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Article
Publication date: 30 November 2018

Aobakwe Ledikwe, Mornay Roberts-Lombard and Hendrik Baltus Klopper

The purpose of this paper is to investigate the extent to which the attitudinal loyalty of customers of small and medium apparel businesses is influenced by their…

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1129

Abstract

Purpose

The purpose of this paper is to investigate the extent to which the attitudinal loyalty of customers of small and medium apparel businesses is influenced by their perceptions of trust, commitment and satisfaction. In turn, the influence of their attitudinal loyalty on future behavioural loyalty is established.

Design/methodology/approach

A quantitative descriptive research approach was employed and questionnaires were administered to customers of three selected small and medium enterprise (SME) brands in the metropolitan city of Gaborone, Botswana. A total of 260 questionnaires were suitable for data analysis. The interrelationship of the constructs was analysed via structural equation modelling. In addition, the measurement and structural models were assessed.

Findings

Trust, commitment and satisfaction have a positive and significant influence on the attitudinal loyalty of SME customers, while attitudinal loyalty has a positive and significant influence on their behavioural loyalty.

Research limitations/implications

The tested model confirms the hypothesised relationships between SME customers’ trust, commitment, satisfaction, attitudinal loyalty and behavioural loyalty. Attitudinal loyalty is linked to its three antecedents (trust, commitment and satisfaction) and its outcome, behavioural loyalty.

Practical implications

The findings assist the management of SMEs in understanding how the cultivation of trust, commitment and satisfaction can foster attitudinal loyalty, ultimately leading to improved behavioural loyalty.

Originality/value

The current study contributes to new knowledge on the interrelationship of selected relationship quality dimensions, attitudinal loyalty and behavioural loyalty among SME customers in the apparel industry of Botswana. Few research studies have examined how attitudinal loyalty relates to its antecedents and outcome in Botswana, as an emerging African economy.

Details

African Journal of Economic and Management Studies, vol. 10 no. 1
Type: Research Article
ISSN: 2040-0705

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Article
Publication date: 10 December 2018

Harsandaldeep Kaur and Harmeen Soch

The purpose of this study is to develop an understanding of the factors influencing Indian consumers’ loyalty toward mobile phone service providers by exploring the…

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1318

Abstract

Purpose

The purpose of this study is to develop an understanding of the factors influencing Indian consumers’ loyalty toward mobile phone service providers by exploring the mediating roles of commitment, corporate image and switching costs on causal relationships between customer satisfaction, trust and loyalty.

Design/methodology/approach

A survey of 855 Indian mobile phone users was carried out to test the hypothesized relationships using structural equation modeling. The results support most of the proposed hypotheses.

Findings

The direct linkages in the model are found to be statistically significant. Of these relationships, corporate image emerged as the strongest determinant of attitudinal loyalty. Calculative commitment and corporate image are found to be partial mediators between satisfaction and attitudinal loyalty. Calculative commitment and switching costs are each proven to be partial mediators between trust and attitudinal loyalty, while corporate image is proved to be a complete mediator.

Research limitations/implications

The study is limited to examining the impact of relationship variables on Indian consumers’ loyalty toward mobile phone companies. Future research can examine the impact of variables such as rate plans, value-added services, billing experience and voice quality on customer loyalty.

Practical implications

The results have implications for retaining customers in highly competitive and maturing Indian mobile telecommunications. The research provides some initial insights into corporate brand building as an important area for mobile phone companies.

Originality/value

This is one of the first studies to test the mediating role of commitment, switching costs and corporate image in the relationship between satisfaction, trust and loyalty in the Indian context.

Details

Journal of Asia Business Studies, vol. 12 no. 4
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 24 May 2011

Anand K. Jaiswal and Rakesh Niraj

This paper aims to examine the mediating role of attitudinal loyalty in the relationship between satisfaction and customer behavioral intentions such as willingness to pay…

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4338

Abstract

Purpose

This paper aims to examine the mediating role of attitudinal loyalty in the relationship between satisfaction and customer behavioral intentions such as willingness to pay more and internal and external complaining responses. It also seeks to examine the nonlinear effects in the relationship between satisfaction, attitudinal loyalty and behavioral intentions.

Design/methodology/approach

The paper adopted the structural equation modeling approach to test the hypotheses (sample size 202). It used Marsh et al.'s unconstrained method to test latent quadratic effects in the conceptualized relationships.

Findings

The results support the fully mediating role of attitudinal loyalty in the relationship between satisfaction and behavioral intentions. The paper also finds partial support for nonlinear effects in the relationship. Results support nonlinearity, and in particular diminishing sensitivity, in the link from attitudinal loyalty to willingness to pay more.

Originality/value

The paper adds to the existing literature by detangling the complex relationships between satisfaction, attitudinal loyalty and behavioral intentions such as willingness to pay more and external and internal complaining responses. In particular, this is the first study to simultaneously examine the nonlinear effects of attitudinal loyalty on multiple behavioral intentions constructs. This study also establishes the superiority of a fully mediated model, in which satisfaction affects behavioral intentions through attitudinal loyalty, over a partially mediated model.

Details

Journal of Services Marketing, vol. 25 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 21 August 2017

B. Ramaseshan, Jochen Wirtz and Dominik Georgi

The purpose of this paper is to extend prior research on referral reward programs (RRPs) by examining if and how the mode of customer acquisition (RRP-acquired customers…

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1732

Abstract

Purpose

The purpose of this paper is to extend prior research on referral reward programs (RRPs) by examining if and how the mode of customer acquisition (RRP-acquired customers vs non-RRP-acquired new customers) moderates the relationships between customer satisfaction and attitudinal loyalty, perceived switching costs and attitudinal loyalty, and attitudinal loyalty and behavioral loyalty (i.e. recommendations, cross-buying, and total spend).

Design/methodology/approach

Set in a banking context, this study is the first in an RRP context to link survey data with actual purchase data from a bank’s CRM records. Specifically, the survey captured customers’ satisfaction, perceived switching costs and attitudinal loyalty, whereas the CRM data provided actual loyalty behaviors (cross-buying and total spend).

Findings

The findings show that the effect of satisfaction on attitudinal loyalty, and the effects of attitudinal loyalty on recommendations, cross-buying, and total spend were stronger for RRP-acquired customers than for non-RRP-acquired new customers. Furthermore, perceived switching costs had a lower effect on attitudinal loyalty for RRP-acquired customers than for non-RRP-acquired new customers.

Practical implications

The findings offer managers a better understanding of how RRP-acquired customers differ from non-RRP-acquired new customers with regard to their satisfaction, perceived switching costs, and attitudinal and behavioral loyalty, thus enabling effective management of RRPs.

Originality/value

This is the first empirical study that explores the differences between RRP-acquired customers and non-RRP-acquired new customers with regard to the effects of satisfaction and perceived switching costs on attitudinal loyalty, and the effect of attitudinal loyalty on behavioral loyalty.

Details

Journal of Service Management, vol. 28 no. 4
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 1 May 2020

Ala' Omar Dandis and Len Tiu Wright

The purpose of this paper is to investigate how the CARTER model impact on attitudinal loyalty in Islamic banks.

Abstract

Purpose

The purpose of this paper is to investigate how the CARTER model impact on attitudinal loyalty in Islamic banks.

Design/methodology/approach

The paper presents primary data collected by self-administered questionnaires involving a sample of 655 respondents from all local Islamic banks in Jordan. SPSS was used to analyse the data and AMOS was used to analyse confirmatory factor analysis.

Findings

In terms of the dimensions of CARTER model, the results show that empathy, assurance and compliance are the most influential factors leading to attitudinal loyalty. Insignificant relationship between tangibles and attitudinal loyalty was found. The findings also show that customer satisfaction plays as a mediating variable between dimensions of service quality and attitudinal loyalty.

Practical implications

Islamic banks should focus on continuous improvement of service quality because of the direct effect on attitudinal loyalty. Managers should pay special attention to the quality provided by their employees and develop their skill set through training and education programmes using Islamic knowledge. They should make sure that all activities are carried out in the right manner the first time and every time to enhance customer loyalty at all times. They also are recommended to comply with the Shariah board alliances and collaboration and other decisions of the Islamic Fiqh Academy.

Originality/value

As the first study of its kind in Jordan, the paper’s contribution stems from filling the research gap in examining the effects of the various service quality dimensions on the impact of attitudinal loyalty in Islamic banks using the CARTER model.

Details

International Journal of Quality and Service Sciences, vol. 12 no. 2
Type: Research Article
ISSN: 1756-669X

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Article
Publication date: 4 March 2014

Chao-Chin Huang, Shih-Chieh Fang, Shyh-Ming Huang, Shao-Chi Chang and Shyh-Rong Fang

While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this…

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4882

Abstract

Purpose

While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between relational bonds and brand loyalty in retail service contexts.

Design/methodology/approach

A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling.

Findings

First, BRQ significantly mediates the relationship between relational bonds and brand loyalty. Second, structural bonds are the only driver of attitudinal attachment; social and structural bonds lead to a sense of community. Third, attitudinal attachment is the main influence on both behavioral and attitudinal loyalty.

Research limitations/implications

First, a focus on a single market segment, i.e. 15-24 year olds. Second the dimensions used to measure relational bonds and BRQ might not be applicable to other contexts. Third, does not consider potentially important moderator(s). Fourth, does not distinguish between store and product brands.

Originality/value

This study makes the following contributions to the literature: First, demonstrates the importance of BRQ as a mediator in the relationship between relational bonds and brand loyalty. Second, elucidates the role of BRQ in establishing brand loyalty in three theoretical frameworks applied to retail service contexts. Third, suggests a more comprehensive view of brand loyalty involving both behavioral and attitudinal dimensions. Fourth, proposes the managerial implications of this work for the customer retention strategies of retail service firms.

Details

Managing Service Quality, vol. 24 no. 2
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 6 June 2016

Ernest Emeka Izogo

Although the benefits of customer loyalty are well researched and understood, a clear explication of how customer attitudinal loyalty evolves is lacking. Cultural…

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1231

Abstract

Purpose

Although the benefits of customer loyalty are well researched and understood, a clear explication of how customer attitudinal loyalty evolves is lacking. Cultural discrepancies across contexts are also argued as restraining the search for universal and dominant antecedents of loyalty. As a result of the high collectivistic ranking of the Nigerian culture, the purpose of this paper is to explore the antecedents of attitudinal loyalty within the Nigerian telecom market.

Design/methodology/approach

This study is based on survey data obtained from 138 informants who are experienced users of telecommunication services in Nigeria. The cross-sectional data were examined for internal consistency using Cronbach α internal consistency measure whereas the proposed hypotheses were tested using a multiple regression technique after conducting series of validation tests to ensure that none of the assumptions of regression was violated.

Findings

The results indicate that service reliability and customer commitment explains 65 per cent of the total variance in attitudinal loyalty. Additionally, customer commitment was established as a stronger predictor of attitudinal loyalty than service reliability.

Research limitations/implications

This study is limited to the extent that it used a convenience sampling approach which may not have allowed for a fully matched profile of the respondents. But the satisfactory fit of the regression model allows for the research to be a basis of a reliable comparison for future studies. Additionally, due to the limited evidence on how attitudinal loyalty evolves in the telecommunication sector, the results that emerged from this research should only be compared cautiously to the findings of previous studies.

Practical implications

For users of telecommunication services to become attitudinally loyal, telecom firms must get customers to become committed to their brands and also deliver reliable services. Consequently, capacity building investments that enable reliable services to be delivered and creative pricing structure and information sharing as well as promise fulfilment which attract customers’ commitment are therefore at the core of developing attitudinally loyal customers’ pool.

Originality/value

Although studies on customer loyalty are not new, the fact that this paper examined how attitudinal loyalty evolves in a saturated telecommunication context with a high collectivistic cultural ranking makes it a significant contribution to customer loyalty research because of the concentration of most studies in the western markets, the likelihood of disparities across markets influencing the antecedents of the construct and the absence of such research in the Nigerian telecom setting.

Details

International Journal of Quality & Reliability Management, vol. 33 no. 6
Type: Research Article
ISSN: 0265-671X

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Article
Publication date: 15 March 2013

Harsandaldeep Kaur and Harmeen Soch

Identifying the loyalty drivers to cell phone operators is extremely important in today's competitive environment. Consensus is absent in the marketing literature on how…

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2509

Abstract

Purpose

Identifying the loyalty drivers to cell phone operators is extremely important in today's competitive environment. Consensus is absent in the marketing literature on how loyalty should be conceptualized and measured in the service industry. The purpose of this study is to test an integrative model to examine the relations among customer satisfaction, trust, commitment, corporate image, attitudinal loyalty and behavioural loyalty. It also aims to examine the mediating roles of commitment and corporate image on causal relationships between trust and loyalty.

Design/methodology/approach

Data collection was done in two stages: in the first stage in which the primary purpose of analysis was pre‐testing, the authors collected data from 250 respondents. In the second stage, data were obtained from 855 mobile phone users in India via questionnaire. The data were analysed by structural equation modelling (SEM) in order to test all the relationships between variables in the model.

Findings

The findings supported the proposed hypotheses, which are consistent with the theoretical framework. Analysis showed that corporate image is an important determinant of attitudinal loyalty.

Research limitations/implications

In order to generalize the findings, the proposed model should be studied in different service industries. This research does not examine the interaction effects between customer satisfaction and trust. Future researchers can test these interaction effects and study its impact on development of behavioural and attitudinal loyalty. The proposed model should be tested using a longitudinal research design.

Practical implications

Firms should focus both on attitudinal and behavioural loyalty to create truly loyal customers. A defensive marketing strategy is important for the highly competitive and maturing mobile telecommunications service market. Mobile phone companies should develop and reinforce marketing strategies focusing on factors (satisfaction, commitment, trust and corporate image) which have the greatest influence on retention.

Originality/value

This paper examines the mediating roles of commitment and corporate image in the formation of customer loyalty.

Details

Journal of Indian Business Research, vol. 5 no. 1
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 30 January 2019

Mamoun N. Akroush and Bushra K. Mahadin

The purpose of this paper is to examine a multidimensional model of customer perceived value (CPV), customer satisfaction (CS) and loyalty from internet subscribers’ perspectives.

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1579

Abstract

Purpose

The purpose of this paper is to examine a multidimensional model of customer perceived value (CPV), customer satisfaction (CS) and loyalty from internet subscribers’ perspectives.

Design/methodology/approach

In total, 1,297 out of 2,000 online surveys were valid for the analysis. Confirmatory factor analyses were performed to assess the research constructs’ unidimensionality, validity and composite reliability. Structural path analysis was used to test the hypothesized relationships of the research model.

Findings

CPV positively affects functional and technical satisfaction as well as cognitive loyalty. Functional satisfaction positively affects technical satisfaction and attitudinal loyalty. Attitudinal loyalty positively affects cognitive and behavioral loyalty, and the latter positively affects cognitive loyalty. In total, 53 percent of variation in cognitive loyalty was caused by behavioral, attitudinal loyalty and perceived value path.

Research limitations/implications

Future research could investigate other outcomes of CS dimensions, such as customer lifetime value, customer retention, profitability, return on investment and market share, and their effects on customer loyalty (CL). Future research can also examine the effect of other dimensions of perceived customer value on CS and loyalty dimensions simultaneously. Other future research areas are also outlined.

Practical implications

CPV acts as a cornerstone to developing a successful multidimensional program of CL through functional and technical satisfactions. Marketing directors need to focus on building CL schemes and strategies that should take into consideration the long-term and short-term loyalty.

Originality/value

Theoretically, using an intervariable perspective, this paper has responded to important calls for conducting research on the chain of perceived value, CS and loyalty chain. Practically, this paper is the first empirical research devoted to developing an intervariable approach to the chain of perceived value, CS and loyalty in the internet service market.

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Article
Publication date: 14 November 2016

Daniel Maderer, Dirk Holtbruegge and Rachel Woodland

The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football…

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2203

Abstract

Purpose

The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM?

Design/methodology/approach

Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555).

Findings

Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived.

Originality/value

This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

1 – 10 of over 5000