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This paper reviews brand equity and customer satisfaction as they relate to customer loyalty and relationship marketing in an effort to understand and mitigate some of the challenges facing quick‐service restaurants (QSRs) today.

The authors reviewed over 30 articles on the subjects of brand equity, customer equity, customer satisfaction, customer loyalty, communal relationships, relationship marketing, and pseudo‐relationship marketing, as well as researched and evaluated current marketing techniques used by selected QSRs.

It is concluded by the authors that customer satisfaction, brand equity, and loyalty are invaluable to the formation of customer loyalty, as is the understanding that customers' relationships with companies need to be treated with the same respect as personal relationships.

Customer loyalty has been shown to be beneficial to a company, both tangibly and intangibly. Companies are cautioned in their use of relationship marketing techniques used to foster customer loyalty and encouraged to use methods that benefit both themselves and their customers.

This paper analyzes many different factors that affect customer loyalty, as well as discusses how relationship marketing techniques can be utilized by the QSR industry.

The purpose of this paper is to propose a model that explains how proactive cognitive processes, such as perspective-taking, relates to expatriates’ effectiveness.

This conceptual paper presents the model that is based on the perspective-taking models developed by Parker et al. (2008) and applies them to the expatriate context.

The authors present a framework that delineates how the perspective-taking process leads to an expatriate’s effectiveness. The authors provide propositions about which factors motivate expatriates to engage in perspective-taking and which factors influence higher accuracy of understanding of the host country nationals’ (HCN) perspective.

Guidance is provided for the training of expatriate to develop perspective-taking.

The paper expands the expatriate research by incorporating the perspective-taking model to identify which factors may motivate expatriates to see the HCN view point. Also, the paper contributes to the literature by identifying how resources such as expatriates’ psychological capital may promote the degree of accuracy or comprehension with respect to the HCN thoughts and feelings.