Search results

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.

In the current dynamic world, organizations required rapid changes to meet the increasing demands of their customers. On the other hand, the practice side claims that the majority of the organizational change attempts fail due to resistance from the employee side. Based on the behavioral theory of leadership, the authors examined the relationship between ethical leadership and organizational change with moderated mediation effect of behavioral resistance to change and commitment to change on the stated relationship.

Data were obtained from 333 employees, selected at random, in three waves (i.e. pre-change, during change and post-change) using survey methods from services sector organizations operating in Pakistan.

The authors found that ethical leadership was positively linked to organizational change and this relation was partially mediated by the commitment to change. Further, behavioral resistance to change weakened the relationship between ethical leadership and commitment to change.

The current study illuminates the importance of ethical leaders in the organizational change process, and empirical findings also gave an important direction to build change commitment in employees to reach positive results. Further, change leaders should use ethical practices in the workplace during organizational change initiatives to deal with behavioral resistance to change.

This study links ethical leadership with organizational change using the behavioral theory of leadership, an unexplored area in the existing literature that gives a new insight to academia and practice side officials to successfully implement any organizational change initiative.

Despite intense research interest in supply chain management (SCM) over two decades, there is still uncertainty as to what SCM is and how behavioural determinants have an impact on it. The purpose of this study is to explore the linkages between the behavioural and marketing determinants of SCM and their impact on commitment and process integration.

The approach takes the form of descriptive research leading into causal research, using survey data and testing relationships with Structural Equation Modelling.

The study found that there are significant behavioural dimensions in SCM and identified the impact of those dimensions on supply chain commitment and process integration. One noticeable finding of this study was the nature of supply chain commitment within Confucian culture.

Data for the study were drawn from one single industry, so the findings are indicative but not representative of all supply chains. Also, the results cannot be generalised to other countries and industries. However, this study acts as a starting‐point to understand how behavioural and marketing determinants may impact supply chain commitment and business process integration. A series of future studies may follow this study to develop a comprehensive understanding of the nature, structures and strategies of supply chain commitment in Confucian culture.

This study will enable supply chain managers to understand the role of behavioural and marketing factors in managing supply chains. The root of Confucian culture lies in Asia, and Asia is an integral part of global supply chains. An understanding of Confucian dynamics will enable practitioners to manage these supply chains efficiently.

This paper contributes to an understanding of the behavioural/soft determinants in managing supply chains, particularly in Asia. This study also highlights the role of Confucian dynamism in shaping supply chain commitment. Both these areas had previously been under‐researched.

Although corporate social responsibility (CSR) is one of the essential marketing activities in the hotel industry, the effect of CSR perception on customer's revisit intention varies depending on mediators and contexts. Thus, this study aims to examine how hotel companies can effectively influence customers' patronage behaviors by leveraging overall customers' CSR perception, trust and commitment.

For this purpose, an online survey is conducted among hotel customers in the USA. Partial least squares–structural equation modeling is utilized to analyze the collected data.

The results show that customers' perception toward CSR does not have a direct effect on customers' revisit intention. Interestingly, the authors find that customers' perception influences their revisit intention only via increasing trust and commitment. Also, trust appears to be highly critical for positive behavioral outcomes than commitment.

The limitations of the current research are that the different types of CSR activities and customers' demographics were not compared.

Customers' revisit intention is created when hotel companies provide not only CSR initiatives but also customers' perceived connection with the hotel brand.

Tourism and hospitality companies have focused on CSR activities because CSR activities are influential strategies to attract customers who want meaningful, responsible and sustainable experiences. By applying the cognitive consistency theory, the results of this study indicate that hotel companies can successfully use CSR activities to develop customers' revisit intention by enhancing their relational value.

The purpose of this study is to investigate the impact of relational bonding on intention and loyalty and the mediating role of commitment foci in the service context.

The study used a cross-sectional and quantitative mail survey approach. Bank customers in New Zealand were surveyed, and multiple analytical techniques were used to measure the relationships between consumer bonding, commitment foci and loyalty behavioral intentions and the mediating role of commitment foci in service relationships.

The results confirm that commitment foci or targets of commitment are important mediators in the relationships between bonding and loyalty-related behavioral intentions. The findings provide new theoretical knowledge about the mediating effect of the commitment foci in service relationships and significantly enhance knowledge about consumers’ intention and loyalty.

The research provides several noteworthy insights into the role of social and structural bonding in consumers’ commitment and loyalty in the service context, as well as provides an important implication for segmentation.

The study contributes to the service research on consumers’ intention and loyalty behavior toward the commitment foci. Introducing the role of commitment foci as a mediating mechanism within the context of a service encounter is new in the services marketing literature. This study provides a better understanding of consumers’ perceptions of and behaviors toward the commitment foci, as well as their intention and loyalty.

This article proposes two studies to demonstrate the impact of three dimensions of perceived experiential advertising – cognitive/affective/sensory advertising, relate advertising and behavioural advertising – on consumer behaviour (brand credibility, affective commitment and emotions) in the banking sector.

For study 1, a total of 506 online panellists of a recognized Canadian research firm were asked to evaluate a local bank advertisement using an online self-reported questionnaire. For study 2, a total of 65 Canadian respondents recruited through Facebook and Google adverts were asked to watch two video advertisements (one more experiential and the other less experiential). After viewing the advertisements on a computer equipped with FaceReader software by Noldus, participants completed a short online questionnaire.

Using structural equations modelling, the first study shows that brand credibility explains the positive impact of perceived cognitive/affective/sensory advertising (complementary mediation) and perceived behavioural advertising (indirect mediation only) on affective commitment. The second study illustrates that the cognitive/affective/sensory dimension is more important for experiential advertising than experiential advertising. Employing FaceReader facial expression recognition software results indicate that the bank advertisement with a higher score of perceived cognitive/affective/sensory advertising produces a higher level of happiness among respondents.

Both studies provide new insights into perceived experiential advertising and the impact of the latter on consumers. Benefits to scholars and practitioners include an enhanced understanding of advertising effectiveness in the banking sector.

The purpose of this paper is to understand why people shop at small retailers in their community. The authors investigate the influence of consumers’ civic commitment, measured at behavioural and perceptual levels, on small-retailer patronage (SRP).

Data from 984 respondents represent four French cities that host common town-centre shopping streets and large out-of-town retail parks. A structural equation model applied to the theoretical framework tests the relationships between civic behavioural commitment (CBC), civic perceptual commitment (CPC) and declared SRP.

The more an individual consumer exhibits civic behavioural commitment (CBC) to his/her community, the greater his/her small-retailer patronage (SRP). Furthermore, consumers who express strong civic perceptual commitment (CPC) prefer to patronise small retailers. Results show that CPC has a stronger impact on SRP than CBC does.

If the CPC has stronger effects on SRP than CBC does, town managers can catch people’s attention by communicating civic commitment to enhance CPC. Solidarity could be developed through large-scale social projects to send a strong signal to consumers regarding retailers’ commitment in the community. Finally, the study highlights the role businesses, retailers and consumers play in building communities. Partnerships across all local stakeholders should be built.

This paper is the first to define civic behavioural commitment within consumers’ life place based on social capital theory. Moreover, it offers a new framework for understanding perception of commitment within a community, and its impact on SRP. This measurement scale allows more efficient capturing of civic commitment to communities.

The purpose of this paper is to evaluate the role of the commitment between small and medium enterprises (SMEs) and their banks in Nigeria from the perspective of the senior SME employees. The antecedents to, and outcomes from, commitment that underpin these crucial business-to-business (B2B) relationships are quantified as part of a proposed relationship model.

In total, 850 SMEs located across three Nigerian regions were targeted leading to the achievement of 491 complete surveys. The data collected comprised various validated items from which scales were developed. Data collection was supported by means of face-to-face interviews with senior SME representatives. Confirmatory factor analysis and structural equations modelling (SEM) were employed to validate the research model and quantify the associated relationships.

Two dimensions of commitment are relevant here, namely, the affective and calculative components. The key respective antecedents to these commitment dimensions are trust and social bonding for affective commitment and costs related to benefit loss for calculative commitment. Affective commitment has the greater marginal effect on SMEs’ behavioural intentions towards their banks.

The research could be expanding further in future studies through consideration of the banks’ perspectives alongside those of the SMEs as consumers.

This lies in the assessment of the relationships’ strengths and characteristics from the perspectives of SMEs as clients, a sector under-represented in relationship marketing research and in a location where B2B relationships have perhaps not been fully supported by their banking sector.

This study aims to deal with the paucity of studies in the stages of the development of loyalty behaviour of customers in the healthcare context by incorporating three crucial service quality dimensions (physical environment, personnel quality and technical quality) and also investigating trust and commitment as mediating factors.

Survey data were obtained from 420 respondents admitted to government hospitals in Kerala employing a convenience sampling method. The formulated hypotheses were tested using partial least square structural equation modelling.

Results indicate that patient satisfaction, trust and commitment can create favourable behavioural intentions amongst patients. When patients reveal higher trust, they are more inclined to value healthcare services and willing to commit to a long-term relationship, resulting in increased patient loyalty.

Organisational efforts should improve trust and commitment and build a good relationship between service providers and patients. Efforts should be taken to raise the standard of technical and personnel aspects, and a focus on physical infrastructure should also be considered to build a favourable behavioural intention to revisit and positive referrals.

This is the first empirical study to analyse technical quality, personnel quality and physical environment along with the mediating effect of trust, and commitment in a four-stage loyalty development model in the healthcare context of Kerala, India.

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