https://i-scholar.in/index.php/ijcr/issue/feed International Journal on Customer Relations 2022-10-25T12:46:10+00:00 Dr. Urvashi Makkar publishing@publishingindia.com Open Journal Systems <div id="i-scholarabout">International Journal on Customer Relations, bring together academicians, researchers, information scientists to focus on understanding the modern development in the field of Customer Relationship and establishing new collaboration in this area.</div> https://i-scholar.in/index.php/ijcr/article/view/215844 Impact of Interaction Between Big Five Personality Traits and Age on Post-purchase Satisfaction among Female Consumers – A Multivariate Analysis 2022-10-25T12:46:10+00:00 Princi Gupta princigupta13@yahoo.com This study assessed how the five-factor model (FFM) and the age of females can assume an important role in influencing post-purchase satisfaction of female consumers by incorporating the Big Five Inventory scale. Personality was defined in terms of the Big Five personality traits, agreeableness, extraversion, openness to experience, conscientiousness and neuroticism. A sample of 500 female consumers was drawn from the special reference Central Delhi. The study shows that personality significantly influences purchasing behaviour and agreeableness was the strongest of the five predictor variables while neuroticism was the weakest. The study also reveals that four Big Five personality traits and age have a significant effect on the influence of personality on the purchasing behaviour of female consumers. The literature regarding the personality and post-purchase behaviour of consumers is reviewed and the research revealed the relationship between personality traits, age and post-purchase satisfaction. The study adopted convenience sampling and concluded by suggesting the relationship between personality traits, age and post-purchase satisfaction of female consumers. 2022-03-01T00:00:00+00:00 https://i-scholar.in/index.php/ijcr/article/view/215845 Interface between Hospitality-based Customer Brand Engagement, Self-brand Congruence, and Revisit Intention 2022-10-25T12:46:10+00:00 Raouf Ahmad Rather r.raouf18@gmail.com Customer brand engagement (CBE) has been identified as an important determinant of brand co-creation (BCO) and brand loyalty. However, the cognitive and affective mechanism of CBE has hardly received a full assessment, particularly in the field of hospitality brand context. Thus, using service-dominant logic, this research develops a model that explores the relationships between self-brand congruence, social media involvement (SMI), BCO, CBE, and revisit intention towards hospitality brands during the COVID-19 pandemic. First, results suggest that SMI and self-brand congruence positively impact CBE. Secondly, results revealed that CBE’s significant positive effect on BCO and customer’s revisit intention. Third, findings showed the social media’s and self-brand congruence’s indirect impact on co-creation and revisit intent, as mediated via CBE. The model has been tested by adopting Partial least squares-structural equation modelling, and the empirical results can contribute to the advancement of SMI, CBE, co-creation, and revisit intention in the hospitality context. This study offers key implications for hotel brands to construct tactics in surviving during the pandemic. 2022-03-01T00:00:00+00:00 https://i-scholar.in/index.php/ijcr/article/view/215847 The Effect of Marketing Mix Strategy on Sales Performance of Brewery Factories in Ethiopia: Does Competitive Intensity Moderates the Relationship? 2022-10-25T12:46:10+00:00 Mesfin Workineh Melese mesfin.workineh@aau.edu.et Haregua Teshome Wondimkun hareg2129@gmail.com The aim of the study was to examine the effect of marketing mix strategy on sales performance and explain how competitive intensity moderates the relationship in the Ethiopian beer manufacturing industry. We measured marketing mix strategy in terms of the beer companies’ product, pricing, distribution, and promotion strategies. The study followed a quantitative survey approach. A total of 232 questionnaires were distributed to randomly selected employees in two beer companies (i.e. Dashen and Habesha Beer) and 220 usable questionnaires were used for analysis. The correlation and regression analysis revealed that marketing mix strategies (i.e. product, pricing, distribution, and promotion strategies) have a positive and significant effect on the sales performance of companies in the Ethiopian beer industry. In addition, we found out that competitive intensity significantly moderates the effect of marketing mix strategies on sales performance. This implies that designing and implementing sound marketing strategies can provide beer manufacturing businesses with a competitive advantage in an environment where the competitive intensity is high. Based on this, we suggested that beer companies should have sound marketing strategies in order to achieve success in the Ethiopian beer industry where the competition is becoming intense. 2022-03-01T00:00:00+00:00