Commitment Behavior Research Articles

Exploring The Influence of Brand Resonance On Customer Retention in The Fast-Fashion Textile Sector

People live with their choices when they choose a brand. When consumers select a brand, they stand by their decision, creating a significant and enduring connection between the brand and the company’s customers. As a result, the brand becomes one of the marketer’s most important tools for driving their marketing efforts. This study seeks to investigate factors that influence brand resonance and to analyse the impact of brand resonance on the consumer repurchase intention of products. Data is collected from 209 sample respondents using structured questionnaires. Research shows that perceived brand quality, brand image and brand experience have positive impact on brand loyalty of behavioral loyalty, attitude attachment and community consciousness. Among these three factors, perceived brand quality and brand image have a positive effect on the brand resonance of active participation. It has also been found to have a positive effect on repurchase intention in four dimensions: brand resonance, behavioral loyalty, attitude attachment and community consciousness. Finally, companies need to focus on better quality products and customer engagement in order to maintain their brand image and retain their existing customers. Companies need to create more attractive marketing programs.

Moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast region of Kenya

Despite the marginal growth recorded in the tourism sector in Kenya, the domestic visits and estimates fall far below the expectations. The study was guided by the following specific objective; to assess the moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast Region of Kenya. The study area comprised frequented attractions in the Coast region of Kenya. The study adopted an embedded mixed approach comprising descriptive survey and explanatory research designs. Simple random sampling and purposive techniques were adopted for domestic tourists, destination managers and experts respectively. Data was collected using questionnaires and interview schedules. Four hundred (400) questionnaires were distributed while 10 destination managers and 5 experts were interviewed. Data analysis was done using multiple regression models, hierarchical multiple regression and descriptive analysis. The multiple regression model results without interaction terms indicated that R-square = 0.442, implying that destination attributes and socio-psychological factors explain 44.2% of destination loyalty. The hierarchical multiple regression demonstrated that contextual factors have a moderating effect on interaction between travel motivation and destination loyalty since the model was significant {R2 = 0.255, F (7, 371) = 12.12, p =0.0001}. The model accounted for 25.5% of variation on destination loyalty. This means that the composite elements of contextual factors namely; political, economic, technological and socio-cultural factors significantly moderates the interaction between travel motivation and loyalty behaviour of domestic tourists. The null hypotheses were tested and rejected. The study recommends need for destinations and service providers to engage more on digital marketing and deploy technology during marketing initiatives and product development to capture niche segments since majority of the respondents were youth travelers

Effect of servant leadership on lecturers’ attitudinal and behavioral loyalty in Nigeria: conservation of resource theory perspective

PurposeThe purpose of this study is to draw from the conservation of resources (COR) theory and investigate two separate models termed Model A and Model B. Model A examines the mediating role of life satisfaction (LS) on the relationship between servant leadership (SL) and lecturers’ attitudinal loyalty (AL) and behavioral loyalty (BL). Model B examines the sequential mediating role of LS and AL on the link between SL and BL.Design/methodology/approachData were collected using a cross-sectional survey from 247 public university lecturers which were analyzed through SPSS, structural equation model (AMOS 23), and PROCESS Macro v4.0.FindingsStudy findings revealed that LS fully and partially mediates the relationships between SL and lecturers’ AL and BL, respectively. Furthermore, LS and AL sequentially mediate the relationship between SL and BL.Practical implicationsThe study provides insight to university management into how their selfless and caring behavior can contribute to lecturers' retention. As such, university management should provide an environment that fosters a culture of selfless and caring leadership behavior.Originality/valueThe study contributes to the theoretical development of SL by explicating the mechanism that links SL and positive outcomes in the workplace. The major contribution lies in exploring the mediating role of LS on the link between SL and lecturers’ AL and BL on one hand and the sequential mediating role of LS and AL on the link between SL and BL on the other hand in a context characterized by high-power distance.

The Role of Empathy and Relationship Quality in Building Customer Loyalty in Community Pharmacies: Evidence from Jordan

Aim: This study explores how pharmacist empathy influences customer loyalty through the mediating role of relationship quality in community pharmacies. Methodology: A cross-sectional study utilizing a web-based questionnaire and convenience sampling was conducted in Jordan. Data were analyzed using Structural Equation Modeling (SEM). Results: A total of 536 responses were gathered and analyzed from all Jordanian regions. The gender distribution was balanced, with 261 males (48.7%) and 275 females (51.3%). The age distribution was concentrated in the 35-44 age group (29.3%), followed by 25-34 (25.6%). The majority had a high level of education, with 323 (60.3%) holding a Bachelor's degree or higher academic qualification (19.0%). Most participants visited pharmacies at least once every six months (50.6%), primarily using independent community pharmacies (52.1%). The study findings highlight a significant positive impact of pharmacist empathy on the three key dimensions of pharmacist-patient relationship quality (trust, satisfaction, and commitment). Furthermore, a significant positive relationship was found between the relationship quality dimensions and both customer loyalty dimensions (attitudinal and behavioral loyalty). Conclusion: The study findings highlight the central role of pharmacist empathy in establishing a strong and enduring pharmacist-patient relationship quality, which in turn, enhance consumers loyalty, which is essential for thriving and surviving in today's competitive market.

Wellness tourism destination loyalty formation: the role of mental health and eudaimonic well-being

PurposeWellness tourism is growing in importance as increasing numbers of travelers place a priority on their health and well-being by traveling. This study examined the relationships between wellness tourism destination attributes, perceived quality, perceived mental health, eudaimonic well-being, overall satisfaction and behavioral loyalty to corroborate a model explaining wellness tourism destination loyalty in Thailand.Design/methodology/approachThe conceptual model of this study was examined using a survey research design. The survey questionnaire was distributed to Chinese tourists who had previously traveled to Thailand and engaged in wellness tourism activities during their trip.FindingsThe findings revealed that healthful food choices, core facilities and staff service significantly influenced perceived quality. This perceived quality was a crucial factor in determining perceived mental health, which in turn impacted eudaimonic well-being. Overall satisfaction was directly influenced by perceived quality, perceived mental health and eudaimonic well-being. Additionally, perceived quality had a direct effect on behavioral loyalty.Practical implicationsWith the growing global interest in wellness and travel, this study offers valuable insights for tourism marketers in Thailand to enhance their wellness tourism strategies. Tourism organizations should emphasize the quality of food, facilities and staff service to attract wellness-oriented travelers.Originality/valueThis study highlights the interconnectedness of perceived quality, good mental health and eudaimonic well-being. High-quality experiences contribute to improved mental health and in turn enhance eudaimonic well-being.

The “Door” to Doraemon’s Fantasy World: Understanding the Cartoon Café and Its Place Meanings

The popularity of animated characters has led foodservice operators to open restaurants that put cartoons at center stage. This type of establishment is referred to as a “cartoon café.” This qualitative inquiry employed two empirical studies to answer why customers patronize this type of eatery. Building on relational third-place theory (RTPT), it underscores how customer needs can ultimately shape loyalty outcomes through customer experience and place meaning. This research extends RTPT by highlighting the role of experience and co-developed (e.g., cartoon and restaurant) place meanings. It enriches the place meaning literature by acknowledging different interactive processes among personal experience, social interaction, and the physical environment in the hospitality setting. It also furthers the understanding of loyalty behaviors in hospitality services by offering a typology based on specific meanings of a third place. Implications for theory and practice are further discussed in the article.

The Impact of United Nations Sustainable Development Goals on Customers’ Perceptions and Loyalty in the Banking Sector: A Multi-Mediation Approach

The pursuit of sustainable development has become a global priority, with the United Nations Sustainable Development Goals (UN SDGs) serving as a comprehensive framework for addressing various social, economic, and environmental challenges. Employing the stimulus–organization–response (SOR) model, this study examines the impact of customer’s perceptions of the firm’s compliance with the SDGs on customers’ perceptions and loyalty through the mediation roles of image, trust, and reputation in the customer’s evaluation of the firm in the banking sector in Turkey. To achieve these objectives, a quantitative research approach was used, and 455 valid responses were collected from retail banking customers through an online survey. Data from the study were statistically analyzed using partial least-squares–structural equation modeling (PLS-SEM). The findings reveal significant positive relationships between SDG implementation and customers’ perceptions of banking institutions’ image, trust, and reputation. Furthermore, favorable image, trust, and favorable reputation are found to positively influence customer loyalty in the banking sector. The mediation analyses confirm that each of the mediating variables partially mediates the relationships between SDG implementation and customer loyalty, underscoring the significance of these intermediate variables in shaping customers’ loyalty behaviors. This research contributes to both theoretical and practical domains by providing insights into the role of SDG implementation in enhancing customer perceptions and loyalty in the banking sector. Managerial implications are discussed, and recommendations are provided for banking institutions seeking to leverage the SDGs to strengthen customer relationships and achieve sustainable growth.

The effect of involvement and perceived usefulness on attitudinal and behavioral loyalty in online bookings

Purpose This study aims to examine involvement and perceived usefulness (PU) as the drivers of loyalty for online booking websites, revealing findings of theoretical and practical relevance. The proposed conceptual model is drawn on elaboration likelihood model (ELM) along with the consideration of expectation confirmation model for loyalty development. Design/methodology/approach A two-stage structural equation modeling was applied to test the reliability and validity of the constructs and the strength of the hypothesized relationships. Findings Attitudinal loyalty (AL) is found to have a significant role, resulting in behavioral loyalty (BL) toward online booking. The results of this study supported the ELM framework, where involvement and PU resulted in BL through AL. PU and AL also served as mediating mechanisms underlying the impact of consumer involvement on BL. Originality/value This study applies the ELM to online ticketing mechanisms and nuances amid AL and BL with their drivers.

Investigation of The Impact of Digital Platforms on Gen Z Purchase Behaviour

Background: With the rise of digital platforms, especially social media, influencing Gen Z's purchase behavior has become a significant focus for marketers. Understanding how digital platforms impact Gen Z's purchasing decisions is crucial for developing effective marketing strategies. Aim: This study aims to investigate the impact of digital platforms on Gen Z's purchase behavior, particularly focusing on influencer marketing. It seeks to provide insights into Gen Z's perceptions and responses to influencer marketing on digital platforms. Methodology: An exploratory quantitative research approach was employed, utilizing a survey questionnaire to gather data from 150 Gen Z social media users. Simple random sampling and convenience sampling methods were used to select participants. The questionnaire included Likert-scale questions covering exposure and engagement with influencers, factors influencing purchase behavior (such as social media, influencer marketing, brand authenticity, and loyalty behavior), and demographic characteristics. Data analysis was conducted using descriptive statistics (frequencies, percentages, means, and medians) and inferential statistics (t-test) with the statistical software SPSS. Findings: The findings reveal significant insights into Gen Z's purchase behavior on digital platforms. Influencer marketing emerges as a key driver influencing their purchasing decisions. The study highlights the importance of factors such as social media engagement, brand authenticity, and loyalty behavior in shaping Gen Z's consumer preferences. Conclusion: This study highlights the importance of understanding Gen Z's behavior in the digital age. Marketers can leverage influencer marketing and emphasize brand authenticity to effectively target and engage Gen Z consumers.

The Relationship between Service Quality, Customer Satisfaction, Customer Perceptions, and Brand Loyalty at Nestle Indonesia Official Store in Shopee

Customer loyalty is a crucial factor for achieving long-term profitability by fostering strong relationships with customers. Loyal customer exhibit behaviors such as repeat purchases, willingness to recommend the company’s products, and resistance to competitor offerings. The level of satisfaction with the services provided by a company is initial predictor of customer loyalty behavior. Nestle Indonesia’s new strategy of opening online stores through major e-commerce platforms in Indonesia has increased opportunities for customers to access the company’s products. However, Nestle’s customers have faced issues in their online shopping experience due to a significant gap between their expectations and the actual performance of Nestle’s service quality. This study aims to examine the relationship between service quality, customer satisfaction, customer perception, and brand loyalty using a path analysis approach based on Partial Least Square (PLS). Data was collected by distributing questionnaires to 400 customers, determined using the Slovin formula. The sampling technique used for these 400 customers was purposive sampling. The results of this study indicate that Nestle’s service quality is perceived as suboptimal, particularly in terms of reliability and responsiveness. This has led to low customer satisfaction, poor customer perception of Nestle, and consequently low customer loyalty. The influence of service quality, customer satisfaction, and customer perception on customer loyalty is 90.9%, and customer perception shows as a mediating variable between service quality and brand loyalty.

Customer engagement, moral identity and oppositional brand loyalty in virtual communities

PurposeOppositional brand loyalty poses a challenge to the management of virtual communities. This study aims to categorize these loyalty behaviors into positive (willingness to pay a price premium and brand evangelism) and negative (schadenfreude and anti-brand actions) dimensions. It then explores how customer engagement and moral identity influence these dimensions in the context of brand competition.Design/methodology/approachStructural equation modeling was conducted to analyze the main and moderating effects, using survey data obtained from 498 valid responses out of a total of 636 responses from Xiaomi's virtual communities.FindingsThe results indicate that customer engagement significantly influences all four dimensions of oppositional brand loyalty. The relationship between customer engagement and brand evangelism is notably stronger among customers with a strong moral identity. Conversely, the effects of customer engagement on schadenfreude and anti-brand actions are attenuated for these customers.Originality/valueAnchored in theories of brand tribalism, social identity and brand polarization, this study bifurcates oppositional brand loyalty into directions of preference and antagonism, empirically showcasing moral identity's moderating effect. It contributes to the literature on antagonistic loyalty and moral identity, offering strategic insights for companies to navigate schadenfreude and anti-brand actions in online communities.

Validation of vamping scale in Argentina: the role of procrastination and mobile phone use

ABSTRACT Technologies and social networks have modified the habits of their users, affecting their health and well-being. An exponent of these affectations of daily life is the phenomenon of vamping, this is the habit in which people use their mobile or computer during the night and early morning, with the consequence of symptoms such as insomnia, fatigue, and mood swings in those who practice it. In this paper, we propose a scale to assess the tendency to vamping in adults, for its validation in the Argentine context. With a sample of 1004 cases, whose mean age was 44.29 years (SD = 11.73) and a mean age of 18–65 years, with 51.89% (n = 521) being women and 48.11% men (n = 483). The scale showed an adequate consistency for 11 items and two dimensions. The first dimension is nocturnal habits, that is, the tendency to stay up late to surf the Internet and social networks, and the second dimension is behavioural commitment, that is, the affectation and daytime correlate caused by changes in sleep pattern.

The Influence of Brand Communication on Brand Equity via Instagram (Case Study of Bright Gas Products)

This research aims to analyze the influence brand communication towards brand equity via Instagram user Bright Gas. This research also investigates the role of instagram marketing activites to brand awareness, brand image and perceived quality and its relationships to positive word of mouth and brand instagram re-usage intention, This research is a quantitative research that uses an online questionnaire and obtained a total sample of 301 respondents who were processed using the SmartPLS version 3 application. The partial research results show that instagram marketing activities has significant positive effect on brand awareness, brand image and perceived quality, while brand awareness, brand image and perceived quality partially has a positive and significant effect on positive word of mouth and brand instagram re-usage intention, This research succeeded in finding a form attitudinal loyalty with variable operation positive e-wom and behavioral loyalty on variables brand instagram re-usage intention which specifically researches online platform users.

Which components of behavioral weight management programs are essential for weight loss in people living with obesity? A rapid review of systematic reviews.

The optimal treatment and organization of care for people with obesity is one of the greatest challenges facing today's health services. While surgery and pharmacotherapy offer effective treatment options for some people with obesity, behavioral interventions are important to support long-term behavioral change. However, little is known about the most effective components of behavioral interventions, and this is especially the case for people with complex or severe obesity (i.e. body mass index [BMI] > 35 kg/m2). Accordingly, the current rapid review aimed to identify which behavior change techniques (BCTs) are effective for weight loss in adults with (severe) obesity. A secondary aim was to review the effects of BCTs on dietary behaviors and physical activity, and psychological outcomes, recognizing that behavioral interventions commonly target these. A search of Scopus, Ovid Medline, and Web of Science resulted in 1227 results, with 22 reviews eligible for inclusion. The most commonly reported BCTs were self-monitoring and goal setting, but these had variable effects on weight in adults with obesity. Combining these BCTs with other self-regulatory techniques led to increased weight loss. Further, for adults with severe obesity, so-called 'nudge' techniques and self-regulatory techniques were associated with greater weight loss. Three reviews also found that while self-monitoring increased physical activity, behavioral commitments increased changes to dietary behaviors. BCTs were not associated with psychological well-being. The review confirms that behavioral interventions have an impact in weight management, including for individuals with more complex or severe obesity, but highlights the need for further investigation of their use within clinical settings.

스키장 마케팅믹스 6P 요인이 참여만족 및 고객충성도에 미치는 영향

This study was conducted to determine how the 6P factors of ski resort marketing mix affect participation satisfaction and customer loyalty to provide methods to prevent the departure of existing customers, attract new customers, and strengthen competitiveness with other ski resorts. Therefore, three ski resorts located in Pyeongchang-gun (Yongpyeong, Phoenix Park, Alpensia), where the 2018 Winter Olympics were held, High1 Resort, which was included in the X3 Season Pass, an integrated season ticket in Gangwon-do, and Jisan Resort and Gonjiam Reasort located in Gyeonggi-do, close to the metropolitan area, were selected as a population, and adult men and women in their 20s or older were selected as samples. The survey method used the convenience sampling method among the non-probability sampling methods, and the survey was conducted online using a Google questionnaire. The survey period was conducted from October 7, 2023 to November 7, 2023, and 353 people were selected as valid samples and used for the analysis of the results, excluding data that were deemed to have been omitted for unfaithful answers and part of the survey. For data processing, frequency analysis, exploratory factor analysis, intra-question consistency, correlation analysis, and simple and multiple regression analysis were performed, and the SPSS (ver. 21.0) program was used. As a result of the study, first, it was found that among the 6P factors of ski resort marketing mix, people and products affect participation satisfaction in order. Second, it was found that the participation satisfaction in ski resorts had a statistically significant effect on both attitudinal loyalty and behavioral loyalty of customer loyalty. Third, among the six factors of ski resort marketing mix, people, products, and prices were found to have an effect on attitudinal loyalty, and people, products, and promotion were found to have an effect on behavioral loyalty.

Perceived value and loyalty to WeChat: evidence from a sample of Chinese entrepreneurs living in Spain

This paper analyses the influence of functional value in the relationship with suppliers, functional value in communication with suppliers and functional value in business activities on the attitudinal and behavioural loyalty towards the WeChat social network by Chinese entrepreneurs based in Spain. To this end, several research hypotheses were proposed and tested by studying a sample of 57 Chinese entrepreneurs based in Spain. The results obtained from the regression models carried out show the key importance of the functional value variable in business activities on both types of loyalty; the functional value of communication with suppliers only exerted a significant influence on attitudinal loyalty

How Attitudes Translate to Loyalty: An Integrative Model in Service Relationship Marketing

Enhancing customer loyalty is the ultimate goal of relationship marketing. While prior studies have highlighted the significance of hedonic and utilitarian attitudes as key drivers of consumer behavioral loyalty, literature, especially in the service context has left ambiguities regarding: (1) integrative exploration of mechanisms mediating attitudes’ impact on behavioral loyalty; and (2) the specific components and connections between attitudinal and behavioral loyalty, along with their origins. This study introduces a novel integrative model that delves into the distinct effects of hedonic and utilitarian attitudes on components of attitudinal and behavioral loyalty, shedding more light on understanding the interplay between these components, their relationships, and their functional connections with trust and attitudes. Structural Equation Modeling was applied to the survey results from 1,028 participants, with the results demonstrating how hedonic and utilitarian attitudes differently impact various components of behavioral loyalty through mediation of trust and attitudinal loyalty components. Furthermore, results show that relationships varied across different services. The findings will help service firms to identify important predicting factors and channels of service behavioral loyalty, thus enabling them to optimize the costs of customer-service relationship management.

Effects of perceived value dimensions on customer brand loyalty towards luxury cars

PurposeThe research aims to examine the influence of perceived value (PV) dimensions on brand loyalty of luxury car owners and to examine the mediating role of attitudinal loyalty (AL) between PV dimensions and behavioral loyalty (BL).Design/methodology/approachPrimary data for the study were gathered from the luxury car owners in Kerala, India. The construct measurements have been adopted from previous research studies. Structural equation modeling with the partial least square (PLS) technique was used to analyze the measurements and conceptual model.FindingsThe findings show that out of four PV dimensions among luxury car owners, the hedonic value (HV) significantly influences their AL. Economic value influences BL, and social values have an impact on AL as well as BL, but the relationship of functional value with any is not supported by the results. AL is a strong predictor of BL, and it actively mediates the relationship of HV and symbolic value with BL.Practical implicationsThe manufactures of luxury cars provide more importance to hedonic and symbolic elements while launching new models and consider the price perceptions of the targeted customers while making decisions related to brand attachment and brand loyalty.Originality/valueThis study contributes to the decision-making of the rapidly growing vehicle market by examining the perceptions and by providing the effects of perceived values among luxury car owners. Also, it extends the literature by developing a framework for PV dimensions on AL and BL and also incorporated the mediating role of AL.

The cognitive and conative image in insular marine protected areas: A study from Galapagos, Ecuador

The present study aimed to identify the factors related to cognitive and conative image attributes in an insular marine protected area and determine which factors explain tourist satisfaction and behavioral loyalty. The research was conducted in the Galapagos Islands, a marine protected area in Ecuador, South America. A total of 407 tourist questionnaires were collected on-site, including national and foreign visitors, and factor analysis and ordinal logistical regression techniques were applied. The findings reveal four factors in the image attributes of insular marine protected areas: Staff Attention, Tourist Facilities, Nature, and Cultural Activities. Among the factors explaining satisfaction with the tourist destination, as well as the intention to recommend it and provide positive feedback, Nature and Staff Attention at the destination stand out. Meanwhile, the cultural activities factor best explains the intention to return to the destination.These findings enhance the academic understanding of the factors influencing the image of coastal and marine destinations, particularly in insular marine protected areas. They also offer valuable insights for destination managers, providing practical guidelines to improve destination images, thereby boosting tourist satisfaction and loyalty.

Examining switching intention in professional sport: a push-pull-mooring perspective

PurposeDrawing upon a push-pull-mooring model and the literature on behavioral loyalty, this research aims to examine the underlying factors and mechanisms that influence switching intention in the context of professional sport in Japan.Design/methodology/approachUsing a two-wave survey design (pregame and postgame surveys), we collected data from 367 fans of a professional soccer team in Japan. Our data included three push factors (quality, satisfaction, and perceived value of the current favorite team), a pull factor (alternative team attractiveness), a mooring factor (team identification), and behavioral loyalty and switching intention to the alternative team. We used structural equation modeling to test our hypotheses.FindingsA mediation analysis revealed that perceived value of an individual’s current favorite team was negatively associated with behavioral loyalty to an alternative team, whereas attractiveness of the alternative team was positively associated with behavioral loyalty, which, in turn, resulted in fans’ switching intention. Latent moderated structural equation modeling further revealed the negative moderating effect of team identification with the current team on the relationship between behavioral loyalty and switching intention.Originality/valueThe findings provide new evidence about the role of behavioral loyalty in understanding sport consumers’ switching intention and highlight the importance of team identification that can foster a sustainable and long-term relationship between fans and their favorite sport teams.