Will customers buy financial products impulsively? AI-powered chatbots’ recommendations

This study examines the effect of price discounts and influencer credibility on consumer impulsive buying behavior, with positive emotion mediation and self-control moderation. Combining the Stimulus-Organism-Response (S-O-R) theory, emotion regulation theory, and the elaboration likelihood model (ELM), this study offers a comprehensive theoretical approach to understanding consumer purchasing decisions in the digital era. The researchers collected data through an online survey of 190 respondents who used social media and followed fashion product influencer accounts. They analyzed the data using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) approach. The results revealed that price discounts and influencer credibility significantly influenced positive emotions and impulsive buying behavior. Positive emotions also played a significant mediating role in the relationship between influencer credibility and impulsive buying. Furthermore, the researchers found that self-control moderated the relationship between emotional involvement and impulsive buying, indicating that individuals with low self-regulation are more likely to engage in impulsive purchases.

Introduction Compulsive buying refers to a condition where consumers make purchases repetitively and excessively (Ridgway, Kukar-Kinney & Monroe, 2008; Japutra, Ekinci & Simkin, 2017). Previous literature shows that two types of behaviors characterize compulsive buying: impulsive buying and obsessive-compulsive buying (Ridgeway et al, 2008). Impulsive buying refers to unplanned purchase due to consumers’ inevitable impulse (Kacen & Lee, 2002), and obsessive-compulsive buying reflects a preoccupation in buying to reduce anxiety (Ridgway et al, 2008). Compulsive buying behaviors have been analyzed under the framework of motivation theory (McGuire, 1976). Nevertheless, research is still needed to understand more on the phenomena of compulsive buying (e.g., Kukkar-Kinney et al., 2016; Japutra et al., 2017). This study aims to explore the antecedents of compulsive buying behaviors using implicit theories. According to the implicit theories, mindset shapes the motivation of consumer behaviors (Dweck, 2000; Murphy & Dweck, 2016). Mindset refers to the beliefs about the nature of human characteristics, and individuals may possess two types of mindset – fixed and growth mindset (Murphy & Dweck, 2016). People with a fixed mindset believe that individuals’ qualities such as intelligence and competence are set and hard to change, whereas those with a growth mindset tend to believe that all individuals are able to change and develop through efforts and experiences. We argue that mindsets influence compulsive buying, and we propose that deal proneness mediates the relationship between mindset and compulsive buying. In doing so, we aim to enhance our knowledge in understanding how mindset affects compulsive buying behavior. Literature review and hypotheses According to the implicit theories, consumers with fixed mindsets believe that one’s abilities are fixed and hard to improve, and thus feel the need to prove, to themselves and others, that they have the abilities and/or they are successful (Murphy & Dweck, 2016). Thus, fixed mindset consumers tend to demonstrate their worth by using image-enhancing products and brands (Park & John, 2012). Deals, such as free gifts and offer of coupons, reduce the transaction cost and increase the perceived value of these image-enhancing purchases. In particular, since fixed mindset consumers favor success with little effort (Murphy and Dweck, 2016), deals can help them achieve their goal of image enhancement with lower cost. Thus, we hypothesize that: H1 Fixed mindset is positively related to deal proneness. For consumers with growth mindsets, a major motivation for their consumer behavior is to learn and improve (Murphy & Dweck, 2016). As the research by Blackwell et al. (2007) shows, growth mindset consumers are eager to participate in the self-improving process and achieve mastery. Thus, growth mindset consumers may perceive the information of discounts, free gifts and coupons as part of the adventurous process where they make the cost-benefit analysis and improve their abilities as wiser consumers. Thus, we propose: H2 Growth mindset is positively related to deal proneness. Previous studies show that compulsive buying is associated with high deal proneness (Kukar-Kinney et al, 2012). Deals may imply perceived value of the purchase and enhanced shopping enjoyment (Grewal, Monroe, & Krishnan, 1998), and thus serve as an effective contextual factor in inducing compulsive behaviors (Kukar-Kinney et al, 2016). Furthermore, deals provide an excuse and rationale for the purchase, which can be used to overcome the sense of guilt compulsive buyers often experience after their compulsive buying behavior (O’Guinn & Faber, 1989). Thus, we make the following hypotheses. H3 Deal proneness is positively related to impulsive buying. H4 Deal proneness is positively related to obsessive-compulsive buying. Finally, we argue that deal proneness mediates the relationship between consumer mindsets and compulsive buying behavior. According to the implicit theories, consumer mindsets inspire how consumption goals are pursued (Murphy & Dweck, 2016). Consumers with a fixed mindset pursue a performance goal, and they tend to use brands to feel positive about themselves and improve impression on others (Park & John, 2010). In contrast, consumers with a growth mindset hold that people can always learn and improve and thus are tuned to learning goals (Murphy & Dweck, 2016). Hence, for fixed mindset consumers, deal offers suggest lower costs for image-enhancing purchases, and provide an excuse for the compulsive buying behavior. For growth mindset consumers, deal offers can imply a learning and adventurous process .These consumers may feel that they can make better purchasing decisions by taking advantage of various deals. We thus hypothesize that: H5 Deal proneness mediates the relationship between fixed mindset and impulsive buying (H5a), between fixed mindset and obsessive-compulsive buying (H5b), between growth mindset and impulsive buying (H5c), and between growth mindset and obsessive-compulsive buying (H5d). Method A questionnaire was developed to gather responses and test the hypotheses. All of the items to measure the constructs were developed from existing scales based on previous research. Fixed and growth mindsets were measured using scales developed by Park and John (2012). Deal proneness was measured using items following Lichtenstein et al. (1997). Impulsive buying and obsessive-compulsive buying were measured using items developed by Ridgway et al. (2008). All items were rated on a 7-point Likert scale, ranging from “strongly disagree” (1) to “strongly agree” (7). The questionnaire was administered using an online survey (N=421 respondents). Of these, 57.7% were female, 71.5% had a university degree, 50% were 31-40 years old, 41% were 26-30 years old, and 46.3% had a monthly income of 5,001-10,000 RMB. Results and discussion To test the hypotheses within the research model, a Structural Equation Modeling (SEM) approach was employed, using AMOS 18.0. First, a measurement model was created to assess the validity and reliability of the scales. The distribution of the data was checked. The absolute value of the skewness and kurtosis of each items were within +/- 1, suggesting normal distribution was achieved. The measurement model produced good fit (Hair et al., 2010): χ2(109) = 281.21, χ2/df = 2.58, GFI = .93, NFI = .93, CFI = .96, and RMSEA = .06. All values representing the AVE were greater than 0.5 and greater than the squared inter-constructs correlations, indicating convergent and discriminant validity were achieved (Fornell & Larcker, 1981). Cronbach’s alpha values exceeded .70, indicating the constructs were reliable (Hair et al., 1995). The results of the checking common-method variance problem through exploratory factor analysis (EFA) test revealed 3 factors with Eigen values greater than 1. The results accounted for 64.67% of the total variance, where the first factor accounted for 27.55% of the total variance, suggesting that common-method variance did not pose a significant problem since there was no general factor in the un-rotated structure (Podsakoff et al., 2003). Next, a structural model was created. The structural model produced good fit (Hair et al., 2010): χ2(114) = 476.15, χ2/df = 4.18, GFI = .89, NFI = .89, CFI = .91, and RMSEA = .09. Table 1 displays the results of SEM. The results support H1 and H2. Both fixed and growth mindsets are positively associated with deal proneness. The results support H3 and H4, which shows that deal proneness are positively associated with impulsive and obsessive-compulsive buying. The results support H5a, which states that deal proneness mediates the relationship between fixed mindset and impulsive buying. However, the results do not support H5b, H5c and H5d. Conclusion Using the implicit theories, this research aims to gain better insight into compulsive buying behavior. Our findings, obtained from a sample of respondents in China, show that deal proneness serves as a mediator between fixed mindset and compulsive buying behaviors. According to the implicit theories, consumer mindsets inspire how consumption goals are pursued (Murphy & Dweck, 2016). For instance, consumers with a fixed mindset pursue a performance goal. They tend to use brands to feel positive about themselves and improve impression on others (Park & John, 2010). Thus, it is likely that fixed mindset consumers buy compulsively to signal and communicate their “self” to others. In particular, for fixed mindset consumers, deals may increase the perceived value of image-enhancing purchases. Thus, deals provide an excuse for the compulsive purchase where fixed mindset consumers can improve self-image and demonstrate their worth with lower costs. Given this mediating role of deal proneness between fixed mindset and compulsive buying, it will be interesting to test further how consumers with a fixed mindset respond to different types of deals in future research. For firm managers and public policy makers, our findings imply that, to lessen consumers’ overspending, firms should reduce excessive number of deals, and governments should also regulate firms’ advertisement so that it will not overly promote deals.

Purpose This paper aims to examine the presence of impulsive and compulsive buying among consumers. It studies the various factors that affect and moderate the impulsiveness and compulsiveness of buying. Design/methodology/approach Literature review resulted in four constructs – social media influence, social media preferences, hedonic motivation and shop in COVID-19. On conducting factor analysis in statistical package for the social sciences, the variables were divided under the influence of social media, social commerce, electronic word of mouth (EWOM) of social commerce, hedonic happiness, hedonic fun and shopping in times of COVID-19. Structural equation modeling is conducted in AMOS (statistical software) for a diagrammatic representation of the relationship between the variables. Regression analysis is used to re-affirm the above relationship. Testing of hypotheses is done with the help of the chi-square test. Findings All six latent variables are significantly related to impulsive and compulsive buying. However, the regression analysis shows social media influence as the strongest predictor for impulse buying and hedonic happiness for compulsive buying. Also, the presence of the pandemic COVID-19 leads to impulsive buying as well as compulsive buying in the apparel and accessory segment. Practical implications Marketers should capitalize on spontaneous buying in both forms – impulsive buying and compulsive buying. Social media influencers, as well as more consumer engagement on social media, can promote impulsive buying. However, compulsive buyers will be more attracted towards great in-store experiences or hedonically driven advertisements, as they do not just shop for buying the product; they shop for the experience of shopping. Originality/value This study uncovers the difference in factors that affect impulsive and compulsive buying. Though both behaviours seem points of the same scale, they are inherently different and can be predicted with social media influence and hedonic happiness.

PurposeThe purpose of this paper is to explore the impact of product information on impulse purchases in a cross-border electronic commerce (CBEC) setting from the perspective of cue stimulation.Design/methodology/approachThis study proposes a research model of impulse purchases in CBEC based on the cue utilization theory and Stimulus-Organism-Response (S-O-R) model. The research model was tested using covariance-based structural equation modelling. Data were collected from the consumers of a popular CBEC platform in China.FindingsA high-quality product description has a significant positive effect on concentration but not on curiosity and autotelic experience. A high-quality product display has a significant positive effect on concentration, curiosity and autotelic experience. High-quality product content has a significant positive effect on curiosity and autotelic experience but not on concentration. Curiosity and autotelic experience both have a significant positive effect on impulse purchases; however, concentration has no such effect on an impulse purchase. Curiosity and autotelic experience have a full mediation effect between product display and impulse purchases and between product content and impulse purchases, respectively.Originality/valueThis study integrates the S-O-R model and cue utilization theory to construct a theoretical model of product information-flow experience-impulse purchases. According to the model, we can understand how product information influences consumers' impulse purchases in CBEC.

The purpose of this study was to develop an explanatory model of impulse buying that addressed antecedents of impulse buying. For this research, impulse buying was defined as an unplanned, hedonic purchase that follows a sudden urge. Impulse buying reflects a rapid decision in response to a stimulus reflecting little cognitive consideration and disregard for consequences. Donovan and Roissiter (1982) suggested that a pleasant store environment (S) causes shoppers’ positive emotional states (O) and this in turn, yields shoppers’ approach behaviors (R), that is, a desire to remain in a store and explore its offerings. Applying this idea to impulse buying suggests that there are environmental stimuli in a store that could impact shoppers’ impulse buying tendencies and that individual shopper characteristics could moderate the influence of these environmental influences. Therefore, environmental influences on impulse buying and personal characteristics of impulse buyers were examined in a modified stimulus-organism-response (S-O-R) framework. Environmental stimuli (i.e., ambient factor, aesthetic factor, layout factor, excitement factor, promotion factor, sales associate factor) were predicted to influence shoppers’ mood and subsequently, contribute to impulse purchases. In addition, specific shoppers’ characteristics (i.e., lack of control, extroversion, innovativeness, hedonic consumption tendency, impulse buying tendency) were predicted to moderate the relationship between environmental stimuli and shopper’s impulse purchases. Data was collected from a convenience sample of 299 undergraduates at two Midwestern universities in the United States. Participants were asked to complete the questionnaire immediately after they had gone shopping for apparel, shoes, or accessories. Participants answered questions on their purchase, perceptions of the store environment, mood, and personal characteristics. Most of the participants were females (93.3%), aged between 18 and 23 (92.6%). They were never married (95.8%) and Euro American (83.5%). Participants’ impulse buying reflected pure impulse buying (28.3%), suggestion impulse buying (20.3%), reminder impulse buying (34.1%), and non-impulse buying (17.4%). Approximately 40 percent of the participants classified their purchase as either very impulsive or impulsive. The prices of the items that participants purchased ranged from $1 to $319 (m=$ 45). Participants purchased an item of apparel (65%), shoes (21%) or accessories (14%). Hypothesis 1 predicted that specific store environmental stimuli are associated with the perceived impulsiveness of a purchase. Only the relationship between store layout and impulsiveness of purchase was significant (t=3.30, p<.01) with a path coefficient of .20. Hypothesis 2 posited that shopper’s mood will be attributed to specific store environmental stimuli. The ambience, excitement, and sales associate variables had significant relationships with participants’ mood. The path coefficient was .27 (t=4.77, p<.01) for the relationship between store ambience and mood, .29 (t=4.83, p<.01) for the relationship between store excitement and mood, and .18 (t=3.11, p<.01) for the relationship between sales associate and mood. Hypothesis 3 proposed that the perceived impulsiveness of a purchase is associated with shopper’s mood. There was a significant relationship (t=4.01, p<.01, path coefficient of .24). The more positive the reported mood of participants, the more they perceived their purchases as impulsive. Hypothesis 4 predicted that specific participant’ characteristics (i.e., lack of control, extroversion, innovativeness, hedonic consumption tendency, and impulse buying tendency) would moderate relationships between store environmental cues and the perceived impulsiveness of their purchases. A specific characteristic of participants, lack of control moderated the relationship between store layout and the perceived impulsiveness of their purchases. Our findings supported the proposed research framework, the stimulus-organism-response (S-O-R) model; positive emotional responses (O) resulted in approach behaviors (R), an impulse purchase. As reflected in the model, specific store environmental stimuli (S) such as ambiance, excitement, and sales associates were a significant positive influence on shoppers’ mood during shopping. The findings supported the existence of a direct relationship between a store environmental stimulus (S), store layout and a consumer approach behavior (R), impulse buying. Store aesthetics and promotion were not associated with either participant’s mood or impulse buying. A personal characteristic, lack of control moderated the relationship between store layout and impulse buying. Clearly our findings point to the importance of store layout when shopping for fashion related items. In addition, providing entertainment that enhances the hedonic and the experiential value of the store experience can influence young adult consumers. Since consumers’ mood at the point-of-purchase may be influenced by interactions with sales associates, sales associate training to enhance the consumer experience should not be neglected.

Two recent studies which are part of the Dutch Research Program on the Safety and Security of Online Banking, present empirical material regarding the origin, growth and criminal capabilities of cybercriminal networks carrying out attacks on customers of financial institutions. This article extrapolates upon the analysis of Dutch cases and complements the existing picture by providing insight into 22 cybercriminal networks active in Germany, the United Kingdom and the United States. The analysis regarding origin and growth shows that social ties play an important role in the majority of networks. These networks usually originate and grow either by means of social contacts alone or by the combined use of social contacts and forums (to recruit specialists). Equally, however, forums play a vital role within the majority of the networks by offering a place where co-offenders can meet, recruit and trade criminal ‘services’. Moreover, those networks where origin and growth is primarily based on forums appear capable of creating more flexible forms of cooperation between key members and enablers, thereby facilitating a limited number of core members to become international players. Analysis of the capabilities of criminal networks shows that all networks are primarily targeted towards customers of financial institutions, but most networks are not restricted to one type of crime. Core members are often involved in other forms of offline and online crime. The majority of networks fall into the high-tech category of networks, mostly international, high-tech networks. These are networks with core members, enablers, and victims originating from different countries.

Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness

PurposeDrawing upon the elaboration likelihood model, this study aims to illuminate contradictory findings from previous research regarding the impact of positive and negative emotions, as well as promotions, on impulse buying (IB). Specifically, this study takes a two-faceted approach to IB, considering both affective IB and cognitive IB.Design/methodology/approachA proposed model of IB is tested using a mall intercept survey.FindingsThe findings provide evidence for the two-dimensional nature of IB. Cognitive and affective IB are affected differently by promotions and emotions, and in turn, have different impacts on cognitive dissonance (CD). Specifically, promotions have a positive effect only on cognitive IB, while positive emotions have a positive effect only on affective IB. Additionally, cognitive IB positively affects CD, while affective IB does not.Research limitations/implicationsFuture research could explore different types of IB and unplanned purchases, consider the valence and arousal dimensions of emotions and examine how technological changes impact IB. Additionally, studying satisfaction as a mediator between IB and cognitive dissonance can contribute to the understanding of IB post-purchase outcomes.Practical implicationsBy tailoring promotional techniques to cognitive IB and using positive emotions to stimulate affective IB, retailers can enhance the effectiveness of strategies. Furthermore, post-purchase strategies can be developed to reduce the negative effects of CD.Originality/valueBy exploring the different dimensions of IB and their relationships with CD, this study enhances our understanding of the underlying processes and mechanisms that drive consumer IB behavior during and after shopping trips.

This study examined the determinants that impact Generation Z's impulsive purchasing of fashion products. Implementing Stimulus Organism Responses (SOR), the research model is structured as Structural Equation Modelling (SEM). External stimuli include Price Discounts and Store Environment, with Shopping Enjoyment mediating between Hedonic Shopping Motivation and these two factors. In total, 444 students between the ages of 18 and 22 participated. Form questionnaires were distributed to 30 WhatsApp group classes to collect the data. Hedonic shopping motivation, price discount, and store environment contribute to an enjoyable shopping experience, stimulating impulsive purchasing. The determinant influencing impulsive purchasing is the store atmosphere. Impulse buying behavior is carried out using the stimulus organism response (SOR) theory approach. One of the stimuli used in the research model, the online store atmosphere, is still not widely studied.

PurposeAlthough prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.Design/methodology/approachTo test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.FindingsFirst, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.Originality/valueThis research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.

The relationship between financial institutions and customers is like two sides of a coin. On one hand, it is mutually beneficial, but on the other hand, this relationship can lead to mutual harm. Customers of financial institutions have a medium for a long-term relationships. Consumers of financial institutions generally have an average relationship of 24 months. Consumers make loan payments according to the agreed time. Customers will be able to get the right to the collateral if the loan has been paid. Conversely, if customers are unable to pay the installments on time, financial institutions will repose the collateral. From the inception of the loan to the repayment of the loan, the relationship between customers and financial institutions experiences several conditions. This research uses a normative judicial method, aiming to analyze consumer protection of non-bank financial institutions based on the existing laws and regulations. This research will focus on consumer protection from the start of the standard agreement, the fees or expenses charged, to the loan repayment mechanism. This research concludes that the protection of consumers of non-bank finance companies, especially finance companies, is still very weak. Consumer protection for finance companies, especially non-banks, has not been fully accommodated in the existing Consumer Protection Law. Therefore, the authority needs to issue a regulation in protecting the consumer in the financial industry.

This paper seeks to analyze the unintended accompanying effects of the Bank of Ghana’s financial sector sanitization popularly referred to as “clean-up exercise” which ended in August 2019 on the operations of unaffected financial institutions with ardent interest in customer deposits or investment and lending activities. The mixed-method approach thus, using both quantitative and qualitative methods of collecting data, was deployed for the study. The study population covered branch managers, credit officers, and cashiers of all financial institutions that were not affected by the Bank of Ghana clean-up exercise in the Yilo Krobo Municipality, Ghana. The findings of the study revealed that deposits have generally been low, whereas withdrawals have been very high, and these were due to fear and panic of losing funds or investments and loss of confidence among the banking population. On the other hand, lending activities have not been affected as customers of defunct financial institutions have shifted their loan demands or requests to the unaffected ones. However, some financial institutions are unable to meet loan request from their customers due to liquidity challenges arising from low cash deposits. The study recommends strict regulatory enforcement, periodic publishing of financial institutions in good standing, and timely education of customers of financial institutions in the event of any possible revocation of the license of any Financial Institution.

BackgroundThe rising demand for psychotherapy exceeds therapist availability, often due to financial or physical proximity constraints. Artificial intelligence (AI), particularly through chatbots, presents a promising solution, having shown efficacy in enhancing mental health.AimsThis study investigated the psychotherapeutic relationship in the context of using chatbots for psychotherapy, in which the intimate and emotionally involving nature of the relationship might render the need for human interaction a strong deterrent to people's acceptance of anthropomorphised chatbots.MethodsThis study included four hundred ninety‐four participants, aged 15 to 69 years (M = 22.77; SD = 8.43); 75.1% of them were females. They completed scales that measure attitudes towards the use of chatbots in psychotherapy, AI and seeking professional psychological help, need for human interaction in psychotherapy, importance of anthropomorphic qualities and intentions to use chatbots in psychotherapy.ResultsIndividuals' engagement in using chatbots in psychotherapy is related to their attitudes towards chatbots and towards AI in general, not only to the importance that they place on chatbots having anthropomorphic traits, but also to the strength of their needs for human interaction in the psychotherapeutic relationship.ConclusionTechnology can enhance the psychotherapeutic process, but should not replace therapists entirely for people who seek psychological assistance.

This study investigates the impact of information exchange, information timeliness and the influence of review information on impulse buying through curiosity and attention focus. The Stimulus-Organism-Response (S-O-R) model was used for the investigation. A self-administered survey was employed to collect data from respondents online. 200 sets of questionnaires were used for the analysis by partial least square structural equation modelling (PLS-SEM). The findings revealed that information exchange and information timeliness possessed positive effects on both curiosity and attention focus. In addition, curiosity and attention focus also had a positive impact on impulse buying. This study contributes to the literature of impulse buying by incorporating the flow experience theory into the S-O-R model. Industry players could formulate suitable strategies by understanding their customers’ impulse buying behaviour.KeywordsInformation exchangeInformation timelinessReview information influenceImpulse buyingCuriosityAttention focus

Purpose&#13;\n– The aim of this study is to analyze the influence of perceived value on customer loyalty, going into depth in the special case of social value.&#13;\n&#13;\nDesign/methodology/approach&#13;\n– A total of 200 personal surveys have been conducted on customers of financial institutions, and structural equation modelling has been used to compare the relationships arising.&#13;\n&#13;\nFindings&#13;\n– The importance of perceived value for consumer loyalty is confirmed, and the core performance of the service received is the main determinant of satisfaction. The effect of social value on customer loyalty is also examined in two ways: as a determinant of the attitude of the individual and as a normative component directly influencing behavioral intentions.&#13;\n&#13;\nResearch limitations/implications&#13;\n– This research was carried out in financial services. Further research of the proposed conceptual model across different industries and countries is needed to determine the generalizability and consistency of this study's findings.&#13;\n&#13;\nPractical implications&#13;\n– It highlights the interest of social marketing programs and corporate social responsibility to maintain the customer's loyalty.&#13;\n&#13;\nOriginality/value&#13;\n– The contribution of this work is that it makes it possible to study the effect of social value along with other relational variables in consumer loyalty. The authors compared the effect of the core service performance with the social component as an element influencing the individual's attitude and as a normative element