Abstract
Article history: Received January 12, 2013 Received in revised format 30 April 2013 Accepted 12 May 2013 Available online May 14 2013 In today's competitive business environment, consumers are exposed to make their choice from different alternatives. Customer loyalty has never been an easy task and many business owners may lose their customer as soon as new products appear on the market. This paper presents a study to find important factors influencing on sales force using factor analysis. The proposed study designed a questionnaire and distributed among 180 customers of a well-known food chain named Shahrvand in different regions in city of Tehran, Iran and managed to collect 156 filled ones. The questionnaire consists of 68 questions Cronbach alpha was calculated as 0.847, which is well above the minimum acceptable limit and validates the results. The results of our survey indicate that five major factors including multi-sensory brand experience, brand engagement, pleasing brand, brand communications and brand effectiveness influence brand loyalty, significantly. © 2013 Growing Science Ltd. All rights reserved.
Highlights
Customer loyalty is one of essential components of any marketing planning, which helps business owners reduce the cost of marketing (Baloglu, 1994; Chen, 2004; Huber et al, 2009). Veloutsou (2009) examined two kinds of relationships that consumers form around brands
This paper presents a study to find important factors influencing on sales force using factor analysis
The results of our survey indicate that five major factors including multi-sensory brand experience, brand engagement, pleasing brand, brand communications and brand effectiveness influence brand loyalty, significantly
Summary
Customer loyalty is one of essential components of any marketing planning, which helps business owners reduce the cost of marketing (Baloglu, 1994; Chen, 2004; Huber et al, 2009). Veloutsou (2009) examined two kinds of relationships that consumers form around brands. They examined gender differences in the process of clothing brand loyalty formation Their results indicated that consumer knowledge, product involvement, and perceived risk indirectly affected brand loyalty through the mediating variables of information search and consumer satisfaction. They developed a robust brand loyalty measurement in the lodging industry by implementing attitudinal and behavioral brand loyalty constructs They reported that customer satisfaction had a substantial indirect impact on behavioral brand loyalty when mediated by attitudinal brand loyalty, including cognitive-affective-conative brand loyalty stages. The proposed study designed a questionnaire, distributed among 207 customers who were regular customers of two food chains in city of Tehran, Iran named Shahrvand and Hyperstar The results of their survey indicated that six major factors including brand loyalty, physical characteristics, pricing effects, performance characteristics, brand relationship and brand position influenced food industry, significantly. In terms of the first factor, brand loyalty, “Trust”, “Packaging design characteristics”, “Competitive pricing strategy”, “Stability in quality”, “External relationships” and “Meeting expectations” were considered as the most important factors in different categories
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