Cognitive Loyalty Research Articles

Trust Dimensions Model in Creating Loyalty Stage for Service Consumers of Sharia Rural Banking

The purpose of this study was to analyze the model of trust dimensions in creating loyalty stage for customers of corporate services as well as to examine trust dimensions consisting of customer’s disposition to trust, cognitive trust and affective trust to loyalty stage which consist of cognitive loyalty, affective loyalty, conative loyalty, and action loyalty.The research is a quantitative study with a survey method on sharia corporate services in banking, based on banking data analysis with Structural Equation Modeling (SEM).The results showed that there is no positive effect between customer's disposition to trust and cognitive loyalty. Moreover, there is a positive effect between cognitive trust and cognitive loyalty, a positive effect between cognitive trust and affective loyalty, a positive effect between affective trust and affective loyalty, a positive effect between affective trust and conative loyalty. Finally, there is positive effect between affective trust and action loyalty.Based on the findings, it can be concluded that there is a relationship between trust dimensions and loyalty stage, although not all the trust dimensions can directly create loyalty stage, i.e. the customer’s disposition to trust dimension.

Moving from Cognitive Loyalty to Behavioral Loyalty through Brand Romance: Evidence from Hotel Industry of Iran

International online peer-reviewed open-access journal offers a possibility for the international community of professionals working in the fields of regional and rural development or tourism to exchange their ideas and research results or practical achievements as it publishes results of both theoretical and applied research in these fields.

A Study on the Evaluation of Brand Positioning and Identification of Key Branding Strategies W.R.T. to Moustache in the Kolkata Market

In this research the researchers tried to study the brand positioning of Moustache, an entry level denim wear brand from Kolkata. Around 22 branding dimensions were studied in a Likert scale with a total of 109 parameters which resulted in extracting out some important factors, through exploratory factor analysis which influenced the decisions of the consumers in terms of their brand choice. The factors extracted were, namely, Brand Loyalty, Brand Satisfaction, Brand Renown-ability, Brand Knowledge, Brand Promise, Brand Performance and Brand Assurance. All these factors in totality help to shape the position of the brand in the minds of the consumers. These factors collectively explain 60.789% of reasons dictating the branding strategies which affect the purchase behaviour of the consumers of Moustache. A perceptual mapping, through multi-dimensional scaling, of the brand along with its competitors, namely, Mufti, Hoffmen and Passport were done in order to determine how the well the brand is perceived by its consumers in its segment. It was seen that among all the consumers, Moustache was perceived as a brand which has very low perception in Product Innovativeness and Product Promotion. Lastly all the responses of the consumers of the Likert scale was subjected to a mean score analysis in order to understand the mean agreement or disagreement of each branding dimension with respect to the Moustache brand in the mind. It was seen that around 7 branding dimensions namely, Brand Love, Behavioural Commitment, Brand Respect, Action Loyalty, Cognitive Loyalty, Affective Loyalty and Brand Symbolism were the dimensions which according to the consumers, Moustache was lagging behind as compared to its competitors. This research shall help in a better understanding of the denim jeans brand market and shall help further researchers and organisations based out of Kolkata to work upon these characteristics before launching their brand or product with respect to the brand Moustache.

Compensation And Employee Loyalty Among Health Workers In Nigeria

Compensation and employee loyalty has been an issue of great concern in organizations over the years. This problem prevails in the contemporary society especially in Nigeria. It therefore becomes imperative to investigate and determine the influence of compensation on employee loyalty. The research was a survey of eight private hospitals that were purposively selected in Port Harcourt. To carry out this research, relevant literature was reviewed to confirm the existence of the problem. The components of the independent and dependent variables were examined. Questionnaire was the major instrument that was used to collect data for the study. The study sample size was determined using Taro Yamen’s formula and Spearman Rank Order correlation coefficient was used to analyse the data. It was found that there is significant positive relationship between compensation and employee loyalty. It was recommended among others that regular payment of employees salary will impact positively on the cognitive loyalty of the employees. Increment of employee salary enhances positive reactions of the employees thereby inducing loyalty. Organizations should encourage the employees to own shares as it induces cognitive loyaltyamong workers. Equity based compensation influences employee behaviour positively thereby encouraging retention of employees. Organisations should consider occupational hazards of hospital environment when fixing the pay of the employees.

Trust and commitment in the formation of donor loyalty

ABSTRACTThis cross-national study empirically tests a model that explains the ways in which trust and commitment lead to loyalty in the organization–donor relationship. This research fills a gap in the literature by contrasting the formation of loyalty in a developing nation, with the national culture in which the framework was initially developed. Findings indicate that while trust and commitment are significant in the formation of behavioral loyalty in both Latin America and the United States, this relationship is mediated by cognitive and affective loyalty. The respective contributions of affective and cognitive loyalty are, however, different based on cultural context. In Latin America, the model is more affectively focused, whereas in the United States it is more cognitively focused. Theoretical, practical and managerial implications are discussed.

La lealtad de los estudiantes de la Universidad Nacional de Chimborazo, Riobamba – Ecuador

El trabajo investigativo hace referencia a los servicios que perciben los estudiantes de la Universidad Nacional de Chimborazo, para conocer las causas y niveles de lealtad, identificando los factores de riesgo y éxito de la calidad de los servicios educativos. El pronóstico de lealtad se basa en los siguientes componentes: Elementos Tangibles, Capacidad de respuesta, Empatía, Fiabilidad, y Seguridad, (Modelo Serqual), dando respuesta a esta constante necesidad de mejorar para lograr la distribución de frecuencias de los niveles de lealtad cognitiva, conativa, afectiva y acción; estudiantes satisfechos que distinguen servicios educativos de calidad.

User's Social Network Site Loyalty

The answers to the question of how to build a user's loyalty have become the most desirable knowledge to academics and practitioners, when the competitions turn drastic among social network sites. This article proposes a new model to investigate the influential factors of the user's cognitive loyalty and affective loyalty to a social network site. The authors find that the user's actualization of hoped for self and the informativeness of a social network site both have significant positive effects on the user's perceived usefulness and perceived enjoyment, thereby positively influencing the user's loyalties to the Web site.

Managing Negative Reviews: The Persuasive Role of Webcare Characteristics

ABSTRACTThis article provides insight into a less investigated area that deals with marketers’ responses to negative reviews—a phenomenon known as webcare. Specifically, it examines the effects of (a) salient webcare characteristics like strength and timeliness on consumer forgiveness in the presence of review helpfulness as a moderator, and (b) forgiveness on consumers’ cognitive, affective, and conative loyalty. A 2 (webcare strength: strong vs. weak) × 2 (webcare timeliness: timely vs. delayed) × 2 (review helpfulness: high vs. low) between-subjects experiment in a fictitious casual dining restaurant context reveals that webcare timeliness and strength of webcare play affect consumer forgiveness positively which subsequently affects consumer loyalty. These findings are distinctive from previous research because it opens up a new area that deals with managers’ responses to negative reviews. It also explores how the detrimental effects of these reviews can be reduced by manipulating salient characteristics of managers’ responses, i.e., webcare.

Brand Attachment on Service Loyalty in Banking Sector

<p>The purpose of this study is to examine the effects of brand attachment on service loyalty to the services provided by financial sector. As one of the extremely valuable assets of every firm is its brand, attachment creates a deep emotional link between the consumers and the brand such that it contributes to the success of brand management process. To this end, the effects of two dimensions of the construct (brand-self connection and brand prominence) on each of the dimensions of service loyalty would be explored. The questionnaire is based on Park et al. (2010) and Sudhahar et al. (2006). The results of structural equations modeling indicated that brand attachment had a significant positive effect on service loyalty. Furthermore, the existed a positive effect on the dimensions of brand attachment—i.e., brand-self connection and brand prominence—and all dimensions of loyalty—i.e., behavioral, attitudinal, cognitive, conative, affective, commitment, and trust). Among them, brand-self connection had the highest effect on cognitive loyalty, trust-based loyalty, and commitment-based loyalty while brand prominence was most effective on affective loyalty, cognitive loyalty, and trust-based loyalty.Because of the increase in the number of institutions in banking sector and the diversity of services they offer, banking managers can take the advantage of using the results of brand attachment's effect on the study variables and enhance the loyalty to their services.</p>

Role of Brand Image and Switching Cost on Customer Satisfaction-Loyalty Dyadic in the Mid-Market Hotel Sector

The study attempts to analyze the relationship between customer satisfaction and progressive phases of loyalty in mid-market hotel precinct. It succinctly intended to gauge the direct effects of brand image and switching cost on progressive phases of loyalty and moderating effects of brand image and switching cost on the satisfaction-loyalty dyadic. The outcome of the study revealed that customer satisfaction has a strong positive impact on cognitive loyalty, but unexpectedly not on affective, conative, and action loyalty in the hotel sectors of midmarket. Further, brand image has a direct and significant effect on progressive levels of loyalty. It moderates the link between customer satisfaction and affective loyalty; and customer satisfaction and action loyalty. The direct effect of switching cost on cognitive and affective loyalty is insignificant, but on conative and action loyalty is positive and significant. Further investigation of the moderating effects of switching cost shows that it strengthens the negative relationship between customer satisfaction and conative loyalty; customer satisfaction and action loyalty. But it dampens the negative relationship between customer satisfaction and affective loyalty. The results would provide necessary inputs and managerial insights to develop marketing strategies through careful introspection of their present positions in the loyalty-satisfaction matrix. This research is premised on questioning the status quo regarding the customer satisfaction-loyalty link and factually argued that customer satisfaction is necessary, but is not a sufficient condition to forge loyalty. Meagre studies have attempted to integrate switching cost and brand image with customer satisfaction and loyalty relationship. This research gap is further evident due to sporadic research on moderating effects of switching cost and brand image directly and in interactions with satisfaction on progressive levels of loyalty. This study provides new insights and enlightens some phenomenon explaining customer satisfaction-loyalty dyadic interactions in emerging mid-market hotel segment.

Influence of Customer Quality Perception on the Effectiveness of Commercial Stimuli for Electronic Products.

Creating and maintaining customer loyalty are strategic requirements for modern business. In the current competitive context, product quality, and brand experience are crucial in building and maintaining customer loyalty. Consumer loyalty, which may be classified into cognitive loyalty and affective loyalty, is related to customers' quality perception. Cue utilization theory distinguishes two dimensions for perceived quality, extrinsic quality—linked to the brand—and intrinsic quality—related with internal product characteristics. We propose that (i) cognitive loyalty is more influenced by intrinsic product quality whereas extrinsic product quality (brand name) is more salient for affective loyalty and, (ii) different commercial stimuli have a differential effectiveness on intrinsic and extrinsic perceived quality. In fact, in this study, we analyze how perceived quality dimensions may influence the effectiveness of two different commercial stimuli: displays and advertising flyers. While displays work within the point of sale under time-constrained conditions where consumers are more likely to use heuristics to simplify their decisions, advertising flyers work outside of the point of sale under low time-constrained conditions, and therefore favor a more reasoned purchase decision where systematic processing will be more likely. We analyze the role of quality perception in determining the effectiveness of both these commercial stimuli for selling products that induce high purchase involvement and perceived risk. The empirical analysis focuses on computer products sold by one of Europe's largest computer retailers and it combines scanner, observational, and survey data. The results show that both dimensions of quality perceptions moderate the influence of displays and advertising flyers on sales, but their impact is different on each commercial stimuli. Extrinsic quality perception increases to a greater extent the effect of displays due to the use of a brand name heuristic. However, intrinsic quality perception improves to a greater extent the effect of advertising flyers, which in turn are more closely related to systematic decision processing.

The Antecedents of Customer Loyalty: Attitudinal and Behavioral Perspectives Based on Oliver's Loyalty Model

Purpose: Customer loyalty is picking up significant enthusiasm from scholastics and business experts on the grounds that both are intrigued by knowing the main thrusts that enhance an organization's competitiveness. Regardless of the imperativeness of customer loyalty, there is still an absence of exhaustive work to investigate how a customer develops loyalty to a specific retailing outlet. The primary objective of this paper was to investigate the antecedents of customer loyalty from both attitudinal and behavioral points of view based on Oliver's Loyalty model. Design/Methodology/Approach: The study setting is on retail-shopping in India, which concentrates on the departmental stores. The information was gathered from selected departmental stores within the National Capital Region (NCR), India. The instrument utilized as a part of the study was a self- administered survey. With respect to the factual examination, structural equation modeling was used to test the theory/hypothesis. Findings: The study unveiled that the antecedents of cognitive loyalty are the components of store image. They are : store atmosphere, facilities, merchandise, service quality, and transparency in transaction. There are three strategic tools that rule the attitudinal perspective, in particular, store picture, customer satisfaction, and loyalty program. The study concluded that the Indian departmental stores' customer loyalty level is evolving in stages. Hence, the establishment of attitude-behavior relationship has a great meaning to the retailers due to its predictive power, particularly in marketing strategy formulation. Originality/Value: In the Indian context, this is the first time customer loyalty has been studied from the perspective of Oliver's four stage loyalty model.

The Roles of Website Characteristics and Social Network Communities in Developing Customer E-loyalty in the Online Travel Industry

Internet and social network communities have become the essential channel for people looking for tourism information and online purchases or reservations. The academic community strive to better understand which factors influence online satisfaction and loyalty in the online travel industry. Many antecedents to e-satisfaction have been identified in the literature, namely functional and relational website characteristics. While many studies have assessed the influence of functional characteristics on esatisfaction such as usability and security, few research focused on the influence of social and human dimensions of the interface, called relational characteristics, especially in the online travel context. In fact, the relational features have been studied as a part of the optimization of the website interface and not from the logic of loyalty and brand-customer relationships. Moreover, there is a call in the literature for more research on the impact of individual engagement on social networks sites on loyalty generation. Thus, the objective of this study is to investigate how online attributes under the control of the cyber-merchant (website functional and relational attributes) and social networking sites where the firm has far less control, foster e-saisfaction and e-loyalty in the online travel industry. A self-administered survey was used and data were collected from university students who had shopped from an online travel company in the past year. By using SEM modelling, results show that usability, quality of support, and security/privacy positively impact e-satisfaction while e-satisfaction influences both cognitive and affective loyalty. Further analyses showed that personalization and online social network communities significantly influence both cognitive and affective loyalty while perceived social presence has a negative impact on cognitive loyalty. By understanding website drivers of online satisfaction and loyalty, this study contribute to help online travel companies develop strategies positioned to build long-term relationships, and thereby gain a competitive advantage.

융복합 모바일 메신저 서비스에서 인지적, 감정적, 능동적, 행동적 충성도의 역할

융복합 모바일 메신저 서비스에서 인지적, 감정적, 능동적, 행동적 충성도의 역할

Modelo de valor de marca para medios de prensa escritos en un contexto regional

The aim of the present study is to propose a scale that enables brand equity for print media outlets to be measured. For this, a three-step process was developed, consisting of: the development of a scale with validity of content; the application of a pre-quantitative test to the scale constructed and, finally, the data collection with the improved scale, and the analysis of the psychometric properties of this scale. The assessment of the psychometric properties included a confirmatory factor analysis of the structural equation modeling that represents the measurement scale. The six resulting explanatory dimensions are: affective-behavioral loyalty, cognitive loyalty, brand associations, perceived quality, brand recognition and brand recall.

Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market

This paper examines the effects of information and communication technology (ICT) service innovation and its complementary strategies on brand equity and customer loyalty toward ICT service providers. We draw from research on brand equity and customer loyalty, ICT innovation management, and strategy complementarity to propose a model that includes new constructs representing ICT service innovation, i.e., service leadership, and its two complementary strategies, i.e., customization-personalization control and technology leadership, and how their interactions influence customer loyalty through customer-based brand equity. We test our model using data from an online survey of 1,210 customers of mobile data services. The results show that service leadership and customization-personalization control have significant direct impacts on ICT service providers' brand equity. Moreover, when either the level of technology leadership or the level of customization-personalization control is high, the impact of service leadership on brand equity is enhanced. In turn, brand equity has significant impacts on consumers' affective loyalty and conative loyalty, but not on cognitive loyalty. Our study contributes to the literature on service management and service science, and in particular to the management of ICT service innovation in a consumer technology market.

The Importance of Attribution

Using attribution theory, this study examines 207 travel consumers’ views of five online travel communities (namely, Lonelyplanet, Travellerspoint, Tripadvisor, VirtualTourist, and Wayn) and their intentions to patronize one of the websites’ affiliates, Expedia. As a starting point, customers form an opinion of the community website itself based on communication quality and service quality. A high-quality experience, which includes interaction with other community members, engenders loyalty to the community website. With that base, the study tested three aspects of attributional responsiveness (evaluative satisfaction, cognitive loyalty, and affective belonging) and found that they could act as mediating factors to convey favorable attribution to the online communities’ affiliates, as represented by Expedia. Thus, a high standard of information and service will receive a favorable response from the online travel community, and that response can then be transferred to the community’s affiliates, in the form of purchases and return visits.

The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective

Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research is yet to investigate whether and how CV may influence consumer perceptions of CSR image and subsequent consumer behaviour. Data collected using an online survey in Australia show perceived familiarity with a company’s CV programme to positively impact CSR image and firm image, partially mediated by others-centred attributions. CSR image, in turn, strengthens affective and cognitive loyalty as well as word-of-mouth. Further analysis reveals the moderating effect of perceived leveraging of the corporate volunteering programme, customer status and the value individuals place on CSR. The paper concludes with theoretical and managerial implications, as well as an agenda for future research.

The Influence of Perceived Service Quality, Mooring Factor, and Relationship Quality on Customer Satisfaction and Loyalty

The phenomenon of declining in customer satisfaction and loyalty becomes the major concern of the service firms because the two factors determine the performance of the firms. Furthermore, factors that simultaneously influence customer satisfaction and loyalty are the customer perception on service quality, the mooring factors and the relationship quality. To analyze the relationship amongst factors that influence the customer satisfaction and loyalty, this research set some measurement on each factor/variable. The customer perception on service quality is measured by dimensions of call quality, price structure, mobile devices, value added services, convenience in procedure, and customer support. The mooring factors are measured by attitude, social influence, switching cost, prior switching behaviour, and variety seeking. The relationship quality is measured by dimensions of trust, familiarity and partnering. Customer satisfaction is measured by dimensions of price, functional, technical, and emotional. The last, the customer loyalty is measured by the dimension of cognitive loyalty, affective loyalty, conative loyalty and action loyalty. To measure all the constructs and indicators, this research distributes questioners to 370 students who subscribe cellular operator service at eight universities in Bandung. The method of data analysis of this research is Structural Equation Modeling (SEM). The research result proved that the customer perception on service quality and relationship quality have positive correlation with mooring factors. Then, the perception on service quality has positive direct influence customer satisfaction. On the other hand, mooring factors and relationship quality does not have direct influence customer satisfaction. However, mooring factors is proven to be moderating variable of service quality and relationship quality to customer satisfaction and has positive relationship. Moreover, the customer perception on service quality, relationship quality, and customer satisfaction has positive direct influence the customer loyalty.

Analyzing the Complex and Dynamic Nature of Brand Loyalty in the Hotel Industry

This study examines the complex dimensionality of brand loyalty, including its attitudinal and behavioral components. Brand loyalty is proposed to consist of a single dimension of behavioral loyalty and a second-order hierarchical attitudinal loyalty, including the subdimensions of cognitive loyalty, affective loyalty, and conative loyalty. This study also proposes that service quality, perceived value, customer satisfaction, and brand image are important determinants of brand loyalty. The results, drawn from sample three-star and four-star hotels, show that attitudinal loyalty is a first-order hierarchical factor consisting of cognitive loyalty, affective loyalty, and conative loyalty indicators rather than a second-order hierarchical factor. The results also indicate that service quality, perceived value, and customer satisfaction are antecedents that directly affect attitudinal loyalty. Rather than directly affecting loyalty, brand image plays a role in strengthening these three loyalty determinants.