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1 – 10 of over 24000Soon-Ho Kim, Min-Seong Kim and Dong Hun Lee
Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the…
Abstract
Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.
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Seyed Shahin Sharifi and Mohammad Rahim Esfidani
The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage…
Abstract
Purpose
The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles of trust and cognitive dissonance.
Design/methodology/approach
Based on a survey on consumers of cell phones, the authors tested the effects of relationship marketing on cognitive dissonance and then customer satisfaction, behavioural, and attitudinal loyalty, using structural equation modelling.
Findings
The results indicate that, thanks to relationship marketing, consumers undertook less cognitive dissonance in post-purchase stage. Thus, as consumers faced less cognitive dissonance, they represented more satisfaction and thereby behavioural and attitudinal loyalty. Additionally, the study confirmed the mediating role of trust and cognitive dissonance.
Practical implications
The results show that when brands and retailers make their ties with their customers stronger and encourage trust, they can discourage cognitive dissonance in post-purchase stage and thereby encourage customer satisfaction and behavioural and attitudinal loyalty.
Originality/value
Literature on post-purchase behaviour and cognitive dissonance shows how cognitive dissonance can reduce post-purchase satisfaction. Our research adds to the literature of both relationship marketing and post-purchase behaviour.
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Saman Sheikhesmaeili and Sana Hazbavi
The purpose of this paper is to determine the impact of food-related lifestyle (FRL) and food-related personality traits (FRPTs) on customer satisfaction and loyalty so that…
Abstract
Purpose
The purpose of this paper is to determine the impact of food-related lifestyle (FRL) and food-related personality traits (FRPTs) on customer satisfaction and loyalty so that sufficient evidence for forming a new pattern of predictors of customer satisfaction and loyalty can be explored.
Design/methodology/approach
The research method in this study was the descriptive type and was based on the goal of the applied research methods. Data were collected from 384 sample group consumers of chain stores in the city of Tehran. The hypothesized relationships were tested using structural equation modeling (SEM).
Findings
Final results of study showed the significant effects of FRL and FRPT on satisfaction and loyalty of consumers. This indicates that aforementioned variables can create customer satisfaction and loyalty toward food. The research conceptual model was confirmed with goodness of fit.
Research limitations/implications
First, the sample consisted of customers who use a wide range of food despite diverse motives and interests. While knowing that costumers’ specific traits about food would have provided a more detailed and comprehensive understanding, conducting research in a set of general food consumer without considering special foods category could be a limitation. Second, and more importantly, since the customer behavior in consumption choices is an unconscious and cognitive process, other factors and domain that are linked to customer satisfaction and loyalty would have been missed.
Practical implications
This study shows that understanding the behavioral aspects of food consumption can help food producing companies to adjust their production and specially to foresee changes. Marketers are advised to investigate customer traits to promote customer satisfaction and loyalty effectively. This paper contributes to the body of knowledge in food marketing.
Originality/value
The present study offers a unique and valuable insight into a customer’s behavior and deepens customer satisfaction and loyalty by incorporating FRL, food neophobia scale and food involvement scale as independent variables to contribute knowledge in the context of food marketing, and throws some light upon the predictive power of mentioned variables on customer behaviors.
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Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a…
Abstract
Purpose
Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.
Design/methodology/approach
A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.
Findings
The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.
Research limitations/implications
Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.
Practical implications
The managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.
Originality/value
The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.
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Monique Murfield, Christopher A. Boone, Paige Rutner and Rodney Thomas
The purpose of this paper is to investigate the impact of logistics service quality (LSQ) on consumer satisfaction and loyalty in an omni-channel retail environment.
Abstract
Purpose
The purpose of this paper is to investigate the impact of logistics service quality (LSQ) on consumer satisfaction and loyalty in an omni-channel retail environment.
Design/methodology/approach
An empirical, survey-based approach is used to collect data from consumers about experiences with two different omni-channel retail scenarios: buy-online-pickup-in-store (BOPS), and buy-in-store-ship-direct (BSSD). Participants responded to questions regarding the LSQ, consumer satisfaction, and consumer loyalty relative to their actual experience in one of these situations.
Findings
Results suggest that omni-channel consumers are truly unique, and all three dimensions of LSQ (condition, availability, and timeliness) are distinct in their impact on satisfaction and loyalty. Results suggest that in the BOPS sample, consumer satisfaction partially mediates the relationship between condition and loyalty and fully mediates the relationship between timeliness and loyalty. In the BSSD model, consumer satisfaction partially mediates the relationship between timeliness and consumer loyalty.
Research limitations/implications
This research studies LSQ in two different omni-channel scenarios; additional research is needed to explore other omni-channel scenarios and extend the findings to be more generalizable.
Practical implications
Managers should recognize that for omni-channel consumers, timeliness is the essential driver of satisfaction and loyalty. Retailers need to account for this reality and dedicate substantial resources to meet delivery requirements in a timely manner. Logistics service providers need to emphasize speed and reliability of their delivery processes for omni-channel consumers.
Originality/value
This research is the first attempt at conceptualizing LSQ in an omni-channel supply chain, and testing the impact of LSQ on consumer satisfaction and loyalty.
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Yam B. Limbu, Marco Wolf and Dale L. Lunsford
This paper aims to examine the effects of consumers' perceptions concerning the ethics of online retailers on web site satisfaction and loyalty.
Abstract
Purpose
This paper aims to examine the effects of consumers' perceptions concerning the ethics of online retailers on web site satisfaction and loyalty.
Design/methodology/approach
An online survey instrument was administered to a sample of 220 students who were enrolled in various business undergraduate classes at a mid size university located in the southwestern USA. Participants completed a questionnaire based on their latest online purchase. The measurement model and structural relationships were estimated using AMOS 18.
Findings
Non‐deception, fulfillment, and security are significant predictors of web site satisfaction. Only privacy is related directly with loyalty. While direct effects of fulfillment and non‐deception on loyalty are not significant; satisfaction mediates these relationships. Results provide a strong support for the web site satisfaction‐loyalty relationship.
Practical implications
Internet retailers must address ethical issues surrounding their web sites by protecting financial and personal information, delivering accurate products, and avoiding deceptive practices.
Originality/value
The current research is one of few studies in online retailing that examines the relationship between perceived online ethics, satisfaction and loyalty. By offering evidence to prior conflicting results in the literature, a strong association between what consumers perceive as ethical online retailing, their satisfaction and loyalty to online retailers was confirmed.
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Choukri Menidjel, Abderrezzak Benhabib and Anil Bilgihan
The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits, namely…
Abstract
Purpose
The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits, namely, consumer innovativeness, variety-seeking and relationship proneness, in the context of fast-moving consumer goods.
Design/methodology/approach
Data were collected using a survey of 443 consumers. Structural equation modeling, specifically partial least squares regression, was used to test the theoretical model.
Findings
The findings indicate that brand loyalty is the most affected (both directly and indirectly) by satisfaction through the mediation of brand trust in both product categories studied. Moreover, variety-seeking behavior negatively moderates the relationship between brand trust and brand loyalty for fruit juices.
Research limitations/implications
This research was conducted in the context of fast-moving consumer goods within a limited geographical region. Future research could apply this model to different contexts and countries.
Practical implications
Companies that produce fast-moving consumer goods are advised to consider the important role of satisfaction in the generation of trust, which leads to brand loyalty.
Originality/value
This study proposes and tests a theoretical model that is more comprehensive than the models used in previous studies because it investigates the relationships among satisfaction, trust, loyalty and personality traits. It is the first attempt to examine the moderating effects of consumer innovativeness, variety-seeking and relationship proneness on the relationship between brand trust and loyalty.
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Ho Huy Tuu, Svein Ottar Olsen and Pham Thi Thuy Linh
This study aims to discuss and test the combined role of perceived risk, objective knowledge and certainty as moderators in the satisfaction‐loyalty relationship.
Abstract
Purpose
This study aims to discuss and test the combined role of perceived risk, objective knowledge and certainty as moderators in the satisfaction‐loyalty relationship.
Design/methodology/approach
The authors use survey data of 387 Vietnamese consumers in a food context. A structural equation modeling (SEM) approach for moderator analysis with latent constructs is used to test the hypotheses.
Findings
Perceived risk is a barrier in the forming of loyalty with a negative moderating effect on the satisfaction‐loyalty relationship. However, the satisfaction‐loyalty relationship is stronger when objective knowledge and certainty increase.
Research limitations/implications
The object and setting are limited to one product category in one market. In addition, other moderators (e.g. situation and ambivalence) can be added. The nature of causality is problematic due to the use of survey design.
Practical implications
Customer management based on satisfaction is not sufficient to keep customers' loyalty, especially in the situations of highly perceived risk and uncertainty. Marketing strategies, which reduce consumers' risks, consolidate their confidence and educate them with relevant knowledge, may be effective strategies to increase their loyalty.
Originality/value
The study fills several gaps in the present literature. First, it overcomes some shortcomings of previous studies of moderators in the satisfaction‐loyalty relationship by testing the combined role of three important moderators. Second, it tests the moderator effect of objective knowledge and adds an extra explanation to previous studies. While some previous studies suggest a negative moderator effect of subjective knowledge, this paper argues for and confirms a positive moderator effect of objective knowledge on this relationship. Finally, it uses SEM for moderator analysis with latent constructs.
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Ho Huy Tuu and Svein Ottar Olsen
The purpose of this paper is to explore the combined moderator role of consideration set size (CSS) and variety seeking (VS) on the satisfaction-loyalty relationship, and uses…
Abstract
Purpose
The purpose of this paper is to explore the combined moderator role of consideration set size (CSS) and variety seeking (VS) on the satisfaction-loyalty relationship, and uses theories and findings mostly from the brand literature to test some hypotheses at a product category level.
Design/methodology/approach
The authors use survey data of 487 Vietnamese consumers in a food context. A structural equation modelling (SEM) approach for moderator analysis with latent constructs is used to test the hypotheses.
Findings
CSS has a positive effect on CRL, while VS has a negative effect on CRL. CSS is found to have a positive moderator effect on the category satisfaction-category repurchase loyalty relationship. More interestingly, CSS still interacts with VS to positively influence this relationship.
Research limitations/implications
The object and setting of this study is limited to one product category in one market. The nature of causality is problematic due to the use of survey design.
Practical implications
Those findings imply that a product category extension with alternatives providing complementary benefits will have a higher chance of success with satisfied consumers, especially those with high VS, than with less satisfied consumers.
Social implications
The study recommends that people should vary their diet to achieve different kinds of vitamins, minerals and tastes for their health. Similarly, the tourism industry should satisfy tourists ' variety-seeking needs by exploring new categories.
Originality/value
This study contributes to the literature by discussing and highlighting positive moderator effects of CSS and VS on the satisfaction-loyalty relationship at a product category level. The findings are contrast with brand literature which confirms negative moderator effects of CSS and VS on this relationship.
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Selim Ahmed, Ahmed Al Asheq, Ezaz Ahmed, Ujjal Yaman Chowdhury, Tahir Sufi and Md. Golam Mostofa
The purpose of this study is to determine how consumers perceive restaurant service in Bangladesh. The goal of this study is to determine the impact of perceived service quality…
Abstract
Purpose
The purpose of this study is to determine how consumers perceive restaurant service in Bangladesh. The goal of this study is to determine the impact of perceived service quality and price fairness on consumer satisfaction and loyalty toward restaurant services.
Design/methodology/approach
The data for this study were collected from 326 respondents who have used restaurant services in Bangladesh. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to evaluate the research data with SmartPLS 3.3.3.
Findings
The current study’s findings indicate that perceived service quality and price fairness both have a direct and significant effect on consumer satisfaction. Additionally, the research findings reveal a considerable association between perceived pricing fairness and consumer pleasure and consumer loyalty. Additionally, findings indicate that perceived service quality and price fairness both have a significant indirect effect on customer loyalty via the mediating effect of consumer satisfaction.
Practical implications
The current study demonstrates that perceived price fairness has a substantial effect on restaurant consumers’ satisfaction and loyalty; thus, this evidence can assist restaurant owners and managers in developing and implementing their pricing strategy to retain customers. Additionally, the findings have significant implications for restaurant operators, practitioners and policymakers.
Originality/value
Only a few research have been conducted to determine the effect of service quality and pricing fairness on consumer satisfaction and loyalty when it comes to restaurant services. This research conclusion provides guidance to service providers on how to increase customer satisfaction and loyalty through an emphasis on price fairness and service quality.
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