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Article
Publication date: 28 December 2020

Chao Zhang, Shuang Ma, Songming Li and Arjun Singh

This paper aims to investigate multidimensional customer engagement behaviors (CEBs) as antecedents of action loyalty in hospitality contexts and examine service conditions that…

2153

Abstract

Purpose

This paper aims to investigate multidimensional customer engagement behaviors (CEBs) as antecedents of action loyalty in hospitality contexts and examine service conditions that inhibit and facilitate the former relationship.

Design/methodology/approach

This paper tests a holistic framework based on transaction data from 5,855 active members of a hotel firm. The hypotheses are examined using ordinary least squares regression.

Findings

By integrating transaction-related CEBs with non-transaction-related CEBs, this paper found that three CEB constructs (i.e. feedback, mobilizing and cross-buying) contribute significantly to action loyalty in hospitality contexts. These effects vary depending on the inhibitor (service failure) and the facilitator (service customization).

Practical implications

Hotel managers should value customer engagement as a marketing tool to retain customers. When engaged customers encounter service failure and customization, managers can react differently to facilitate consumers’ action loyalty.

Originality/value

Contrary to prior studies focusing on the effects of general CEBs on attitudinal loyalty, this study examines the diverse impacts of multidimensional CEBs on customers’ action loyalty and confirms boundary conditions to coordinate the effects between CEBs from a hotel firm’s perspective.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 5 July 2013

Martin Fraering and Michael S. Minor

– This paper aims to discuss the first effort to examine the relationships between satisfaction, the four loyalty phases, fortitude, and a sense of virtual community.

24865

Abstract

Purpose

This paper aims to discuss the first effort to examine the relationships between satisfaction, the four loyalty phases, fortitude, and a sense of virtual community.

Design/methodology/approach

Oliver proposed an innovative framework to explain the relationships between satisfaction, loyalty, fortitude, and a sense of community.

Findings

Analysis of questionnaire responses of 493 customers of banks and credit unions indicated that satisfaction, cognitive, affective, conative, and action loyalty are positively related to fortitude.

Research limitations/implications

The Beyond Loyalty Model (BLM) does not address important strategic issues often associated with loyalty, such as firm profitability, complaint resolution, and firm profitability.

Practical implications

This research is the first to find that customers of financial institutions acquire satisfaction and strong loyalty ties with their bank or credit union after dealing with their financial services provider for a relatively short period of time. Thus financial institutions should consistently seek relationship-building opportunities from the outset of their relationships with their customers.

Originality/value

The resulting Beyond Loyalty Model (BLM) improves upon the American Bankers Association ' s ABA Financial Client Satisfaction Index, and is a means by which financial institutions can monitor and enhance the satisfaction, loyalty, and fortitude of the customers of financial institutions. Further, the increasing acceptance of virtual banking calls for additional study of this area.

Details

Journal of Services Marketing, vol. 27 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 2 March 2010

Long‐Yi Lin

The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

31466

Abstract

Purpose

The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.

Design/methodology/approach

The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effective response rate was 96.75 per cent. Regression analysis was adopted to test hypotheses.

Findings

The major findings were: a significantly positive relationship between extroversion personality trait and excitement brand personality; a significantly positive relationship between agreeableness personality trait and excitement brand personality, sincerity brand personality and competence brand personality; competence and sophistication brand personality have a significantly positive influence on affective loyalty; competence, peacefulness and sophistication brand personality have a significantly positive influence on action loyalty; agreeableness and openness personality trait have a significantly positive influence on affective loyalty; agreeableness and openness personality trait have a significantly positive influence on action loyalty.

Research limitations/implications

The restriction on selecting countries and brands, and the restraint of the sampling coverage present limitations. The paper verifies that consumers with different personality traits will have different cognizance towards brand personality, which can also be applied to the toy and video game industries. The paper proves that a distinct brand personality can appeal to more brand loyalty. It shows that agreeableness and openness of personality traits have a positive influence on brand loyalty.

Practical implications

The paper highlights the value of brand personality that benefits a company. It emphasizes the importance of brand loyalty for a company. Consumers who register in agreeableness and openness are the target audience for BANDAI.

Originality/value

The extra value of the paper is to link the theory and practice, and explore the relationship of consumer personality trait, brand personality and brand loyalty.

Details

Journal of Product & Brand Management, vol. 19 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 January 2017

Matti Leppäniemi, Chanaka Jayawardhena, Heikki Karjaluoto and David Harness

The purpose of this paper is to examine the antecedents of word-of-mouth (WOM) in long-term service settings. Specifically, the authors examine the moderating role of action

1037

Abstract

Purpose

The purpose of this paper is to examine the antecedents of word-of-mouth (WOM) in long-term service settings. Specifically, the authors examine the moderating role of action inertia in the relationships between satisfaction and repatronage intention, satisfaction and WOM, and repatronage intention and WOM.

Design/methodology/approach

The proposed model was empirically tested using survey data from 1,385 telecommunications service subscribers. The data were analyzed using partial least squares path modeling.

Findings

Results suggest that a positive link between repatronage intention and WOM, hereto a neglected relationship in the marketing literature, in contrast to previous literature, the behaviors of long-term customers are not predictable, and action inertia strengthens satisfaction – WOM and repatronage intention – WOM links and weakens satisfaction – repatronage intention link.

Research limitations/implications

This study examines customers of a utilitarian service. To further determine the potential of the model, it is desirable to explore the validity of the model in other service settings, particularly those with high hedonic values.

Practical implications

The study provides valuable insights into repatronage intention – WOM link, with particular emphasis on the measurement and analysis of action inertia. This is important in understanding and evaluating inertia influences and identification of the drivers of WOM. These insights can be used by managers to better allocate their resources when investing in customer loyalty-building exercises and in generating WOM.

Originality/value

This paper contributes to the literature in three main ways. First, it examines the nuances of customer loyalty in continuous service contexts. Second, the study empirically tests the role of repatronage intention as an antecedent of WOM. Third, the study introduces and tests the moderating role of action inertia on positive WOM.

Details

Journal of Service Theory and Practice, vol. 27 no. 1
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 1 June 2015

Jorge Luiz Henrique and Celso Augusto de Matos

Even though personal values are considered an important variable in consumer studies, rarely has it been related to customer loyalty, especially in the banking context and…

2869

Abstract

Purpose

Even though personal values are considered an important variable in consumer studies, rarely has it been related to customer loyalty, especially in the banking context and considering the different loyalty phases. Hence, the purpose of this paper is to investigate the influence of personal values on loyalty phases in the private banking industry, taking into account the moderating influence of demographic variables.

Design/methodology/approach

After developing a theoretical framework based on the relevant literature, a research model is proposed and empirically tested with data from a survey with 891 bank customers from Brazil. Hypotheses of moderation were tested using structural equation modelling technique.

Findings

Results suggested that customers that place more importance on growth and achievement as personal values are less loyal to their bank, considering all four stages of loyalty. Moreover, this effect was more pronounced for female, older and high-income consumers, supporting the moderating effect of these demographic variables.

Research limitations/implications

One of the limitations was that the sample was not probabilistic. To compensate this issue, the authors have used the approach of splitting the sample and use one for calibration and other for estimation. Another limitation was the small subgroups of high and low education, which might be responsible for the nonsignificant finding, due to low statistical power in the z-test. Future studies should consider using quota samples in order to have sample size greater than 150 cases in each category of variables such as age, education and income.

Practical implications

This study emphasizes the relevance of personal values, especially the dimensions of growth/achievement and security/social affiliation, and demographic variables when considering customers’ loyalty in the private banking industry. Managers should give different treatment for customers in distinct loyalty stages and with different demographics, thus increasing the customer orientation and segmentation efficacy.

Originality/value

The study tests a theoretical model that analyses the influence of two dimensions of personal values on loyalty, with originality on the loyalty phases (from cognitive to action) and the contingent effect of demographic variables, such as gender, age, education and income. Moreover, the model is tested in a sample of private banking customers from an emerging market, i.e., Brazil.

Details

International Journal of Bank Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 9 January 2017

Rita Coelho do Vale and Pedro Verga Matos

The purpose of this paper is to understand the importance of private labels (PLs) offered by each retailer on store loyalty, combining different loyalty-driven factors and…

1316

Abstract

Purpose

The purpose of this paper is to understand the importance of private labels (PLs) offered by each retailer on store loyalty, combining different loyalty-driven factors and assessing the importance of PLs on different loyalty stages – attitudinal and behavioural store loyalty.

Design/methodology/approach

Data were collected through a questionnaire (online survey) run in Portugal (n=469). Multi-level regressions were run to estimate the different loyalty models (base and full models) on each loyalty stage.

Findings

Results stress the positive contribution of PLs on consumers’ loyalty across different loyalty stages. However, findings suggest that this relationship may not be as strong as suggested in earlier studies. Findings highlight the importance of distinguishing between attitudinal and behavioural loyalty, emphasizing the complexity of the consumer loyalty construct and that multiple store-related factors can positively contribute to it.

Research limitations/implications

Data were collected in one single country. It would be interesting to collect similar data in other countries in order to assess the extent to which results prevail across different competitive and cultural contexts.

Practical implications

Findings indicate that the loyalty factors that contribute to store loyalty are not homogeneous across the different loyalty stages, strengthening the idea that retailers should adopt different loyalty strategies depending on the loyalty stage its target customers are in.

Originality/value

This study is the first of its kind combining in a single framework the loyalty towards the retailers’ brand, store-related variables (in-store and economic factors), and specific consumer and retailer characteristics across different loyalty stages.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 March 2000

Eugene Sivadas and Jamie L. Baker‐Prewitt

Using a national random telephone survey of 542 shoppers, examines the relationship between service quality, customer satisfaction, and store loyalty within the retail department…

45651

Abstract

Using a national random telephone survey of 542 shoppers, examines the relationship between service quality, customer satisfaction, and store loyalty within the retail department store context. Tests two complementary models that examine this interrelationship. Empirically examines the relative attitude construct put forth by Dick and Basu. The results indicate that service quality influences relative attitude and satisfaction with department stores. Satisfaction influences relative attitude, repurchase, and recommendation but has no direct effect on store loyalty. Fostering favorable relative attitude and getting customers to recommend the product or service holds key to fostering store loyalty. Results also indicate support for Oliver’s four‐stage cognitive‐affective‐conative‐action model of loyalty.

Details

International Journal of Retail & Distribution Management, vol. 28 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 9 January 2017

Myunghee Mindy Jeon and Miyoung Jeong

This study aims to examine determinants of perceived website quality and associations among consequences of perceived website quality. Adopting the framework of loyalty

8242

Abstract

Purpose

This study aims to examine determinants of perceived website quality and associations among consequences of perceived website quality. Adopting the framework of loyalty development, causal links are investigated among the website quality, customers’ perceived service quality, their satisfaction, return intention and loyalty in the context of the lodging industry.

Design/methodology/approach

An online field survey is conducted with internet bookers. A confirmatory factor analysis and a parameter estimate analysis using structural equation modeling are adopted to analyze the data.

Findings

The progression of the phases of loyalty proceeds in a linear fashion on a lodging website. Mediation effects of customer satisfaction and return intention are detected. Moderation effects of gender were also detected in the relationships among website service quality and consequences of website service quality.

Research limitations/implications

Caution is advised in generalizing findings of this study due to convenience sampling, although findings of the study do confirm results of previously conducted studies.

Practical implications

This study provides practical tips for website development for hospitality management to understand the e-loyalty formation process so that appropriate marketing strategies can be established to accommodate the type and degree of individual customer’s loyalty as well as gender-specific expectations from prospective customers.

Originality/value

This study demonstrates that customer loyalty formation in both physical and online environments has identical processes in the context of the lodging industry. The male group, compared to the female group, appears to be more sensitive in perceiving the effects of functionality of a lodging website, tends to develop customer satisfaction when perceiving website service quality and inclines to develop customer loyalty when having return intention.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 5 June 2017

Xiabing Zheng, Matthew Lee and Christy M.K. Cheung

Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by…

6395

Abstract

Purpose

Existing research has long considered e-loyalty as a key to the success of online shopping. The purpose of this paper is to advance the theoretical understanding of e-loyalty by exploring the roles of coupon proneness and value consciousness in the context of online shopping platforms.

Design/methodology/approach

The authors empirically tested the research model using a sample of 537 users of an online shopping platform in a longitudinal setting.

Findings

The results provided support to all the hypotheses in the research model; particularly, the authors found that coupon proneness and value consciousness play important roles in explaining e-loyalty. They both exhibited significant moderating effects on the relationship between loyalty intentions and repurchase behaviors. The impact of trust on loyalty intentions was also examined.

Research limitations/implications

The authors believe that this study will shed light for practitioners and enable researchers to deepen their understanding of e-loyalty in online shopping platforms.

Originality/value

The research better explains the gap between two important price-tactics-related variables (including coupon proneness and value consciousness); and further examines their roles in determining customers’ repurchase behaviors in the context of online shopping, which is not well examined in previous studies.

Details

Internet Research, vol. 27 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 17 July 2009

Rui Sousa and Christopher A. Voss

Despite having been widely studied in traditional (bricks‐and‐mortar) services, the effect of service failures and recovery (SFR) on customer loyalty has received only limited…

10051

Abstract

Purpose

Despite having been widely studied in traditional (bricks‐and‐mortar) services, the effect of service failures and recovery (SFR) on customer loyalty has received only limited attention in the context of e‐services. This paper sets out to empirically test the following set of hypotheses in an e‐service setting: H1, service failures have a negative effect on customer loyalty intentions; H2, failure resolution has a positive effect on customer loyalty intentions; H3, satisfaction with the recovery has a positive effect on customer loyalty intentions; H4, outstanding recovery results in loyalty intentions which are more favorable than they would be had no failure occurred (service recovery paradox).

Design/methodology/approach

The paper is based on an online survey of actual customers of a commercial e‐banking service.

Findings

H1H3 are supported, suggesting that: the detrimental effects of failures are also present online; problem resolution leads to increased loyalty; despite the challenging nature of online failures and the reduced degree of human interaction, it is possible to achieve effective recovery in e‐services. H4 is also supported. We observes a recovery paradox effect but it only take place for a small proportion of “delighted” customers, i.e. those who perceived an outstanding recovery. Although unlikely, the impact (size effect) of outstanding recovery on loyalty is substantial.

Research limitations/implications

Future research should examine other types of e‐services.

Practical implications

E‐service delivery systems should be designed with a strong failure‐prevention mindset and include effective service recovery mechanisms. However, in general, e‐service providers should not look at superior recovery as a substitute for error‐free service. Despite not being a viable strategy in general, delighting customers in the recovery may make sense for the most profitable customers.

Originality/value

The paper provides empirical evidence of the effects of SFR in the context of online service, an area which has received limited attention to date. Unlike other research, this paper draws on data from customers of an actual e‐service and therefore benefits from increased external validity.

Details

International Journal of Operations & Production Management, vol. 29 no. 8
Type: Research Article
ISSN: 0144-3577

Keywords

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