Search results

Many associations in the Farm Credit System, which are financial cooperatives, pay their member‐borrowers a cash patronage payment based on the amount of loan volume with the association. In today's competitive lending environment, some Farm Credit associations have offered lower interest rates on new loans but these new member‐borrowers have to forgo their cash patronage payment to receive this new, lower‐interest rate loan. The purpose of this paper is to identify Farm Credit member‐borrowers' preferences for patronage refunds received as a cash payment versus lower fixed real estate interest rates.

Preferences for patronage refunds or lower fixed interest rates are elicited from Farm Credit Services of East Central Oklahoma member‐borrowers via conjoint analysis.

Results show that member‐borrowers strongly prefer patronage refunds compared to lower fixed interest rates.

This paper fulfills a need to better understand patronage refund programs within the Farm Credit System.

Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior.

The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis.

Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement.

Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors.

This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior.

Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.

Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista.

Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones.

Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores.

Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores.

El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista.

A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación.

本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产（CBRE）与零售顾客行为之间关系中的调节作用。

数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式（多元）回归和交互分析对数据进行了分析。

结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。

考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。

本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。

尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。

Status demotion in hierarchical loyalty programs (HLPs) has received considerable academic attention. However, existing research is relatively silent on whether HLP status demotion fosters service relationship fading by influencing demoted customers’ psychological disengagement and the likelihood of patronage reduction. Drawing on the relationship fading literature and the stimulus–organism–response framework, this study aims to examine these effects. It further investigates the moderating role of psychological ownership on the links of status demotion with psychological disengagement and the likelihood of patronage reduction.

Two studies (Studies 1 and 2) were conducted in the context of airline HLPs. Study 1 was a structured survey conducted among 213 demoted airline HLP customers in Australia, and Study 2 was an experiment conducted among 178 executive MBA students in Bangladesh. The PROCESS macro was used to test the moderated mediation model.

The results of both studies show that HLP status demotion significantly influences customers’ psychological disengagement and the likelihood of patronage reduction. The findings also reveal that psychological disengagement mediates the relationship between status demotion and the likelihood of patronage reduction. Further, customers with high (low) psychological ownership feel high (less) psychological disengagement and show high (less) likelihood of patronage reduction due to their HLP status demotion.

This study extends the existing literature on relationship marketing and HLPs by offering a better understanding of how and under what conditions status demotion elicits customers’ psychological disengagement and the likelihood of patronage reduction.

This study aims to investigate the relationships among monetary cost (stimulus), perceived greenwash fear, attitude and perceived behavioural control (organism-related factors) and green hotel patronage intention (response) using the stimulus-organism-response (S-O-R) model.

A total of 262 valid questionnaires were collected. Data were collected using the purposive sampling method and tested using the partial least squares (PLS) approach.

Monetary cost is positively related to only one organism-related factor which is perceived greenwash fear. All organism-related factors are positively related to response, which is green hotel patronage intention. Attitude mediates the relationship between perceived greenwash fear and green hotel patronage intention, as well as perceived behavioural control and green hotel patronage intention.

A longitudinal study can be performed in the future to observe the actual green hotel patronage behaviour of customers.

Green hoteliers should focus on the development of communication strategies to enhance their corporate reputation. Green hoteliers also need to build trust by showing their green initiatives are genuine, identify consumers who are willing to pay more for green hotels and offer promotions with price incentives such as frequency discounts, coupons and rebates to increase interest and trialability.

Few studies have focused on the use of monetary cost as a stimulus in the S-O-R model to predict green hotel patronage intention. This study also tested the mediating effect of attitude, one of the organism-related factors, in the model.

Despite retail digitisation and research efforts focussed on online and omnichannel shopping, there is insufficient knowledge regarding retail patronage formation in the grocery category, where in-store sales dominate. This study analyses the retail patronage formation in grocery in-store fill-in shopping.

The authors designed a questionnaire to measure retail patronage behaviour, consumer satisfaction (CS), store attributes evaluation and e-retail usage. Then, the authors analysed the path structure for retail patronage behaviour formation using structural equation modelling. Additionally, they performed a mediation analysis using the bootstrap method and a moderation analysis based on a chi-square difference test.

This study provides three main findings. First, the authors' model has two ways to increase Share-of-Wallet (SOW). One is to increase Share-of-Visits (SOV) and another is to increase CS amongst non-users of e-retailing. Second, the results of the moderation analysis suggest the influence of customers' use or non-use of e-retailing on SOW formation. Third, service evaluation plays an interesting role in the overall model: the lower the assessment of service, the higher the SOV; the higher the evaluation of service, the greater the CS; the greater the CS, the higher the SOV.

The authors proposed the framework for the relative retail patronage formation in grocery fill-in shopping to examine the relationship between two relative patronage indicators (SOW and SOV) in the path structure and the mediating effect of CS and the moderating effect of e-retailing usage on retail patronage formation.

In an overwhelming portion of the US service economy, the multifaceted responsibilities that frontline employees play as patrons have been overlooked within the academic literature. The notion of employees as customers is a common business practice that garners sizeable benefits to both the firm and its employees; unfortunately, research on this topic is still in its infancy. The purpose of this paper is to examine the impact of internal marketing and job satisfaction on employee patronage, and the role of patronage on employee engagement in a Cooperative Extension Service System.

An online survey administered to Cooperative Extension employees in frontline service roles was used to test the proposed structural model. Structural equation modeling carried out using the Amos 18.0 software program was employed to analyze the proposed hypotheses.

It was found that internal marketing is composed of five dimensions, as tested using a second‐order hierarchical structure. Based on the hypothesized linkages, internal marketing and job satisfaction were revealed to be two important factors relevant in determining employee patronage. Furthermore, the results show that employee patronage positively influences employee engagement, thus advancing the benefits of employees in dual roles.

The findings show that the internal and external role of employees is reflective of the firm's ability to grow two important relationships that are vital to the company's success. To tap into employees as patrons, organizations must carefully and simultaneously implement internal marketing practices most suitable to the structure of their market and firm. Particularly, communicating to employees the favorable qualities of a service through reoccurring training programs also serves as a vital means of building interaction between the firm and its customers.

The value of the paper is two fold. First, it reveals an alternative way of measuring internal marketing, and encourages the future assessment of internal marketing as a multi‐dimensional structure rather than a one‐dimensional factor. Second, this research confirms the presence of employee patronage, while also examining predictors and outcomes of employee patronage in a service industry.

The purpose of this paper is to present alternative management practice methods for the cultural heritage sector apart from the traditional public support model. These alternatives rely on sponsorship and patronage as well as the newer and more innovative public-private partnership (PPP).

The paper is organized in two conceptual sections based on a literature review. The first section presents and compares two closely associated business strategy forms that are increasingly becoming popular within companies: sponsorship and patronage. These strategies are analyzed to show their advantages and disadvantages and are assessed based on their best uses in terms of the benefits from their implementation to all stakeholders involved (benefactors, recipients and the public) and, more particularly, to the benefactor’s company communication policy. The second section analyzes the PPP as a newer innovative practice in the cultural heritage sector, a recent development that has great potential, especially during an economic crisis where public funds are reduced, which risks the future recovery and proper maintenance of sites.

In the paper, the authors stressed that sponsorship, patronage and PPP are not merely alternative ways of primarily obtaining government funding for the cultural heritage sector but are also new strategic management practices that, when properly performed, will not only preserve and improve the sector but also allow more value to be distributed among all stakeholders.

Although the topic of PPP is treated fairly in the scientific literature, especially with regard to infrastructure, there are few cases of the application of this model to cultural heritage management.

There is tremendous growth potential for food and grocery (F&G) retail in an emerging market like India. Bengaluru is the third most populous city of India. With a total consumption expenditure of Rs 2,020 billion and per capita retail expenditure of Rs 67,289 (in 2015), Bengaluru has emerged as a sought-after retail market with many foreign and national brands opening stores here. The purpose of this paper is to use the sign of causality to determine the relationships between store attributes, satisfaction, patronage intention and lifestyles in F&G retailing in Bengaluru.

An experimentation framework using causal design was developed to establish relationships between variables: store attributes, satisfaction, patronage intention and lifestyle. A primary survey was conducted using a structured non-disguised questionnaire involving 346 F&G shoppers from Bengaluru. Hayes regression models were adapted and hypothesized relationships between the variables tested using correlation, multiple regression and Hayes regression/path analysis.

Satisfaction acts as a mediator in the relationship between store attributes and patronage intention. Lifestyle does not act as the moderator in the relationships between store attributes and patronage- intention; and, satisfaction and patronage intention.

In experiments that test for causality a big limitation is lower internal validity in the absence of control mechanisms, unlike laboratory studies. Another limitation is that this study is limited to urban Bengaluru F&G shoppers, variations could occur if the study is extended to include rural shoppers.

With 100 percent foreign direct investment permitted in the F&G category in India, the research outcomes will be useful to all food retailers (prospective and current) interested in this retail market. Moreover, in the existing competitive scenario, understanding of associative influences between store attributes, satisfaction, patronage intention and lifestyle will enable retailers comprehend F&G shoppers retailing behavior. This information can be used for targeted marketing and operational strategies, which will deliver more success in marketing relationship management, building competitive advantage and enhancing marketing efforts profitably.

This paper is a new and original contribution to the existing literature on causal relationships among variables in retail marketing research. It is different from prior studies that analyzed shoppers F&G behavior, in that it extends the understanding of the role of “satisfaction” as a mediator and “lifestyle” not a moderator, when testing the causality of store attributes on patronage intention.

Corporate scandals involving senior executives plague many businesses. Although customers and noncustomers may be exposed to news of the same scandal, they may appraise dimensions of the transgression differently, thereby affecting post-scandal patronage intentions. The purpose of this study is to investigate whether and how consumer-firm affiliation affects future patronage intentions by examining nuances in customers’ vs noncustomers’ reactions toward the transgressor’s professional performance and immoral behavior.

Four between-subjects experimental studies were used to test whether performance-relevant and/or immorality-relevant pathways drive customers’ vs noncustomers’ post-scandal patronage intentions. The results were analyzed using analysis of variance, parallel mediation and serial mediation.

The results demonstrate that performance judgment, and not immorality judgment, drive the relationship between consumer-firm affiliation and post-scandal patronage intentions (Study 1a), regardless of the order of information presented (Study 1b). Customers form more positive performance judgments because they give more weight to performance-related information (Study 2), demonstrating a sequential effect of consumer-firm affiliation on post-scandal patronage intentions only through the performance-relevant, and not immorality-relevant, pathway (Study 3).

This research contributes to the literature on social distance and moral judgments. Future research should examine other deleterious outcomes such as brand sabotage and negative word-of-mouth, as well as potential moderators including repeated transgressions and prevalence of the infraction in other firms.

This research offers important nuances for understanding how performance and immorality judgments differentially operate and affect post-scandal patronage intentions. The findings highlight the strategic value of communicating the leader’s performance (e.g. professional contributions) as a buffer against potential declining patronage.

Offering new insights into the extant literature and lay beliefs which contend that harsh moral judgment reduces patronage intentions, this research uncovers why and how exposure to the same scandal can result in varying moral judgments that subsequently influence patronage intentions. Importantly, this research shows that the performance-relevant pathway can explain why customers have higher post-scandal patronage intentions compared to noncustomers.