Organizations are actively involved in relationship marketing (RM) activities to strengthen their connections with customers. The current study discusses the multidimensional constructs of relationship marketing and its influence on customers’ brand attachment in the hotel sector, taking into account the sequential mediation of attitudinal loyalty and behavioral loyalty between relationship marketing and purchase intention constructs. In order to collect the research data, we distributed questionnaires among 304 hotel customers and used SEM technique to analyze the hypotheses. The findings revealed that four dimensions of relationship marketing played a critical role in improving customers’ brand attachment. Furthermore, brand attachment has a significant and positive impact on behavioral loyalty and attitudinal loyalty. In addition, brand attachment, attitudinal loyalty, and behavioral loyalty have proved as significant serial mediators between the linkage of relationship marketing and purchase intentions. We also discussed the study’s theoretical and managerial implications.

In order to build consistent service quality, managers should encourage salespeople to deal with customers and improve service errors for their overall benefit. Our study seeks to understand the role of ambidextrous leadership in promoting service innovation capability and service recovery performance (SRP) under a business-to-business (B2B) selling environment. The study evaluates 286 responses from pharmaceutical salespeople by using structural equation modeling. The results report a significant association between opening leader behavior and service recovery performance, whereas closing leader behavior is not significantly related to service recovery performance. In addition, opening and closing leader behaviors have a positive and significant impact on service innovation capability. Consequently, service innovation capability is positively and significantly related to value-based selling, adaptive selling, and service recovery performance. Finally, our results contribute to the previous research that has explored the significant mediation effect of service innovation capability between opening leader behavior and service recovery performance linkage.

In this study, the concept of online food purchasing is explored where consumers are not required to visit markets to purchase their foods, especially during the COVID-19 pandemic. Thus, the purpose of this study is to investigate the relationship between perceived e-service quality and related customer service outcomes in online shopping context. The influence of sustainable marketing practices in terms of perceived e-service quality (ESQ), perceived usefulness of online reviews (PUO), brand self-connection (BSC), personal innovativeness (PRI), and willingness to pay for online food services (WPO) has largely been neglected in the previous studies. The present study proposes a conceptual model to fill this gap and empirically examines how ESQ affects PUO, BSC, WPO, and e-word-of-mouth (e-WOM) of food delivery service brands. An online questionnaire survey was conducted with 423 customers utilizing the PLS-SEM-based approach to determine product indicators. Empirical results reveal that ESQ significantly influence BSC and PUO. In the same vein, PUO significantly influence BSC, while BSC significantly influence e-WOM and WPO. The results further indicate that PRI moderates the relationship between ESQ and BSC. In a post-pandemic context, our analysis indicates enormous implications for food service delivery brands in emerging economies. Online food service providers should consider reviewers’ opinions about the products and services they offer and encourage their customers to write positive reviews of the products and services they offer.