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Article
Publication date: 11 February 2019

HakJun Song, So Young Bae and Heesup Han

This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks…

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4126

Abstract

Purpose

This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop.

Design/methodology/approach

To this end, a self-administered questionnaire survey was conducted, and after eliminating the outliers, a total of 401 data were analyzed using the SPSS and AMOS statistical packages.

Findings

The results of the current study indicate that both customers’ brand love and respect are positively related to their brand loyalty and sensuality, intimacy, trust among drivers of lovemarks directly affecting their brand loyalty, suggesting that the theory of lovemarks is useful to understand the process of generating brand loyalty. Moreover, it was revealed that reputation and performance are significant antecedents of brand respect, while mystery, sensuality and intimacy are important to explain brand love.

Practical implications

The present research informed that effectively dealing with two constituents of lovemarks (brand love and brand respect) are of utmost importance in building patrons’ brand loyalty. In addition, patrons’ cognitive and emotional experiences should be improved to boost the level of loyalty for a name-brand coffee shop.

Originality/value

This study made a contribution to the literature by conceptually and empirically evaluating lovemarks’ dimensions simultaneously in the name-brand coffee shop environment. In addition, this research was the first attempt to explicate loyalty formation for a name-brand coffee shop by using the lovemarks theory.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 3
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 6 March 2020

Soon-Ho Kim and Seonjeong Ally Lee

This study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of…

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1050

Abstract

Purpose

This study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.

Design/methodology/approach

Proposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.

Findings

Results identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.

Originality/value

This study is the first to investigate the marketing communication mix elements in a coffee shop context.

Details

Journal of Hospitality and Tourism Insights, vol. 3 no. 3
Type: Research Article
ISSN: 2514-9792

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Book part
Publication date: 9 December 2016

Soon-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…

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.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78635-615-4

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Article
Publication date: 22 December 2020

Wen-Yu Chiang

Nowadays, the agricultural business environment is expended to the whole world. Transaction records in point of sales and customer relationship management (CRM) systems…

Abstract

Purpose

Nowadays, the agricultural business environment is expended to the whole world. Transaction records in point of sales and customer relationship management (CRM) systems can be large-scale data for long-established global chain businesses. Thus, the purpose of this paper is to using a proposed data mining approach to discover valuable markets/customers of urban coffee shop industry (retailer) in current environment of Taiwan, which can implement the industry's data-driven marketing strategy on a CRM system.

Design/methodology/approach

In this research approach, Ward's method, C5.0 decision tree and a proposed model are applied for discovering valuable markets and mining useful customer rules.

Findings

These found markets and discovered rules can be applied on marketing information or CRM system for identifying valuable customers and target markets.

Originality/value

In this study, the CRM system can be the media for the data-driven marketing strategy in environment of Taiwan. The approach of this research can be applied on other businesses for their data-driven marketing strategies as well.

Details

British Food Journal, vol. 123 no. 4
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 30 December 2019

Heesup Han, Kai-Sean Lee, HakJun Song, Sanghyeop Lee and Bee-Lia Chua

The purpose of this paper is to investigate the interrelationships among coffeehouse brand experiences, customer satisfaction and perceived value in generating patrons…

Abstract

Purpose

The purpose of this paper is to investigate the interrelationships among coffeehouse brand experiences, customer satisfaction and perceived value in generating patrons’ repeat purchase intention.

Design/methodology/approach

The survey sample consisted of 379 coffeehouse patrons who visited an international chain coffeehouse in a metropolitan city of South Korea.

Findings

The results of the structural equation modeling revealed that a coffeehouse brand experience exerted a significant influence on customer satisfaction and perceived value. The repurchase intention was found to be a significant and positive function of customer satisfaction and perceived value. Moreover, the result of the metric invariance test demonstrated a significant moderating impact on the relationships between coffeehouse brand experiences and customer satisfaction, coffeehouse brand experiences and perceived value, and customer satisfaction and repurchase intention.

Research limitations/implications

An examination of the moderating role of switching costs demonstrated that the relationships between coffeehouse brand experiences and customer satisfaction, between coffeehouse brand experiences and perceived value and between customer satisfaction and repurchase intention differed across switching costs groups. More specifically, the relationship strength was greater for the high group of switching costs than for the low group.

Originality/value

The present study provides coffeehouse management with a better understanding of the underlying mechanism of patrons’ repurchase decision generation process.

Details

Journal of Hospitality and Tourism Insights, vol. 3 no. 1
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 18 May 2018

Wanrudee Tangsupwattana and Xiaobing Liu

The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the…

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2134

Abstract

Purpose

The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in Generation Y consumer behavior through the comparison of Generation Y consumers’ income sources.

Design/methodology/approach

A conceptual model was developed to represent the proposed relationships among the related variables. Data from a total of 328 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses.

Findings

The study found that emotional experience has a significant and positive effect experience symbolic consumption, symbolic consumption provided a positive effect on brand loyalty.

Research limitations/implications

Time and resources limitation did not allow studying the larger sample. Future research should include more product categories. The sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors.

Practical implications

The findings suggest that symbolic consumption is a key motivation to increase brand loyalty when developing marketing strategies for the Generation Y consumers.

Originality/value

This study identifies the components of symbolic consumption in meaning for conspicuous products and provides empirical support for the effect of emotional experience and symbolic consumption on brand loyalty in coffee shop industry.

Details

Marketing Intelligence & Planning, vol. 36 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 19 October 2015

Sreejesh S, Amarnath Mitra and Debjani Sahoo

This paper aims to provide empirical evidence of relationship between perceived service innovativeness, image-congruence, satisfaction and behavioral outcomes at the…

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1332

Abstract

Purpose

This paper aims to provide empirical evidence of relationship between perceived service innovativeness, image-congruence, satisfaction and behavioral outcomes at the customer level. It hypothesizes a moderated mediation model, denoting that perceived service innovativeness relates to image-congruity dimensions, which, in turn, will promote satisfaction at cognitive and affective level, thereby creating strong behavioral outcomes.

Design/methodology/approach

Data were collected through online surveys. The survey aimed at measuring the hypothesized constructs and other study-relevant information. Hypotheses were tested using the structural equation modeling technique.

Findings

This paper validates the role of perceived service innovativeness as a mechanism facilitating development and transfer of customer’s image-congruence toward a service firm. It also finds that the image-congruity dimensions fully mediate the relationship between perceived innovativeness and satisfaction. The resultant customer satisfaction leads to the development of behavioral outcomes. Further, the study finds that perceived innovativeness have varying effects on image-congruence dimensions depending upon customer’s prior experience.

Practical implications

The study provides evidence to managers that the customer-centric value creation through image-congruence requires development of positive perceived service innovativeness, which will result in customer satisfaction and their behavioral outcomes.

Originality/value

The study is the first attempt to find empirical support for the role of perceived service innovativeness to create customer’s image congruity with a service firm. Further, analyzing how perceived service innovativeness, image-congruence, customer satisfaction and behavioral outcomes are related to each other is also an important contribution.

Details

Journal of Hospitality and Tourism Technology, vol. 6 no. 3
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 14 October 2020

Sha Wang, Kam Hung, Minglong Li and Hailian Qiu

Although the number of guest houses in China is increasing rapidly, many of them are not performing well in developing customer loyalty. Self-congruity and functional…

Abstract

Purpose

Although the number of guest houses in China is increasing rapidly, many of them are not performing well in developing customer loyalty. Self-congruity and functional congruity represent two cost-effective but inadequately researched ways for guest houses to maintain customers. In view of the lack of empirical research explaining the post-purchase behavior of guest house customers, the purpose of this study is to develop a congruity-based customer loyalty model for this specialized type of accommodation.

Design/methodology/approach

Based on a review of relevant literature, a robust conceptual framework of customer loyalty comprising satisfaction, self-congruity, functional congruity, perceived value and attractiveness of alternates was constructed. By means of an online panel survey, 828 valid questionnaires were obtained from customers who had stayed in a Chinese guest house within the previous year. Structural equation modeling was conducted to test the conceptual model and the hypothesized relationships among the constructs.

Findings

Significant relationships were found between the two congruity constructs in guest houses, which both led to positive customer post-purchase behaviors. The authors found that self-congruity, functional congruity and the attractiveness of alternates did not affect customer loyalty directly; rather, they influenced loyalty indirectly through customer satisfaction.

Originality/value

This study developed a unique, congruity-based model of customer loyalty in the context of guest houses. It enhances the body of knowledge regarding congruity in the field of tourism and hospitality, and it discusses relevant implications of the findings for tourism marketing researchers and for owner-managers of guest houses.

研究目的

虽然民宿增长迅速, 多数民宿在顾客忠诚上表现较差。自我一致性和功能一致性作为民宿维持顾客的有效手段, 在学术上研究较少。鉴于学界缺乏对民宿顾客购后行为的实证研究, 本研究试图构建一个基于一致性的民宿顾客忠诚模型。

研究方法

在文献综述基础上, 我们构建了一个基于一致性的顾客忠诚模型。用在线样本库的方法调查了过去一年有过民宿住宿体验的顾客, 最终收集了828份有效问卷。

研究结果

研究发现, 两个一致性表现对顾客的购后行为存在显著影响。同时, 本研究显示, 自我一致性, 功能一致性和替代者吸引力并不直接影响顾客忠诚, 而是通过影响顾客满意影响忠诚。

研究价值

基于一致性的新视角, 民宿顾客忠诚模型被重塑。本研究可以加深对接待业自我一致性研究的理解, 并为旅游营销研究提供启示。论文最后还讨论了研究结果对民宿研究和管理者的启示。

Propósito

Aunque el número de casas de huéspedes en China está aumentando rápidamente, muchas de ellas no están funcionando bien en el desarrollo de la lealtad del cliente. La autocongruencia y la congruencia funcional representan dos formas rentables pero inadecuadamente investigadas para que las casas de huéspedes mantengan clientes. En vista de la falta de investigación empírica que explique el comportamiento posterior a la compra de los clientes de la casa de huéspedes, el presente estudio busca desarrollar un modelo de lealtad del cliente basado en la congruencia para este tipo especializado de alojamiento.

Diseño/metodología/enfoque

Con base en una revisión de literatura relevante, construimos un marco conceptual robusto de lealtad del cliente que comprende satisfacción, autocongruencia, congruencia funcional, valor percibido y atractivo de alternativas. Mediante una encuesta de panel en línea, obtuvimos 828 cuestionarios válidos de clientes que se habían alojado en una casa de huéspedes china durante el año anterior. Se realizó un modelado de ecuaciones estructurales para probar el modelo conceptual y las relaciones hipotéticas entre los constructos.

Hallazgos

Se encontraron relaciones significativas entre las dos construcciones de congruencia en las casas de huéspedes, lo que condujo a comportamientos positivos posteriores a la compra del cliente. Descubrimos que la autocongruencia, la congruencia funcional y el atractivo de las alternativas no afectaban directamente la lealtad del cliente; más bien, influyeron indirectamente en la lealtad a través de la satisfacción del cliente.

Originalidad/valor

Este estudio desarrolló un modelo único de lealtad del cliente basado en la congruencia en el contexto de las casas de huéspedes. Mejora el conjunto de conocimientos sobre congruencia en el campo del turismo y la hospitalidad, y analiza las implicaciones relevantes de los hallazgos para los investigadores de marketing turístico y para los propietarios-gerentes de casas de huéspedes.

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Article
Publication date: 13 November 2017

Wanrudee Tangsupwattana and Xiaobing Liu

The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands.

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2032

Abstract

Purpose

The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands.

Design/methodology/approach

A conceptual model has been developed to illustrate the proposed relationships among the related variables. Data from a total of 300 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses.

Findings

The study found that Generation Y consumers’ symbolic consumption has a significant and positive effect on brand attitude and purchase intention.

Research limitations/implications

Time and resources limitation did not allow to study the larger sample. Future research should include more product categories and more global brands. Sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors toward global brands.

Practical implications

The findings suggest that symbolic consumption is a key motivation to increase purchase intention when developing marketing strategies for the Generation Y consumer.

Originality/value

This study has contributions to symbolic consumption and Generation Y literature combining several important dimensions into a structural model, and examines the relationships among these dimensions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 20 May 2021

Davood Ghorbanzadeh

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature…

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.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 3
Type: Research Article
ISSN: 1757-4323

Keywords

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