(2), 143.

Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management, 21(4), 321-338.

Knutson, B. J. (1988). Frequent travelers: Making them happy and bringing them back. Cornell Hotel and Restaurant Administration Quarterly, 29(1), 82-87.

Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. Journal of marketing, 69(4), 177-192.

McDonald, M. A. (1996). Service quality and customer lifetime value in professional sport franchises.

Ming, V., & Chen, J. M. (2002). Building a value measurement model for CRM system–an empirical study based on quality function development. Soochow Journal of Economics and Business, 39(December), 1-36.

Moliner, M. A., Sánchez, J., Rodríguez, R. M., & Callarisa, L. (2007). Perceived relationship quality and post-purchase perceived value. European Journal of Marketing.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.

Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101.

Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations.

Journal of marketing research, 29(3), 314-328.

Ndubisi, N. O., & Wah, C. K. (2005). Factorial and discriminant analyses of the underpinnings of relationship marketing and customer satisfaction. International journal of bank marketing.

Neal, W. D. (1999). Satisfaction is nice, but value drives loyalty. Marketing research, 11(1), 20.

Nicolau, J. L., & Santa-María, M. J. (2013). The effect of innovation on hotel market value. International Journal of Hospitality Management, 32, 71-79.

Nilson, T. H. (1992). Value-added marketing: marketing management for superior results. McGraw-Hill Book Company.

Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of consumer research, 20(3), 418-430.

Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.

Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174.

Rayna, T., & Striukova, L. (2009). Luxury without guilt: service innovation in the all-inclusive hotel industry. Service Business, 3(4), 359-372.

Reinartz, W., & Kumar, V. I. S. W. A. N. A. T. H. A. N. (2002). The mismanagement of customer loyalty. Harvard business review, 80(7), 86-94.

Rigby, D. K., Reichheld, F. F., & Schefter, P. (2002). Avoid the four perils of CRM. Harvard business review, 80(2), 101-109.

Sánchez-Garcia, J., Moliner-Tena, M. A., Callarisa-Fiol, L., & Rodríguez-Artola, R.

M. (2007). Relationship quality of an establishment and perceived value of a purchase. The Service Industries Journal, 27(2), 151-174.

Sarmaniotis, C., Assimakopoulos, C., & Papaioannou, E. (2013). Successful implementation of CRM in luxury hotels: determinants and measurements. EuroMed Journal of Business.

Strandvik, T., & Liljander, V. (1994). Relationship strength in bank services. In Proceedings from the 1994 Research Conference on Relationship Marketing: Theory, Methods and Applications, June (pp. 11-13).

Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.

Oh, H. (2003). Price fairness and its asymmetric effects on overall price, quality, and value judgments: the case of an upscale hotel. Tourism management, 24(4), 387-399.

Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.

Wu, S. I., & Lu, C. L. (2012). The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan. International Journal of Hospitality Management, 31(1), 276-285.

Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.

Appendix English Version Questionnaire Part 1

International Hotel Experience Questionnaire in Turkey I would kindly ask you to answer the following questions, as they will be of great help to me in my master thesis research. Please answer questions if you had stayed at least once for a night or more in international hotels in Turkey. If you had stayed more than one hotel,

you can choose the best one. Thank you for your patience. Strongly Disagree Disagree Undecided Agree Strongly Agree

Communication

1) The hotel provides detailed guides about hotel 1 2 3 4 5 2) The hotel provides a convenient front office service. 1 2 3 4 5 5) The hotel dishes are suitable for different country citizens' tastes. 1 2 3 4 5

Consumer Perceived Value

1) The hotel met my expectations. 1 2 3 4 5

2) Hotel service are reasonably priced 1 2 3 4 5

3) The hotel services were worth the money I spent. 1 2 3 4 5

Trust

1) The service provided by the hotel is trustworthy. 1 2 3 4 5 2) The information provided by the hotel is accurate. 1 2 3 4 5 3) The hotel pays much attention to customer benefit. 1 2 3 4 5

4) The hotel deals with customers honestly. 1 2 3 4 5

5) The hotel is dependable. 1 2 3 4 5

Commitment

1) The hotel meets its commitments to customers. 1 2 3 4 5 2) The hotel gained my trust and made me commit to it. 1 2 3 4 5 3) I would like to support the development of the hotel. 1 2 3 4 5 4) I would like to provide suggestions to the hotel for its

services. 1 2 3 4 5

5) The effective service quality of the hotel staff makes me feel

commit to the hotel. 1 2 3 4 5

Loyalty

1) I would stay at this hotel again. 1 2 3 4 5

2) I will recommend the hotel to others. 1 2 3 4 5

3) I will prefer this hotel even if I see better facilities in another hotel. 1 2 3 4 5 4) I will prefer this hotel even if the hotel's prices increase. 1 2 3 4 5

5) I would say I am a loyal customer. 1 2 3 4 5

English Version Questionnaire Part 2 Demographic questions

1) Nationality: Taiwanese Chinese Japan Korean USA Russian British German Other………

2) Gender: Female Male

3) Age: 20 or under 21 – 30 31 – 40 41 – 50 51 – 60 61 or above

4) Education Level: Primary School High School University Master/PhD

5)Occupation: Employer Self-employed - Freelance Office worker Housewife Retired Student Other ………

6) Marital Status: Single Married

7) Monthly Income: 25000 NT$ or under 25001 NT$ – 35000 NT$

35001 NT$ – 45000 NT$ 45001 NT$ – 60000 NT$ 60001 NT$ or above

8) Did you stay in hotel/hotels in Turkey before?

Yes No (If Yes please write hotel’s name ….)

9) Is this your first visit to this hotel? Yes No

Chinese Version Questionnaire Part 1:

Chinese Version Questionnaire Part 2 人口統計學問題

1) 國籍: 台灣人 中國人 日本人 韓國人 美國人 俄羅斯人 英國人 德國人 其他………

2) 性別: 女 男

3) 年齡: 20 以下 21 – 30 31 – 40 41 – 50 51 – 60 61 以上

4) 教育程度: 小學 中學 大學 碩士/博士

5) 職業: 自行開業 自由業 上班族 家庭主婦 退休的 學生 其他………

6) 婚姻狀況: 單身 已婚

7) 月收入: 25000 NT$ 或以下 25001 NT$ – 35000 NT$

35001 NT$ – 45000 NT$ 45001 NT$ – 60000 NT$ 60001 NT$ 或以上

8) 您以前在土耳其的旅館住宿過嗎?

是 否(如果否,則無須回答問題)

9) 這是您第一次入住這家旅館嗎？ 是 否