How to cite this paper
Nawaz, Z., Ahmad, M., Piracha, S & Raza, M. (2017). Customer equity of Pakistani fast food restaurant: A study of attitudinal customer equity.Management Science Letters , 7(2), 87-96.
Refrences
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 103.
Aijo, T. S. (1996). The theoretical and philosophical underpinnings of relationship marketing: Environmental factors behind the changing marketing paradigm. European Journal of Marketing, 30(2), 8-18.
Anderson, E. T., & Simester, D. I. (2004). Long-run effects of promotion depth on new versus established customers: Three field studies. Marketing Science, 23(1), 4-20.
Austrade. (2009). Austrade Report, from www.austrade.gov.au/Australian/Education/Education-Data/Previous-years/2009
Auty, S. (1992). Consumer choice and segmentation in the restaurant industry. Service Industries Journal, 12(3), 324-339.
Berger, P. D., Eechambadi, N., George, M., Lehmann, D. R., Rizley, R., & Venkatesan, R. (2006). From customer lifetime value to shareholder value theory, empirical evidence, and issues for future research. Journal of Service Research, 9(2), 156-167.
Berger, P. D., & Nasr, N. I. (1998). Customer lifetime value: Marketing models and applications. Journal of interactive marketing, 12(1), 17-30.
Black, F., & Scholes, M. (1973). The pricing of options and corporate liabilities. The journal of political economy, 637-654.
Blattberg, R. C., & Deighton, J. (1996). Manage marketing by the customer equity test. Harvard business review, 74(4), 136-&.
Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity: Building and managing relationships as valuable assets: Harvard Business Press.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers' usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 171-186.
Clark, M., Peck, H., Payne, A., & Christopher, M. (1995). Relationship Marketing for Competitive Advantage: Butterworth-Heinemann Oxford.
Dwyer, F. R. (1997). Customer lifetime valuation to support marketing decision making. Journal of interactive marketing, 11(4), 6-13.
Ehsan, U. (2012). Factors important for the selection of fast food restaurants: an empirical study across three cities of Pakistan. British Food Journal, 114(9), 1251-1264.
Evans, K. R., Kleine, R. E., Landry, T. D., & Crosby, L. A. (2000). How first impressions of a customer impact effectiveness in an initial sales encounter. Journal of the Academy of Marketing Science, 28(4), 512-526.
finance, M. o. (2015). Pakistan economic survey 2014-2015. Government of Punjab.
Grant, A. W., & Schlesinger, L. A. (1995). Realize your customers' full profit potential. Harvard business review, 73(5), 59-72.
Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32(2), 4-20.
Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., . . . Sriram, S. (2006). Modeling customer lifetime value. Journal of Service Research, 9(2), 139-155.
Hyun, S. (2009). Creating and Validating a Measure of Customer Equity in Hospitality Businesses: Linking Shareholder Value With Return on Marketing.
Kim, W. G., Han, J. S., & Lee, E. (2001). Effects of relationship marketing on repeat purchase and word of mouth. Journal of Hospitality & Tourism Research, 25(3), 272-288.
Kumar, V., & Petersen, J. A. (2005). Using a customer-level marketing strategy to enhance firm performance: a review of theoretical and empirical evidence. Journal of the Academy of Marketing Science, 33(4), 504-519.
Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity? Marketing Management, 10(1), 20-25.
Leone, R. P., Rao, V. R., Keller, K. L., Luo, A. M., McAlister, L., & Srivastava, R. (2006). Linking brand equity to customer equity. Journal of Service Research, 9(2), 125-138.
Lewis, M. (2006). Customer acquisition promotions and customer asset value. Journal of marketing research, 43(2), 195-203.
Mittal, B., & Lassar, W. M. (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 12(3), 177-194.
Oliver, R. L. (1999). Whence consumer loyalty? the Journal of Marketing, 33-44.
Parekh, R. (2010, 9 March). Two German scholars fascinated by Pakistan’s cultural diversity, Dawn.
Pre-feasibility study: potato chips manufacturing unit. (2006). SMEDA Retrieved from http://amis.pk/pdf/Feasibilities/Potato%20Chips%20Manufacturing%20Unit.pdf.
Reichheld, F. F., & Teal, T. (2001). The loyalty effect: The hidden force behind growth, profits, and lasting value: Harvard Business Press.
Reinartz, W. J., & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of marketing, 64(4), 17-35.
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of marketing, 68(4), 76-89.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2001). Driving customer equity: linking customer lifetime value to strategic marketing decisions: Marketing Science Institute.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2004). Customer-centered brand management. Harvard business review, 82(9), 110-120.
Rust, R. T., Zeithaml, V.A., & Lemon, K.N. (2000). Driving Customer Equity: How Customer Lifetime Value Is
Reshaping Corporate Strategy. New York: The Free Press.
Shani, D., & Chalasani, S. (1992). Exploiting niches using relationship marketing. Journal of Services Marketing, 6(4), 43-52.
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418.
Sigala, M. (2005). Integrating customer relationship management in hotel operations: managerial and operational implications. International Journal of Hospitality Management, 24(3), 391-413.
Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. the Journal of Marketing, 2-18.
Turner, M., & Collison, R. (1988). Consumer acceptance of meals and meal components. Food Quality and Preference, 1(1), 21-24.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Winston, W., & Crane, F. G. (2013). Professional services marketing: Strategy and tactics: Routledge.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services marketing: Integrating customer focus across the firm.
Aijo, T. S. (1996). The theoretical and philosophical underpinnings of relationship marketing: Environmental factors behind the changing marketing paradigm. European Journal of Marketing, 30(2), 8-18.
Anderson, E. T., & Simester, D. I. (2004). Long-run effects of promotion depth on new versus established customers: Three field studies. Marketing Science, 23(1), 4-20.
Austrade. (2009). Austrade Report, from www.austrade.gov.au/Australian/Education/Education-Data/Previous-years/2009
Auty, S. (1992). Consumer choice and segmentation in the restaurant industry. Service Industries Journal, 12(3), 324-339.
Berger, P. D., Eechambadi, N., George, M., Lehmann, D. R., Rizley, R., & Venkatesan, R. (2006). From customer lifetime value to shareholder value theory, empirical evidence, and issues for future research. Journal of Service Research, 9(2), 156-167.
Berger, P. D., & Nasr, N. I. (1998). Customer lifetime value: Marketing models and applications. Journal of interactive marketing, 12(1), 17-30.
Black, F., & Scholes, M. (1973). The pricing of options and corporate liabilities. The journal of political economy, 637-654.
Blattberg, R. C., & Deighton, J. (1996). Manage marketing by the customer equity test. Harvard business review, 74(4), 136-&.
Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer equity: Building and managing relationships as valuable assets: Harvard Business Press.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers' usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 171-186.
Clark, M., Peck, H., Payne, A., & Christopher, M. (1995). Relationship Marketing for Competitive Advantage: Butterworth-Heinemann Oxford.
Dwyer, F. R. (1997). Customer lifetime valuation to support marketing decision making. Journal of interactive marketing, 11(4), 6-13.
Ehsan, U. (2012). Factors important for the selection of fast food restaurants: an empirical study across three cities of Pakistan. British Food Journal, 114(9), 1251-1264.
Evans, K. R., Kleine, R. E., Landry, T. D., & Crosby, L. A. (2000). How first impressions of a customer impact effectiveness in an initial sales encounter. Journal of the Academy of Marketing Science, 28(4), 512-526.
finance, M. o. (2015). Pakistan economic survey 2014-2015. Government of Punjab.
Grant, A. W., & Schlesinger, L. A. (1995). Realize your customers' full profit potential. Harvard business review, 73(5), 59-72.
Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32(2), 4-20.
Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., . . . Sriram, S. (2006). Modeling customer lifetime value. Journal of Service Research, 9(2), 139-155.
Hyun, S. (2009). Creating and Validating a Measure of Customer Equity in Hospitality Businesses: Linking Shareholder Value With Return on Marketing.
Kim, W. G., Han, J. S., & Lee, E. (2001). Effects of relationship marketing on repeat purchase and word of mouth. Journal of Hospitality & Tourism Research, 25(3), 272-288.
Kumar, V., & Petersen, J. A. (2005). Using a customer-level marketing strategy to enhance firm performance: a review of theoretical and empirical evidence. Journal of the Academy of Marketing Science, 33(4), 504-519.
Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity? Marketing Management, 10(1), 20-25.
Leone, R. P., Rao, V. R., Keller, K. L., Luo, A. M., McAlister, L., & Srivastava, R. (2006). Linking brand equity to customer equity. Journal of Service Research, 9(2), 125-138.
Lewis, M. (2006). Customer acquisition promotions and customer asset value. Journal of marketing research, 43(2), 195-203.
Mittal, B., & Lassar, W. M. (1998). Why do customers switch? The dynamics of satisfaction versus loyalty. Journal of Services Marketing, 12(3), 177-194.
Oliver, R. L. (1999). Whence consumer loyalty? the Journal of Marketing, 33-44.
Parekh, R. (2010, 9 March). Two German scholars fascinated by Pakistan’s cultural diversity, Dawn.
Pre-feasibility study: potato chips manufacturing unit. (2006). SMEDA Retrieved from http://amis.pk/pdf/Feasibilities/Potato%20Chips%20Manufacturing%20Unit.pdf.
Reichheld, F. F., & Teal, T. (2001). The loyalty effect: The hidden force behind growth, profits, and lasting value: Harvard Business Press.
Reinartz, W. J., & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of marketing, 64(4), 17-35.
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., & Srivastava, R. K. (2004). Measuring marketing productivity: Current knowledge and future directions. Journal of marketing, 68(4), 76-89.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2001). Driving customer equity: linking customer lifetime value to strategic marketing decisions: Marketing Science Institute.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2004). Customer-centered brand management. Harvard business review, 82(9), 110-120.
Rust, R. T., Zeithaml, V.A., & Lemon, K.N. (2000). Driving Customer Equity: How Customer Lifetime Value Is
Reshaping Corporate Strategy. New York: The Free Press.
Shani, D., & Chalasani, S. (1992). Exploiting niches using relationship marketing. Journal of Services Marketing, 6(4), 43-52.
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418.
Sigala, M. (2005). Integrating customer relationship management in hotel operations: managerial and operational implications. International Journal of Hospitality Management, 24(3), 391-413.
Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. the Journal of Marketing, 2-18.
Turner, M., & Collison, R. (1988). Consumer acceptance of meals and meal components. Food Quality and Preference, 1(1), 21-24.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Winston, W., & Crane, F. G. (2013). Professional services marketing: Strategy and tactics: Routledge.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services marketing: Integrating customer focus across the firm.