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has been cited by the following article:

• TITLE: Correlation of Customer Satisfaction and Loyalty: The Heritage Tourism Site of Dongguan Street in Yangzhou, Jiangsu Province, China

  AUTHORS: Zhide Luo, Ador G. Paulino

  KEYWORDS: Customer Satisfaction, Loyalty, Heritage Tourism Site, Dongguan Street, China

  JOURNAL NAME: Journal of Service Science and Management, Vol.16 No.3, May 5, 2023

  ABSTRACT: 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 Dongguan Street in Yangzhou, Jiangsu 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 Dongguan Street.