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Article
Publication date: 1 January 2010

Colleen C. Bee and Mark E. Havitz

Consumer loyalty has long been recognised as a key consideration of marketing strategies focused on customer retention. While the importance of the loyalty construct is…

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1380

Abstract

Consumer loyalty has long been recognised as a key consideration of marketing strategies focused on customer retention. While the importance of the loyalty construct is widely recognised, the conditions and variables that foster consumer loyalty for a specific service may vary. This paper explores the variables that influence fan attendance at a professional sporting event. It extends prior research by conceptualising both a behavioural and an attitudinal component of loyalty, as well as considering fan involvement with the sport and attraction to the sport. The findings suggest that psychological commitment and resistance to change mediate the effect of fan attraction and involvement on behavioural loyalty in a professional sports context.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 28 December 2020

Bodo Steiner and Moritz Brandhoff

This paper aims to explore the role of configurations of relationship quality dimensions for explaining sources of behavioral outcomes in the globalized manufacturing industry.

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1943

Abstract

Purpose

This paper aims to explore the role of configurations of relationship quality dimensions for explaining sources of behavioral outcomes in the globalized manufacturing industry.

Design/methodology/approach

A joint analysis of behavioral and objective performance data from globalized manufacturing links perceptual customer metrics that relate to dimensions of relationship quality (i.e. attitudinal loyalty, perceived customer orientation, customers’ perceived innovativeness of the supplier and perceived customer influence on supplier innovation) with behavioral outcomes (i.e. share of wallet (SOW) and customer account profitability). Using data from a global business-to-business (B2B) customer survey together with archival performance data from a multinational mechanical engineering firm, a fuzzy set qualitative comparative analysis (fsQCA) is performed.

Findings

The fsQCA results suggest that perceptual customer metrics related to innovation can be relevant aspects of relationship quality, in line with Anderson and Mittal’s (2000) satisfaction-repurchase-profitability chain framework and its adaptation to SOW. However, the underlying complexities in the different combinations of attributes in the recipe are such that they are not equifinal in leading to higher SOW or higher profitability. This paper finds indications for non-linearities between perceptual measures investigated and profitability of customer accounts, with particular relevance for the role of perceived customer orientation, perceived product innovativeness of the supplier and attitudinal loyalty.

Research limitations/implications

The analysis faces a number of limitations, starting with its reliance on cross-sectional survey data, which does not enable us to account for feedback mechanisms, for example, arising from customer perceptions regarding innovation aspects. The lack of a multidimensional conceptionalization of the perceptual customer constructs may have limited the analysis, considering also recent evidence from retail companies in the furniture sector in Spain, suggesting that the multidimensional conceptualization of relationship value explained satisfaction and loyalty levels to a greater extent than the one-dimensional conceptualization (Ruiz-Martínez et al., 2019).

Practical implications

In terms of managerial implication, the results suggest that customers perceive limited value in participating in the focal firm’s innovation value chain funnel, hence customer loyalty cannot be bought using simple incentive strategies. The results with regard to customer account profitability suggest that B2B customers investigated here may distinguish when interacting with their globalized supplier in the innovation funnel: they may see a positive customer value when the innovation is a product, and thus, relation-specific, whereas they may see limited customer value when innovation is considered in more generic terms (customers’ perceived influence on supplier innovation in general).

Originality/value

This paper starts from the premise that perceptual customer metrics can matter for supplier performance, as the customer relationship and customer value management research has shown. However, there is limited empirical evidence from globalized manufacturing sectors incorporating perceptual constructs in behavioral outcomes, and limited evidence assessing customer-perceived value in such sectors through alternate approaches to main-effects focused analyzes. We employ qualitative comparative analysis using fuzzy sets (Russo et al., 2019) to address these gaps, focusing on two key behavioral outcomes, namely, customer account profitability and SOW.

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Article
Publication date: 30 September 2014

Yi-Wen Liao, Yi-Shun Wang and Ching-Hsuan Yeh

The purpose of this paper is to understand what drives customers’ behavioral loyalty and explore the relationship between intentional and behavioral loyalty in the context…

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2195

Abstract

Purpose

The purpose of this paper is to understand what drives customers’ behavioral loyalty and explore the relationship between intentional and behavioral loyalty in the context of e-tailing.

Design/methodology/approach

Based on the theory of reasoned action and the recency-frequency-monetary value model, this study proposes a research model to explore the relationships among satisfaction, switching cost, intentional loyalty (i.e. word of mouth (WOM) and repurchase intention), and behavioral loyalty (i.e. purchase frequency and monetary value). Data collected from 266 respondents in the context of e-tailing are tested against the research model using a partial least squares (PLS) approach.

Findings

The results indicate that both satisfaction and switching cost are positively related to intentional loyalty (i.e. WOM and repurchase intention), and that the relationship of satisfaction with intentional loyalty outweighs that of switching cost. Additionally, while repurchase intention significantly associates with purchase frequency and monetary value, a relatively small portion of the variance in both purchase frequency and monetary value are explained. More importantly, WOM is unrelated to both purchase frequency and monetary value. The insignificance of WOM and the low predictability of repurchase intention indicate that the relationship between intentional and behavioral loyalty is weak in e-tailing context.

Originality/value

This study provided empirical evidence to support the weak relationship between intentional and behavioral customer loyalty in the context of e-tailing. The findings provide several important theoretical and practical implications for e-tailing customer relationship management.

Details

Internet Research, vol. 24 no. 5
Type: Research Article
ISSN: 1066-2243

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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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1576

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: 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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4332

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: 29 April 2019

Yousef Keshavarz, Yuhanis Abdul Aziz, Dariyoush Jamshidi and Zeinab Ansari

The purpose of this paper is to follow a comparative framework to investigate the effects of outcome quality on loyalty through the mediating role of perceived value in…

Abstract

Purpose

The purpose of this paper is to follow a comparative framework to investigate the effects of outcome quality on loyalty through the mediating role of perceived value in four-star hotels and five-star hotels.

Design/methodology/approach

Following a review of the literature, some hypotheses were formulated to examine the effects of outcome quality on attitudinal loyalty and behavioral intention through the mediating role of perceived value. The data guiding the comparative analysis were collected from two groups of visitors staying either in four-start or five-star hotels. The sample included 356 international tourists who stayed overnight in four- or five-star hotels in Kuala Lumpur, Malaysia. Structural equation modeling was used to analyze the data.

Findings

Analyzing the data obtained helped to construct three models. In the first model, the effects of outcome quality on attitudinal loyalty and behavioral intention through the mediating role of perceived value in both group of customers was analyzed. In the second model, the effects of outcome quality on behavioral intention through the mediating role of perceived value were compared across the two groups. In the third model, all dimensions of attitudinal loyalty and behavioral intention were combined into one single variable called composite loyalty.

Originality/value

In the first model, the (in)direct effect of outcome quality on both of the dimensions of loyalty (attitudinal loyalty and behavioral intention) was confirmed through perceived value as the mediating variable. The results of processing the second model showed that the impact of outcome quality on behavioral intention was greater in the four-star hotels clients, whereas the effect of perceived value on behavioral intention was greater in the five-star hotels visitors. The third model revealed that the (in)direct effect of outcome quality on composite loyalty through perceived value was greater in the four-star hotels clients than that in the five-star hotels clients.

Details

International Journal of Tourism Cities, vol. 5 no. 2
Type: Research Article
ISSN: 2056-5607

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Article
Publication date: 10 October 2021

Neeru Sharma

This paper aims to investigate to what extent core, technical and social components of relationship value influence customer satisfaction and loyalty in the high…

Abstract

Purpose

This paper aims to investigate to what extent core, technical and social components of relationship value influence customer satisfaction and loyalty in the high technology business to business (B2B) markets.

Design/methodology/approach

Seven attributes of a high-technology buyer-seller relationship are identified representing the core, technical and social nature of relationship value. A conceptual model is proposed in which customer satisfaction mediates between the relationship value components and the two aspects of customer loyalty – attitudinal and behavioural. The empirical study is conducted in India employing 127 high technology customers. Structural equation modelling and path analysis is used to test the hypothesized linkages and examine the impact of different components.

Findings

Technical and social components of value influence customer satisfaction to a greater extent than the core components. Whilst behavioural loyalty is more driven by core components, attitudinal loyalty is more influenced by the social component. Satisfaction mediates the links between relationship value components and the two aspects of loyalty.

Research limitations/implications

Future research could test the modelled linkages in different countries and using larger samples and investigate the supplier perspective.

Practical implications

The paper provides useful implications for high tech product suppliers to improve their relationship with their customers. Suppliers must develop collaborative product/technology development projects and explore opportunities for personal relationships/rapport building with their customers, whilst delivering a quality product at a competitive price.

Originality/value

To the best of the authors’ knowledge, the paper is the first in B2B literature to provide an insight of how the different components of relationship value vary in influencing satisfaction and loyalty in a high technology B2B buyer-seller relationship.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 19 May 2021

Cheri A. Young and David L. Corsun

The purpose of the study was to examine travelers’ attitudinal and behavioral loyalty to the product type of peer-to-peer (P2P) accommodations (as opposed to a brand).

Abstract

Purpose

The purpose of the study was to examine travelers’ attitudinal and behavioral loyalty to the product type of peer-to-peer (P2P) accommodations (as opposed to a brand).

Design/methodology/approach

P2P accommodations’ hosts provided contact information for their guests from the prior two years who were contacted to participate in the study. Respondents answered questions about their travel party, trip purpose, factors leading to their P2P accommodation stay and attitudinal and behavioral loyalty around P2P lodging.

Findings

Autonomous motivators (dislike of big hotel chains and experience authenticity) and controlled motivators (location and cooking facilities) were positively related to attitudinal loyalty to P2P accommodations. Price predicted behavioral loyalty in the form of repeat purchase behavior and attitudinal loyalty did not.

Research limitations/implications

Limitations of this study include the representativeness and size of the sample, the generalizability of the results, cross-sectional nature of the data and respondents’ recall ability. Despite a favorable attitude toward P2P accommodations, only price accounted for travelers’ repeated choice of P2P accommodations over hotels.

Practical implications

While attitudinal loyalty was explained by the dislike of big hotel chains and experience authenticity in P2P accommodations, it did not translate into repeated purchase behavior. Behavioral loyalty to P2P seems all about price, which begs the question of whether price is the most meaningful competitive lever in the battle between conventional hotels and P2P.

Originality/value

Hotel brand loyalty refers to consumer choice of brand within the conventional hotel product type. This study presents the first effort to understand consumer loyalty to a lodging product type, specifically P2P accommodations, and not a particular brand.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 11 July 2020

Jin Ho Yun, Philip J. Rosenberger and Kristi Sweeney

The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the…

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1452

Abstract

Purpose

The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer (football) fan loyalty, with enduring involvement with the team as a moderator.

Design/methodology/approach

A convenience sample of Australian A-League soccer fans completed a paper-and-pencil, self-administered survey to evaluate their team on the focal constructs. A total of 207 participants were recruited from a major Australian east-coast university.

Findings

Using partial least squares-structural equation modelling (PLS-SEM), the study found that fan engagement influences both team brand image and cumulative fan satisfaction, while team brand image also influences cumulative fan satisfaction, and both of these constructs influence attitudinal loyalty and behavioural loyalty. The moderating role of enduring involvement was also found for two relationships: team brand image → attitudinal loyalty and team brand image → behavioural loyalty, along with a mediating role of attitudinal loyalty.

Originality/value

This study increases our understanding of the reasons why soccer fans are committed to and exhibit fan-related behaviours for a team, thus contributing to the sports-marketing literature on the relationships amongst fan engagement, team brand image, cumulative fan satisfaction, attitudinal loyalty and behavioural loyalty, along with the moderating role of enduring involvement. The findings also assist sports-marketing practitioners to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 12 June 2017

Bee-Lia Chua, Sanghyeop Lee and Heesup Han

This study aims to test the relationships among involvement, perceived price, perceived quality, affective satisfaction, perceived value, attitudinal loyalty and behavioral

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1483

Abstract

Purpose

This study aims to test the relationships among involvement, perceived price, perceived quality, affective satisfaction, perceived value, attitudinal loyalty and behavioral loyalty in the cruise line industry. In addition, this study attempted to identify whether the differences in these variables exist across first-time and repeat cruise customers.

Design/methodology/approach

The web-based survey was used. A total of 403 complete responses were used for data analysis. Anderson and Gerbing’s (1988) two-step approach was used to achieve study objectives.

Findings

The t-test analyses demonstrated that repeat cruise customers expressed significantly lower perceived price and higher affective satisfaction, perceived value and behavioral loyalty than first-time cruise travelers. The structural equation modeling results revealed that involvement has an important role in loyalty generation process. However, the structural model did not significantly differ across first-time and repeat customers.

Practical implications

Overall, the results indicated the critical needs to develop individuals’ interest in cruise vacation with a particular cruise line. Cruise line operators who undertake promotion efforts that enhance people involvement with their cruise line should result in greater likelihood of choosing the same cruise line in the future.

Originality/value

With a lack of research about cruise line involvement and loyalty, this research contributes to theoretical understanding of intricate attitudinal and behavioral loyalty generation process across first-time and repeat cruise passengers.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 6
Type: Research Article
ISSN: 0959-6119

Keywords

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