Commitment Behavior Research Articles

Exploring influence attempts, wishful identification, parasocial relationships, and behavioral loyalty among Thai game live-streamers and their viewers

ABSTRACT This study examines the impact of influence attempts, wishful identification (WI), and parasocial interaction (PSI) on parasocial relationships (PSR) and behavioral loyalty in the context of game live-streaming. Data were collected from 400 respondents using survey research. Multiple regression and hierarchical regression analysis were employed to test the research question and hypotheses. The results indicate that influence attempts, WI, and PSI significantly can predict PSR and behavioral loyalty. These findings contribute to the field of game live-streaming research and provide insights for live-streamers to enhance viewer relationships.

Enhancing Loyalty in the Indonesian Post: Unraveling the Influence of Relational Benefits and Relationship Quality

The advancement of technology has led to the proliferation of e-commerce services, resulting in an increased demand for courier services in Indonesia. Pos Indonesia, a pioneer in courier services, now faces competition from industry players such as JNE, JT, SiCepat, and others, who employ strategies focused on providing relational benefits. These benefits include special discount facilities, free item pick-up, and establishing social relationships and trust through integrated technology. However, contrary to previous research findings, these built-in benefits do not necessarily contribute significantly to customer loyalty. This study examines the role of relational benefits, with relationship quality as a mediating variable, in enhancing customer loyalty within the context of Pos Indonesia's efforts to retain loyal customers through various innovations. The study used a quantitative method to sample 205 respondents who have used Pos Indonesia's services in the last 6 months. The PLS-SEM method was used to analyze the data. The study reveals that repurchase intention increases with high levels of trust and satisfaction, supporting the confidence and social benefits that have been built. Surprisingly, unique treatment benefits do not influence consumer loyalty behavior.

Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study

PurposeThis study aims to extend research in marketing on two important relational constructs, customer satisfaction and brand attachment, by comparing their long-term effects on customer behaviors with different levels of performance difficulty in a relatively understudied domain of durable products.Design/methodology/approachUsing a two-stage quantitative study with US customers from five durable product categories, the authors first explored the hierarchy of customers’ loyalty behaviors based on increasing effort in a pretest study (N = 675). Then, the authors tested the effectiveness of satisfaction and brand attachment for customers’ loyalty behaviors over a nine-month period in a longitudinal study (N = 2,284) with customers from the same product categories.FindingsCompared to satisfaction, brand attachment emerges as a stronger long-term predictor of customer behaviors. The performance difficulty of customer behaviors positively moderates the impact of brand attachment and negatively moderates the impact of customer satisfaction. Brand attachment is particularly effective in predicting difficult-to-perform customer behaviors, which require customers to expend resources such as time and money. Customer satisfaction is mainly effective for predicting easy-to-perform behaviors, but its long-term impact is significantly lower for easy-to-perform behaviors than brand attachment.Research limitations/implicationsThe use of consumer durables in the study and samples from only one country restricts the generalizability of the findings.Practical implicationsThe complementary roles of customer satisfaction and brand attachment are highlighted. Only satisfying customers is not enough to engage customers in behaviors that require resources such as money, time and energy for the brand.Originality/valueA comparative study on the long-term effectiveness of two established relational metrics in explaining different customer behaviors varying in their performance difficulty in an understudied domain of durable products.

The Impact of Destination Quality and Image on Tourists' Loyalty

Objective: The objective of this study was to investigate the impact of destination quality and image on the loyalty of tourists. Method: There were many research papers that were analyzed critically to find out the connection between quality, image, and the loyalty of tourists. We utilize a quantitative research method through structural equation modeling (SEM) analysis. The sample size includes 583 respondents who are tourists in the provinces of the North Central Coast of Vietnam. Results: The research findings show that, in direct relationships, destination image positively influences both attitudinal loyalty and behavioral loyalty. However, there is no direct impact of destination quality on attitudinal loyalty; instead, it only affects tourist behavioral loyalty. The study also demonstrates the mediating role of satisfaction in the relationship between destination quality, image, and both aspects of loyalty, namely the attitudinal and behavioral loyalty of tourists. Conclusions: The tourist industry on the North Central Coast of Vietnam has many positive points, despite just going through the COVID-19 pandemic and economic growth. Tourist loyalty to destinations is quite high because they like destination image and satisfaction with destination quality. This article is an academic contribution that enables understanding of the research developed and focuses on destination image, destination quality, and tourist loyalty on the North Central Coast of Vietnam, considering data from several reference research databases and survey results.

Relationship between perceived enjoyment, exercise commitment and behavioral intention among adolescents participating in "School Sport Club".

This study aimed to examine ways to improve the quality of physical activity (PA) to address social problems related to obesity and being overweight among adolescents, through an educational approach. In this regard, the current study identified associations between factors that lead to sustained PA participation among middle school students participating in school sports club activities, and derived academic implications that can be incorporated into future school education programs. The researchers explored the relationship between perceived enjoyment, exercise commitment, and behavioral intention in middle school sports club participants. The subjects of the study were selected as middle school students who had participated in school sports clubs for more than 6 months. Using convenience sampling, 350 datasets were collected from middle school students living in metropolitan cities in South Korea. Finally, 336 datasets were used for the final analysis after eliminating 14 questionnaires that were judged to be incorrectly indicated or incomplete. Frequency analysis, exploratory factor analysis, and reliability verification (Cronbach's α) were conducted. The findings were as follows: first, among the sub-factors of perceived enjoyment, the following were found to have a positive relationship with cognitive commitment: daily escape (β = 0.259), competitive victory (β = 0.228), interpersonal relationships (β = 0.204), and physical fitness (β = 0.119). Furthermore, among the sub-factors of perceived fun, physical health (β = 0.330), daily escape (β = 0.205), interpersonal relationships (β = 0.307), and competitive victory (β = 0.228) had positive relationships with behavioral commitment. Second, among the sub-factors of perceived enjoyment, physical health (β = 0.423), interpersonal relations (β = 0.139), and daily escape (β = 0.138) were found to have a positive association with behavioral intention. On the other hand, there was no significant relationship between competitive winning (β = 0.071) and behavioral intention. Third, behavioral commitment (β = 0.237) and cognitive commitment (β = 0.183) were confirmed to have a significant positive relationship with behavioral intention. These findings highlight that middle school students' perceived enjoyment from participating in school sports clubs is a positive factor leading to increased immersion in sports activities and a sufficient basis for continuing sports activities. Furthermore, class organization, environmental factors, and appropriate instructional content for school sports club activities are essential for exercise commitment.

Pleasure, quality or status? an analysis of drivers of purchase of fresh pork in China

What are consumers aiming to get when they buy fresh meat? Is it the emotional pleasure, the nutritional quality and functionality, or the status that goes with it? We examine this question for Chinese consumers buying fresh pork. In order to understand the driving forces for pork purchases, we use the concept of perceived value of a product, and distinguish emotional value, quality/performance and social value, together with price/value for money. We look at how perceived value of pork products in China is related to consumers’ attitude to these products and to their repeated purchase of these products. In addition, we look at how value perception and its role in determining attitude and purchase behavior differ between different consumer segments, distinguished based on their shopping behavior. An online survey was carried out in 5 Chinese 1st and 2nd tier cities. Respondents were segmented based on their usage of different ways of shopping for pork using latent class cluster analysis. Relationships between constructs were estimated using PLS. Quality/functional value was the strongest determinant of attitude, but emotional value was both the strongest direct determinant of purchase behavioral and the strongest determinant overall when taking effects mediated by attitude into account. Customer journey segments differed in their pattern of determinants of attitudinal and behavioral loyalty. We conclude that buying fresh meat is, for Chinese consumers, mostly driven by the expected pleasure and to a lesser degree by quality and functional properties like safety and healthiness. The latter do have an impact on consumers’ attitude to the product, but less so on their buying behavior, suggesting that attitude and purchase are driven by different mental processes. We discuss implications for future demand for fresh pork in China.

Measuring Household Coping Strategies During the COVID-19 Economic Crisis in Pakistan

During 2020-21, the COVID-19 pandemic and subsequent worldwide lockdown generally changed the lives of households. This study examines how Pakistani households behaved and what kinds of coping strategies they used during the extended economic crisis in Pakistan following the advent of the virus. This study uses the protracted theory of planned behavior to estimate and elucidate individual behavior through behavioral commitments. Pakistan government survey data collected from 6,000 households was analyzed with a count data model (Poisson regression) to understand different coping strategies. The results show that approximately 28.5 percent of households did not observe any economic effects of COVID-19 on their general wellbeing. However, 27.7 percent of households reported mild shock, and 22.5, 17.4, and 3.9 percent said they faced either moderate, high, or severe economic influence from COVID-19 lockdowns, respectively. The study tried to explore the link between economic crisis, wellbeing and coping strategies. The study also considers how to maintain incomes, access to food, livelihoods, and re-establishing businesses after a future pandemic. Keywords: COVID-19, Pandemic, Economic shock, Lockdown, Coping strategies, Pakistan.

The Mediating Role of Brand Image in the Relationship Between Fan Engagement and Fans' Attitudinal and Behavioral Loyalty

Objective: The aim of this study was to investigate the mediating role of brand image in the relationship between fan engagement and fans' attitudinal and behavioral loyalty. Methodology: In this correlational study, the statistical population consisted of fans of the Iranian Premier Football League. Among them, four teams (Persepolis, Esteghlal, Tractor, and Sepahan) were selected as the top four teams of the 2019-2020 season. Given the unlimited size of the statistical population, stratified random sampling was employed, and the sample size was determined to be 258 individuals. Data were collected using the Fan Engagement with Brand Questionnaire by Desar (2017), the Team Brand by Bauer et al. (2008), and Fan Loyalty, including Attitudinal Loyalty and Behavioral Loyalty (Gladden & Funk, 2001; Stevens & Rosenberger, 2012; Wang et al., 2011). Pearson correlation coefficient and structural equation modeling were used for data analysis. Findings: Fan engagement influences the team’s brand image, and brand image affects both attitudinal loyalty and behavioral loyalty. This study also demonstrated that brand image plays a mediating role in the relationship between fan engagement with the brand and fans' attitudinal and behavioral loyalty. Conclusion: The present study contributes to filling the gap in sports marketing literature by providing a better understanding of what contributes to fan loyalty for professional football teams in the Iranian Premier League. Building on existing sports marketing literature, the model developed in this study enables sports managers to comprehensively measure the relationships between fan engagement, team brand image, attitudinal loyalty, and behavioral loyalty.

Utjecaj fleksibilnosti dobavljača, ovisnosti i povjerenja na ponašajnu lojalnost u velikom trgovačkom lancu:

The objective of this study is to examine the impact of supplier flexibility, dependence, trust, on behavioral loyalty in the context of the supplier-retail superstore relationship. Taking supplier trust as a mediator, this research built a structural model. Data were collected from the manufacturers of consumer food products in Bangladesh, and hypotheses were tested using structural equation modeling with AMOS. Out of six hypotheses, three are found to be statistically significant. Particularly, supplier flexibility impacts both supplier trust and retail superstore repurchase loyalty, and supplier dependence has an impact on supplier flexibility. Moreover, supplier flexibility plays a mediating role between supplier dependence and retail superstore repurchase. Supplier flexibility and dependence are important in enhancing retail superstore behavioral loyalty in the developing country context. These constructs are effective when retail superstores show their greater repurchase loyalty, as opposed to showing opportunistic behavior. However, in the presence of supplier flexibility, supplier dependence is effective on retail superstore loyalty when the superstore treats such dependence as a tool to promote integration and induce a high level of performance. This study is limited by the subjective outcomes of the responses and the inconsistency of the association due to the single informant’s reporting. There is a possibility that self-reported data, which generates socially desirable biases, exaggerated the research findings. The present paper advances our understanding of the impact of these important constructs practiced by supplier companies that have an impact on the repurchase loyalty of retail superstores. This endeavor is one of few that considers the developing country context and contributes to research and practice in supplier-retail superstore relational exchange.

Effects of Novelty Seeking and Destination Image on Loyalty Behavior: A case of Giliiyang Island, Sumenep, Indonesia

Effects of Novelty Seeking and Destination Image on Loyalty Behavior: A case of Giliiyang Island, Sumenep, Indonesia

Cross-Channel Integration and Consumer Loyalty: Mediating Effect of Consumer Empowerment and Satisfaction

The field of marketing is constantly evolving, and consumers’ interactions with brands have changed considerably over time. Companies must therefore adapt by developing effective strategies to attract and retain customers. By adopting a cross-channel strategy, retailers can maintain a strong relationship with them. Our study is based on the stimulus-organism-response model, which conceptualizes how Cross-Channel Integration influences consumers’ feelings of empowerment and satisfaction, thus stimulating their loyalty behavior. A survey was conducted, and an online questionnaire administered to a sample of 255 consumers. The results suggest that Cross-Channel Integration promotes Consumer Loyalty. Consumers’ relationship with retailers is strengthened because they feel more empowered and satisfied with the product and/or service provided.

Customer behavior when experiencing smart retail technology: a conceptual framework

Due to the rapid growth of Smart Retail Technology (SRT) in the digital age, the retail industry has transformed how it engages with customers and manages daily operations. This research utilizes the Value-Based Adoption Model to investigate the mechanism that may affect to customer loyalty to retail stores and electronic Word-of-Mouth (eWOM) behavior following their experience with SRT, focusing on customers' value-oriented perspectives that may not have received adequate attention in previous studies. Based on the literature review, this study identifies five factors affecting the perceived value of a customer and, consequently, his/her loyalty behavior. It also proposes the research framework to analyze customer behavior when experiencing smart retail technology.

Relationship Between Brand Awareness Levels, Brand Loyalty Behaviors, Brand Function Perceptions, Factors Influencing Brand Loyalty, and Preferred Criteria in Product Purchasing Among Secondary School Students Engaged in Sports

This research was conducted to determine whether there is a significant relationship between brand awareness levels, brand loyalty behaviors, brand function perceptions, factors affecting brand loyalty and preference criteria in product purchase in a sample of secondary school students engaged in sports. In the research, a relational survey method was employed. The study group consisted of a total of 250 students [n(male=185), n(female=65)] who were enrolled in high schools affiliated with the Konya Provincial Directorate of National Education during the first half of the 2019-2020 academic year and represented different sports branches (such as football, volleyball, basketball, handball, folk dancing, taekwondo, kickboxing, badminton, fitness, wrestling, fencing) at their schools or participated in competitions. The average age of the students participating in the research is 16.48±1.16. Brand Awareness Scale consisting of 5 statements and a single dimension, Brand Loyalty Scale consisting of 6 statements and a single dimension, Brand Functions Scale consisting of 14 statements and 3 sub-dimensions, Factors Affecting Brand Loyalty Scale consisting of 13 statements and 4 sub-dimensions and Preference Criteria in Product Purchase Scale consisting of 23 statements and 4 sub-dimensions were used as data collection tools. Relational survey model and convenience sampling method were used in the study. As a result of the research, it was determined that there are positive, medium and low-level significant relationships between the brand awareness levels, brand loyalty behaviors, brand function perceptions, factors affecting brand loyalty and preference criteria in product purchase of secondary school students engaged in sports.Keywords: Brand Awareness, Brand Function, Brand Loyalty, Secondary School Students, Sports Marketing

What determines behavioural intention in health services? A four-stage loyalty model

PurposeThis study aims to deal with the paucity of studies in the stages of the development of loyalty behaviour of customers in the healthcare context by incorporating three crucial service quality dimensions (physical environment, personnel quality and technical quality) and also investigating trust and commitment as mediating factors.Design/methodology/approachSurvey data were obtained from 420 respondents admitted to government hospitals in Kerala employing a convenience sampling method. The formulated hypotheses were tested using partial least square structural equation modelling.FindingsResults indicate that patient satisfaction, trust and commitment can create favourable behavioural intentions amongst patients. When patients reveal higher trust, they are more inclined to value healthcare services and willing to commit to a long-term relationship, resulting in increased patient loyalty.Practical implicationsOrganisational efforts should improve trust and commitment and build a good relationship between service providers and patients. Efforts should be taken to raise the standard of technical and personnel aspects, and a focus on physical infrastructure should also be considered to build a favourable behavioural intention to revisit and positive referrals.Originality/valueThis is the first empirical study to analyse technical quality, personnel quality and physical environment along with the mediating effect of trust, and commitment in a four-stage loyalty development model in the healthcare context of Kerala, India.

Brand Image, Customer Satisfaction, And Brand Trust On Honda Motorcycle Customer Loyalty

Research is being conducted with the participation of students from the Faculty of Economics and Business at Muhammadiyah University Surakarta. The purpose of this research is to explore the link between the consumer loyalty behavior of Honda motorcycle customers and factors such as the perception of the brand, the level of customer satisfaction, and the level of trust in the brand. A study that was conducted not too long ago focused on students from the Faculty of Economics and Business at the University of Muhammadiyah Surakarta who owned two or more Honda motorbikes. It is possible to claim that the methodology used in this investigation is the quantitative approach. The research sample and demographic sample for this study are comprised of undergraduate students from the Faculty of Economics and Business at Muhammadiyah University of Surakarta who are in possession of several Honda motorcycles. The poll comprised a total of one hundred participants as a result of a well-planned screening procedure. The results of the research are based on the truthful evaluations that the respondents gave of the items that were included in the questionnaire. An application of multiple linear regression analysis was carried out on the data that was obtained by using SPSS version 23. The outcomes of the research indicate that the reputation of Honda motorbikes has a significant and detrimental effect on the company's ability to retain customers. On the other hand, positive and substantial effects are associated with customer satisfaction, and positive but moderate effects are associated with confidence in the brand.

The effects of tour operator’s service quality on travel agents’s customer value, satisfaction and loyalty in Vietnam

Service quality is the most important factor of tour operators determining the relationship between travel agents and tour operators. The authors surveyed 288 travel agents in Vietnam and used Smart-PLS software to test the research hypotheses: Tour operator's service quality positively impacts travel agent’s customer value, satisfaction, and loyalty; Tour operator's service quality impacts travel agent’s loyalty through customer value, satisfaction; Customer value impacts travel agent’s loyalty through satisfaction. The result confirmed these relationships in the travel industry B2B environment, satisfaction includes process satisfaction and outcome satisfaction, loyalty includes behavioral loyalty and attitudinal loyalty. Research results help tour operators in Vietnam achieve business efficiency through travel agents to increase satisfaction and maintain travel agents's loyalty to tour operators, including: (1) providing stable service quality; (2) providing service quality as commitment; (3) providing service as the end consumer’s expectation; (4) always improve service quality; (5) provide competitive products.

Examining the Influence of Mobile Payment Customer Experiences on Attitudinal and Behavioural Loyalty: Evidence from Tanzania

This study examined the influence dimensions of customer experience (CX) on attitudinal customer loyalty (ACL) and behavioural customer loyalty (BCL) in mobile payment (m-payment) service in Dar es Salaam, Tanzania. The unit of analysis employed was mobile payment customers, the sampling techniques used was convenient sampling and purposive sampling techniques to select service providers. Data analysis was conducted using Partial Least Square regression with sample size of 379 respondents. The results suggested that out of four dimensions of CX, moment of truth, peace of mind and outcome of focus have a significant positive relationship with both ACL and BCL. The product experience dimension revealed that in mobile payment context customer regards PEX as less important. The study recommends to managers to work on improving PEX through improving marketing strategies. Mobile phone operators/companies advocate customer experience in enhancing customer repurchasing and recommendations. The study contributes towards understanding of the role of customer experience in customer behavioural and attitudinal loyalty in mobile m-payment context. Also, the policymakers should support the provision of m-payment services, cross-product comparison and enhance freedom of choice.

Customer loyalty in the banking sector: a meta-analytic study

PurposeThis study aims to synthesize and integrate findings from diverse research on the antecedents and moderators of customer loyalty in the banking sector. Through a comprehensive meta-analysis, the research seeks to understand the primary drivers of bank loyalty and the potential cultural, economic and social indicators that might influence these relationships.Design/methodology/approachA rigorous meta-analysis was conducted, analyzing 275 studies with 1,365 effect sizes involving over 134,000 bank customers from more than 50 countries. The research evaluated the effect sizes of the main relationships between loyalty antecedents and consequences and assessed the influence of cultural, economic and social moderators.FindingsThe study identified key antecedents of bank loyalty, with responsiveness, privacy, commitment, trust and empathy being paramount. Cultural dimensions, such as individualism and masculinity, significantly moderate the relationships between trust and loyalty. The human development index (HDI) was also identified as a significant economic moderator, particularly influencing the relationship between satisfaction and bank loyalty.Originality/valueThis research offers a holistic view of bank loyalty, bridging gaps from conflicting findings in prior literature. Examining a vast array of studies across diverse cultural and economic contexts provides empirical generalizations about bank loyalty behavior, offering valuable insights for academia and the banking industry.

Managing the concept of hospitality to stimulate behavioural loyalty – a post-pandemic challenge for hotel managers in the luxury sector

Basé sur une enquête (n=350) dans les hôtels de luxe, cet article développe un modèle explicatif de l'impact de l'hospitalité sur la fidélité comportementale. En Tunisie, les résultats montrent que la fidélité à la marque et le prosélytisme sont influencés par l'hospitalité à travers la satisfaction du client et l'attachement à la marque. L'étude est pertinente pour les hôteliers qui développent une stratégie de marketing pour promouvoir le concept d’hospitalité afin d'établir et de maintenir la fidélisation de la clientèle. Les résultats appuient le modèle conceptuel et l'importance de l'introduction de la composante affective. L'étude explique les mécanismes de l'hospitalité et de la fidélité comportementale dans les hôtels de luxe, et elle a par conséquence une résonance pour d'autres zones de la région MENA. Les implications sont développées pour offrir un aperçu de l'hospitalité dans l'ère postpandémique.

Design and validation of the AI literacy questionnaire: The affective, behavioural, cognitive and ethical approach

Artificial intelligence (AI) literacy is at the top of the agenda for education today in developing learners' AI knowledge, skills, attitudes and values in the 21st century. However, there are few validated research instruments for educators to examine how secondary students develop and perceive their learning outcomes. After reviewing the literature on AI literacy questionnaires, we categorized the identified competencies in four dimensions: (1) affective learning (intrinsic motivation and self‐efficacy/confidence), (2) behavioural learning (behavioural commitment and collaboration), (3) cognitive learning (know and understand; apply, evaluate and create) and (4) ethical learning. Then, a 32‐item self‐reported questionnaire on AI literacy (AILQ) was developed and validated to measure students' literacy development in the four dimensions. The design and validation of AILQ were examined through theoretical review, expert judgement, interview, pilot study and first‐ and second‐order confirmatory factor analysis. This article reports the findings of a pilot study using a preliminary version of the AILQ among 363 secondary school students in Hong Kong to analyse the psychometric properties of the instrument. Results indicated a four‐factor structure of the AILQ and revealed good reliability and validity. The AILQ is recommended as a reliable measurement scale for assessing how secondary students foster their AI literacy and inform better instructional design based on the proposed affective, behavioural, cognitive and ethical (ABCE) learning framework. Practitioner notesWhat is already known about this topic AI literacy has drawn increasing attention in recent years and has been identified as an important digital literacy. Schools and universities around the world started to incorporate AI into their curriculum to foster young learners' AI literacy. Some studies have worked to design suitable measurement tools, especially questionnaires, to examine students' learning outcomes in AI learning programmes. What this paper adds Develops an AI literacy questionnaire (AILQ) to evaluate students' literacy development in terms of affective, behavioural, cognitive and ethical (ABCE) dimensions. Proposes a parsimonious model based on the ABCE framework and addresses a skill set of AI literacy. Implications for practice and/or policy Researchers are able to use the AILQ as a guide to measure students' AI literacy. Practitioners are able to use the AILQ to assess students' AI literacy development.