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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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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

Keywords

Article
Publication date: 1 November 2021

Ernest Emeka Izogo and Mercy Mpinganjira

Despite wide acknowledgment in research of the benefits of customer engagement to firms, the customer engagement process and how it leads to positive marketing outcomes…

Abstract

Purpose

Despite wide acknowledgment in research of the benefits of customer engagement to firms, the customer engagement process and how it leads to positive marketing outcomes remains underexplored. Extending existing research, this paper aims to develop and test a conceptual model that outlines the effect of passive and active customer behavioral engagement on customer loyalty and the role of customer involvement in the process, as both an antecedent and a moderator.

Design/methodology/approach

Data collected from 362 millennials in Johannesburg, South Africa through a scenario-based experiment was submitted to a partial least square structural equation modeling and moderated-mediation analyses after examining the manipulation effectiveness of the experimental scenarios. The unit of analyses is hotel patrons.

Findings

The findings include customer involvement is a significant predictor of passive and active customer behavioral engagement both of which consequently influence customer loyalty; customer involvement moderates the effect of passive engagement on active engagement; and not only is passive engagement indirectly related to customer loyalty through active engagement, the indirect relationship is the strongest at the highest level of customer involvement.

Research limitations/implications

The current study provides notable insights into the relationship between customer involvement, customer behavioral engagement and customer loyalty. However, there is need for further studies to validate our model across different brand categories and different social media platforms as well as in offline settings with a more diverse sample because the scope of this study is limited to millennials that use Facebook brand communities.

Originality/value

This study contributes to the customer engagement literature by rationalizing and demonstrating the importance of customer involvement as a precursor of the behavioral engagement process (comprising the passive and the active components) and loyalty among hotel patrons.

Details

International Journal of Tourism Cities, vol. 8 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

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…

2387

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

Keywords

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.

1942

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.

Open Access
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.

3505

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.

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…

4597

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

Keywords

Open Access
Article
Publication date: 12 May 2022

Brighton Nyagadza, Gideon Mazuruse, Asphat Muposhi and Farai Chigora

This study aims to examine the influence of service quality, satisfaction, trust, value and commitment on hotel customers’ attitudinal and behavioural loyalty.

1230

Abstract

Purpose

This study aims to examine the influence of service quality, satisfaction, trust, value and commitment on hotel customers’ attitudinal and behavioural loyalty.

Details

Tourism Critiques: Practice and Theory, vol. 3 no. 1
Type: Research Article
ISSN: 2633-1225

Keywords

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

Keywords

Article
Publication date: 14 June 2022

Sujata Khandai, Jones Mathew, Renu Yadav, Sonia Kataria and Harpuneet Kohli

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this…

Abstract

Purpose

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship.

Design/methodology/approach

A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects.

Findings

A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty.

Research limitations/implications

Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty.

Originality/value

The examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.

Details

Society and Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5680

Keywords

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. 37 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

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