Customer Loyalty Research Articles

The effectiveness of personal branding in forming a company image

The topic of personal branding and its impact on corporate image is of particular relevance. The research aims to explore the relationship between personal brand and company brand perception. The main goal of the work is to analyze how the level of trust, effectiveness and creative freedom of a personal brand affect the corporate image. The research is based on three key hypotheses: the higher the level of trust in the personal brand persona, the higher the perception of the company brand; the higher the effectiveness of the personal brand, the higher the perception of the company brand; the more creative freedom the personal brand persona has, the higher the image of the company brand. The analysis was conducted in Smart Pls software based on quantitative data obtained from the survey. The scientific significance of the work lies in the expansion of knowledge about the mechanisms of corporate image formation through personal branding. The practical significance of the research is expressed in the development of recommendations for companies on the effective use of personal branding to improve corporate image. The findings support the hypotheses by showing that trust in personal branding, its effectiveness and creative freedom have a positive impact on the perception of the company brand. The contribution of this study to the field of marketing and branding is to provide a new perspective on the use of personal branding as a strategic tool to enhance corporate image and market competitiveness. The practical significance of the results enables companies to develop more effective personal branding strategies, thereby improving their overall image and customer loyalty.

Sustainable business operations in technology startups: A model for leadership and administrative excellence

Sustainable business operations have become a critical factor for success in technology startups, where rapid growth and resource constraints pose unique challenges. This review proposes a comprehensive model for sustainable operations management in tech startups, emphasizing the synergy between leadership and administrative excellence. The proposed model aims to guide startups in balancing profitability, scalability, and environmental responsibility while fostering long-term growth. The explores the challenges of achieving sustainability in startups, including limited resources, pressures of rapid scaling, and the environmental impact of tech-driven innovations. It emphasizes the pivotal role of visionary leadership in setting long-term sustainable goals, fostering a culture of innovation, and effectively managing change. Leadership’s ability to align sustainability with operational goals is critical in navigating the dynamic and competitive nature of the tech industry. Additionally, the review highlights the importance of administrative innovations in optimizing resource management, implementing data-driven decision-making, and streamlining processes. By leveraging automation and technology, startups can create more efficient and environmentally friendly operational systems. The model integrates leadership vision with administrative processes, creating a holistic approach that encourages continuous improvement and innovation. The benefits of adopting sustainable operations, such as enhanced financial resilience, competitive advantage, and improved brand reputation, are also discussed. Moreover, sustainability offers tech startups a significant edge in attracting and retaining top talent while fostering customer loyalty. Ultimately, this model serves as a blueprint for technology startups to build scalable, efficient, and responsible operations, ensuring their success in the long term by aligning leadership and administrative strategies with sustainability objectives. Keywords: Sustainable Business, Technology Startups, Leadership, Administrative Excellence.

Development of an integrated model for SME marketing and CRM optimization

The development of an integrated model for optimizing marketing and customer relationship management (CRM) in small and medium-sized enterprises (SMEs) presents a crucial advancement in enhancing business competitiveness and customer engagement. This paper proposes a unified model that merges scalable software solutions for social media analytics with AI-driven CRM to provide a comprehensive framework for SMEs to enhance their marketing strategies and customer interactions. Social media platforms have become vital channels for customer outreach, engagement, and feedback, yet SMEs often face challenges in leveraging these platforms due to limited resources and expertise. Integrating social media analytics into CRM systems offers businesses the ability to analyze customer behaviors, preferences, and sentiment on a large scale. The proposed model utilizes artificial intelligence (AI) to streamline customer interactions, enabling personalized communication and improving customer retention. By incorporating AI into CRM, SMEs can automate routine tasks, such as responding to customer inquiries and segmenting audiences based on their social media activity. This allows for more efficient marketing strategies and enables businesses to proactively address customer needs, ultimately driving customer loyalty and long-term growth. Furthermore, the unified model focuses on scalability, ensuring that SMEs can adopt and adapt these technologies according to their evolving needs and resources. This paper also explores the benefits of integrating these technologies, including the potential for improved data-driven decision-making, enhanced customer experience, and increased operational efficiency. In conclusion, this integrated model presents a strategic pathway for SMEs to optimize their marketing and CRM efforts through the adoption of scalable, AI-driven tools that enhance customer engagement and boost business performance. Keywords: SME Marketing, CRM Optimization, Social Media Analytics, AI-Driven CRM, Customer Engagement, Scalable Software Solutions, Business Performance, Personalized Communication, Customer Retention, Data-Driven Decision-Making.

Theoretical aspects of the intangible assets system in the process of enterprises strategic management: definition, characteristics, classifications

The article studies theoretical aspects of the intangible assets system in the process of enterprises strategic management. In particular, it highlights the points of view of Russian and foreign scientists regarding the definition of the intangible assets concept. The author’s definition of intangible assets as a set of a company’s resources and assets, which do not have a physical form, are used in the process of creating goods (services) for a long period of time (more than a year), are involved in the creation of values that provide a company a competitive advantage in the market and meet the requirements of identifiability (an object separation from other resources), the presence of future profits from their use, and direct or indirect control by a company. The basic criteria of intangible assets are identifiability, control over them, and the presence of future profits from their use. Despite the variety of available approaches in foreign literature to the intangible assets classification, in our opinion, the classification, which includes human, customer, and structural assets (capital), is fundamental. The article concludes that foreign authors shift their research focus from organizational (structural) intangible assets, such as corporate culture, organizational structure, and brand, to consumer and attitudinal (customer) ones, such as the level of customer satisfaction and loyalty and relationships value. The methodological approaches analysis to intangible assets assessment, the issues of their creation, modeling, and use by companies is a direction for further research.

Development of a Motorcycle Parts Search Platform with a Design Thinking Approach

In the motorcycle industry, finding spare parts is a big challenge for vehicle owners. This is due to the complexity of the parts market as well as the diverse needs of users. To overcome this challenge, an innovative approach is needed in designing a parts search system that is not only effective but can also meet diverse needs. This research aims to apply the Design Thinking method in designing a motorcycle parts search and gain a deep understanding of the needs and challenges faced by users, as well as create better solutions that are by these needs. This research applies a Design Thinking approach that involves a series of stages such as Empathize, Define, Ideate, Prototype and Test. Data was obtained through direct observation, interviews with related parties, and analysis of existing problems. The results of the study show that the majority of users are men (80%), with the dominance of entrepreneurs (43.3%) and Generation Y (76.7%). The app is also attractive to Bachelor's graduates (43.3%) and users with high needs (53.33%). Important factors that increase the app's benefits include a search feature by name and complete product details. The implementation of motorcycle parts search using Design Thinking is expected to help the company strengthen its brand image as a service provider that is responsive to user needs and increase customer loyalty through a better experience in the parts search process.

Pentingnya Kualitas Pelayanan dan Kepercayaan Konsumen Terhadap Loyalitas Pelanggan di CV Putra Timur Farm

In the constantly shifting and challenging market landscape, one notable phenomenon is the surge in new businesses. This study focuses on examining the impact of service quality and consumer trust on customer loyalty at CV Putra Timur Farm. In the commodity business, where prices frequently fluctuate, maintaining customer loyalty is essential for business sustainability. Data for this research was collected through observations and questionnaires and analyzed using the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The results of the analysis indicate that excellent service quality and high levels of consumer trust have a positive and significant effect on customer loyalty. The findings highlight the critical importance of improving service quality and building strong consumer trust to maintain and enhance customer loyalty, especially amid unpredictable price fluctuations in commodity markets. This research underscores the need for businesses to focus on service excellence and trust-building strategies to ensure long-term customer retention and overall business success

Pengaruh E-Service Quality, Online Promotion dan Persepsi Harga terhadap Loyalitas Pelanggan pada Pengguna Aplikasi Indrive di Surabaya

This research aims to determine the influence of e-service quality, online promotion and price perception on customer loyalty among InDrive application users in Surabaya. Type of quantitative research with multiple linear regression. The population in this research is the people of Surabaya who have used the InDrive service and in the sampling process used a purposive sampling technique with a total of 100 respondents who had been determined from the Solvin formula calculation. The results of this research are that it is proven that there is an influence of the three independent variables on customer loyalty simultaneously (F test) as seen from the tcount value which is greater than ttable or 15.044 > 2.70 with a significance level of 0.000 < 0.05. There is a partial or individual influence on e-service quality, online promotions and price perceptions on customer loyalty. This is proven by the calculated tcount value of each independent variable, namely e-service quality (X1) of 3.032; online promotion (X2) 2,252; and price perception (X3) 2.084 is greater than the ttable value, namely 1.985. And the significance value is smaller than 0.05, namely 0.003; 0.027; and 0.040.

Pengaruh Brand Equity, Kepedulian Merek dan Personalitas Brand Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening: Studi pada Konsumen Kopi Kenangan Sidoarjo

This research aims to determine and analyze the influence of brand equity in the Kopi Kenangan brand on customer loyalty. The method used in this research uses a qualitative method which uses an approach that collects, analyzes and interprets data in the form of numbers or measurable data. With the findings that have been investigated through the process starting from the data collection stage, the data processing process, until reaching the data analysis stage, researchers can conclude that brand equity partially has an insignificant and positive influence on loyalty.

Enhancing consumer trust in financial services: the role of technological security innovations

The financial services industry increasingly relies on technological advancements to maintain and enhance consumer trust. Consumer trust is a critical component influencing customer loyalty, financial inclusion, and overall economic stability. This paper explores the impact of technological security innovations on consumer trust in financial services. Fundamental innovations such as blockchain, advanced encryption, biometric authentication, artificial intelligence, and cloud security play significant roles in addressing security challenges. Blockchain technology provides a decentralized, tamper-proof method for recording transactions, enhancing transparency and reducing fraud risks. Advanced encryption techniques ensure the confidentiality and integrity of financial data, which is critical for protecting sensitive information. Biometric authentication methods offer secure and user-friendly solutions for identity verification, reducing reliance on traditional passwords and enhancing security. Artificial intelligence and machine learning improve fraud detection capabilities by providing real-time monitoring and response. Cloud security solutions offer scalable protection for financial data, ensuring compliance with regulatory standards. Through empirical analysis and case studies, this study demonstrates that these technologies significantly enhance consumer confidence by providing greater transparency, security, and reliability in financial transactions. The findings offer valuable insights for policymakers, financial institutions, and technology developers aiming to foster a more resilient and trust-based financial ecosystem. This research contributes to the existing literature by providing evidence of the direct impact of technological security innovations on consumer trust. Keywords: Consumer Trust, Financial Services, Technological Innovations, Blockchain, Encryption, Biometric Authentication, Artificial Intelligence, Cloud Security.

SPORTS CLUB LOYALTY: GENERAL AND AGE-RELATED ANALYSIS. AN EXAMPLE FROM RECREATIONAL RIDERS IN RIDING SCHOOL

Objective: The objective of this study is to investigate the impact of age on sporting club loyalty, focusing on horse riding in France. Theoretical Framework: Using a consumer behavior marketing approach, this study provides an understanding of the relationships and influence between the constructs of loyalty, satisfaction, switching barriers, affective commitment to the group of friends and community commitment. Method: A multigroup SEM was used to provide a global understanding. The Data collection was carried out through on online survey amongst 615 respondents in France. Results and Discussion: Whatever the age is, the results confirm the classical influence of satisfaction on loyalty and highlight the significant influence of riding teachers on customer loyalty to riding schools. The relationships between the other constructs differ by age with different factors influencing satisfaction and loyalty. Younger riders’ loyalty relies more on teacher linkage, while older riders consider a more global environment, including switching barriers and commitments. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of sport management. These implications could encompass equestrian activities and sports businesses. Originality/Value: This study contributes to the literature by showing the differences or correlations between segments of recreational riders according to their loyalty to their riding club. Thus, adapting marketing and management strategies according to the age of recreational riders is essential to improve loyalty according to its main drivers.

THE INFLUENCE OF PRODUCT QUALITY AND SERVICE QUALITY ON CUSTOMER LOYALTY THROUGH CONSUMER SATISFACTION OF KENTUCKY FRIED CHICKEN (KFC) IN JEMBER

This research aims to determine the effect of product and service quality on customer loyalty through KFC consumer satisfaction in Jember. This research is explanatory research, which aims to show the position and influence of the variables studied. The population in this research is all KFC Jember consumers. The sampling method is non-probability sampling with a purposive sampling technique. The sample used was 100 respondents. This research uses quantitative data. The data source in this research is primary data by distributing questionnaires directly to selected respondents. The data analysis method used is path analysis. The research results show that: Product quality has a significant effect on consumer satisfaction. Service quality has a substantial effect on consumer satisfaction. Product quality has a significant effect on customer loyalty. Consumer satisfaction has a significant effect on customer loyalty. Product quality has a significant effect on customer loyalty through consumer satisfaction. Service quality has a significant effect on customer loyalty through consumer satisfaction. The findings of this research are that service quality does not have a significant effect on customer loyalty.

The Effect of Customer Value, Trust, and Customer Satisfaction on Customer Loyalty Mediated By Customer Engagement (Empirical Study: Customer Music Course In Jakarta)

This study aims to investigate the impact of customer value, trust, and customer satisfaction on customer loyalty, with customer engagement as a mediating variable, focusing on music course customers in Jakarta. Utilizing a quantitative approach, data was collected from 95 respondents who have been customers of music courses for more than three months and are over 18 years old. The data was analyzed using Partial Least Square (PLS) with the SmartPLS 3.0 software. The results of the study indicate that trust and customer value positively and significantly influence customer engagement, which in turn significantly enhances customer loyalty. However, customer satisfaction did not show a significant direct effect on either customer engagement or customer loyalty. Additionally, while customer engagement mediates the relationship between customer value and customer loyalty, it does not mediate the relationship between trust or customer satisfaction and customer loyalty. The findings suggest that building customer engagement through perceived value can strengthen loyalty among music course customers. Limitations of this study include a focus on a specific geographic location (Jakarta) and the relatively small sample size, which may affect the generalizability of the results.

Pengaruh Penerapan Nilai-Nilai Islam, Citra Perusahaan Dan Kepuasan Nasabah Terhadap Loyalitas Nasabah Pada Bank Syariah Indonesia Di Kabupaten Bondowoso

This study seeks to evaluate the impact of applying Islamic values, the company's image, and customer satisfaction on customer loyalty in sharia banks located in Bondowoso Regency. The research is explanatory, focusing on the relationship or influence between independent and dependent variables. It employs a quantitative approach, sampling 100 Muslim customers of Indonesian sharia banks. Data collection was conducted via questionnaires distributed through Google Forms. The data were analyzed using multiple linear regression analysis, with the results derived from regression tests. The findings revealed that, firstly, the application of Islamic values does not independently affect customer loyalty. Secondly, the company's image has a partial impact on customer loyalty. Thirdly, customer satisfaction influences customer loyalty. Finally, the combined application of Islamic values, company image, and customer satisfaction has a significant effect on customer loyalty.

Exploring Ethical and Emotional Dimensions of Customer Value in Financial Services through Employee-Customer Dynamics

This study focuses on exploring the ethical and emotional dimensions of customer perceived value (CPV) in financial services. This area is crucial to understanding customer dynamics within the finances sector, yet it remains underexplored in existing literature. Utilizing a quantitative analysis of 652 customer surveys from Canadian financial institutions, this research employs SmartPLS3 for structural equation modeling to ascertain the impacts of frontline employee job satisfaction on customer's ethical and emotional perceptions as well as their overall CPV. The data analysis reveals that customer-perceived employee job satisfaction positively affects CPV by significantly influencing ethical and emotional benefits. Although ethical benefits alone do not directly impact loyalty or word-of-mouth (WOM) recommendations, their influence is significant when mediated through CPV, with emotional benefits directly amplifying WOM and indirectly boosting loyalty. Correspondingly, the results highlight the importance of employee-centric policies and their direct correlation to customer loyalty and satisfaction. As such, this study contributes to the body of knowledge by linking employee satisfaction with ethical and emotional customer benefits, suggesting a reevaluation of business practices to integrate these dimensions for enhanced customer value creation. Future research is encouraged to explore these dynamics across varied contexts to expound upon these relationships' applicability and robustness. Our inquiry into the subject concludes by highlighting the strategic importance of fostering employee satisfaction when seeking to elevate CPV and achieve enduring customer loyalty. Keywords: Customer Perceived Value, Customer Loyalty, Employee-Customer Interactions, Employee Satisfaction, Financial Services

The Effect of Loyalty Program and Service Quality on Customer Loyalty in Telecommunications Services PT PLN Icon Plus

The Effect of Loyalty Program and Service Quality on Customer Loyalty in Telecommunications Services PT PLN Icon Plus

Customer-Driven Evaluation of Service Quality in Nepal's Banking Sector

Service quality is a critical determinant of customer satisfaction in the banking sector, where customers' perceptions of various service attributes directly influence their loyalty and engagement. In Nepal, understanding these perceptions is essential for banks to maintain competitiveness and improve service standards. This study utilized a quantitative approach to assess customer satisfaction across key service attributes in Nepal's banking sector. A structured questionnaire was distributed to 120 respondents, measuring their agreement with statements related to service quality using a Likert scale. Descriptive statistics, including frequency, percentage, and cumulative percent, were employed to analyze customer feedback. The results indicate that while customers largely appreciate the banks' modern facilities, neat-appearing employees, and secure services, there is a notable neutrality regarding the reliability of timely service delivery and problem-solving efforts. Furthermore, many respondents were neutral about the personal attention and enthusiasm provided by bank employees. However, a significant majority of customers expressed satisfaction with the banks’ ability to meet their needs, recommending the bank to others and intending to continue using its services. The analysis reveals that Nepalese banks perform well in terms of infrastructure and employee professionalism but have room for improvement in service reliability and responsiveness. Addressing these gaps can enhance customer satisfaction and loyalty, offering banks valuable direction for maintaining high service standards and improving customer engagement.

A Strategic Overview of the Indian Fashion Industry with apropos to Logistics and Sustainable Supply Chain Management

This research study emphasizes the social, environmental, and economic facets of the fashion supply chain and attempts to provide a thorough analysis of sustainability challenges. It aims to comprehend the effects of many sustainability programs and practices, assess the lessons gained from industry mistakes and attempts, and pinpoint areas needing more study and development. Using a qualitative approach, the paper thoroughly reviews case studies, industry white papers, and publications in peer-reviewed journals. Insights from current sustainability trends are integrated with analyses of top brands' sustainability policies, including Nike, Unilever, and Patagonia. The process involves investigating the best methods for incorporating sustainability into fundamental company operations, evaluating social and environmental sustainability efforts, and estimating the economic effects of these activities. The necessity of combining social, environmental, and ethical standards holistically, the significance of expanding sustainability initiatives beyond first-tier suppliers, and the crucial role of supply chain openness are some of the major conclusions. Notable instances include Nike's innovations in sustainable materials, Unilever's circular economy programs, and Patagonia's fair work policies. According to the report, incorporating sustainability into the operations has long-term financial advantages, including improved customer loyalty and brand reputation. This study offers fresh perspectives on the realworld difficulties and achievements of integrating sustainability into the fashion supply chain. It analyses industry standards thoroughly and offers feasible recommendations for businesses looking to improve their sustainability initiatives. The current collection of knowledge on the sustainability of the fashion supply chain is greatly enhanced by the addition of particular case studies and the investigation of cutting-edge technology and practices.

Corporate social responsibility as a moderator of loyalty antecedents in the Brazilian banking context

PurposeThis study aims to analyze how corporate social responsibility (CSR) moderates the direct effects of satisfaction, service quality and trust on consumer bank loyalty.Design/methodology/approachA survey was conducted with 258 consumers who had held a bank account for at least six months to test the proposed model and achieve the research objectives. It was hypothesized that satisfaction, service quality and trust would positively influence bank loyalty. Additionally, it was expected that CSR would positively moderate the relationships between these constructs and bank loyalty.FindingsThe study confirmed the positive relationships among the direct effects of satisfaction, service quality and trust on bank loyalty. However, unexpected results were found in the moderation analysis. The moderating effects of CSR on the relationships between service quality and trust in customer loyalty contradicted expectations. These results suggest that banks should cautiously approach CSR activities, especially in Brazil. Consumers' perceptions are influenced by whether they perceive CSR initiatives as altruistic. Conversely, banks risk losing credibility if consumers perceive CSR as self-serving rather than beneficial to the public. The study underscores the importance of aligning CSR practices with genuine public benefit to enhance consumer trust and loyalty, urging companies to rethink their approach to CSR implementation.Originality/valueThis investigation benefits researchers, customers and banking executives. The findings may assist banks in (re)building their CSR reputation. This research evaluates banks in a developing economy and can serve as a precursor to future research, helping to develop CSR guidelines for banks.

Influence of Corporate Environmental Responsibility on Dimensions of Brand Equity in the Sustainable Food Industry

The objective of this study is to propose a theoretical model where corporate environmental responsibility (CER) influences brand loyalty (BL), perception of brand quality (PQ), brand awareness (BA), and the comparison brand (BC). A survey was carried out using an online questionnaire, and information was collected from 267. The research focuses on people who stated they were consumers of the sustainable food brand in Lima. To test the hypotheses of the proposed research model, the data were analyzed using the partial least squares path modeling method with SmartPLS software. The results showed a significant positive effect of CER on BL, PQ, BA, and BC. In conclusion, it can be stated that organizations that adopt sustainable practices and promote corporate environmental responsibility (CER) not only contribute to caring for the environment but can also improve essential aspects such as the equity of their corporate brand. Therefore, organizations must recognize the importance of taking transparent actions to strengthen the perception of their brand equity related to corporate environmental responsibility. This can translate into stronger customer loyalty and a more prominent position for sustainable food products. This study encourages prioritizing environmental responsibility, understanding that beyond contributing to the care of the environment, it also strengthens relevant aspects within the brand identity.

The Influence of Service Quality and Brand Image on Customer Satisfaction and Customer Loyalty at the Pratama Marga Ayu Clinic in Badung, Bali

This research investigates the impact of service quality and brand image on customer satisfaction and customer loyalty at the Pratama Marga Ayu Clinic in Badung, Bali. Using SPSS and Smart-PLS for analysis, the study reveals that both service quality and brand image significantly and positively affect customer satisfaction, which in turn influences customer loyalty. Additionally, customer satisfaction mediates the relationship between service quality and customer loyalty. The findings highlight the importance of enhancing service quality and brand image to foster higher customer satisfaction and loyalty. The research concludes with practical suggestions for improving service and brand image, including increasing healthcare personnel, enhancing branding efforts, and implementing customer loyalty programs. Future studies are recommended to explore other influencing factors such as product reviews, location, and social media marketing to further enrich the understanding of customer decision-making.