Customer Attachment Research Articles

Does robotic service quality determine robotic restaurant diners’ engagement behaviors? Role of customer engagement and attachment to the restaurant

PurposeRobotic restaurants are very novel, and service robots in these restaurants are identified as offering unique advantages in terms of efficiency, tireless service and potentially lower operational costs. However, studying customer engagement with the robots can reveal aspects of robotic service that resonate with diners. Understanding how diners interact with robots can help create a more engaging and enjoyable atmosphere, bringing more business to restaurants. Building on the stimulus-organism-response (SOR) theory and place attachment theory, the purpose of this paper is to study the impact of the robotic service quality (RSQ) on the customer attachment to the robotic restaurant with the mediating role of the different dimensions of the customer engagement, like the Absorptive Attention, Enthusiastic Participation and Social Connection. Subsequently, the impact of the customer attachment to the robotic restaurant on different dimensions of customer engagement behaviors like augmenting, co-developing, influencing and mobilizing behaviors was also studied.Design/methodology/approachThe cross-sectional data from 786 robotic restaurant diners in India who answered the self-administered structured questionnaires is utilized for this descriptive study. The study employed a purposive sampling strategy. The SMART-PLS 4.0 program was used to run structural equation modeling and analyze the data.FindingsThe results indicate that customer engagement dimensions like Absorptive Attention, Enthusiastic Participation and Social Connection differentially mediate the relationship between RSQ and customer attachment with the robotic restaurant. Customer attachment to the restaurant and the robotic services subsequently positively impact customer engagement behaviors.Research limitations/implicationsThe study relied upon cross-sectional data from the Indian population above 18 years to test the proposed model. Further studies could test the model across different populations to generalize the study results.Originality/valueThis study addresses the need to investigate robotic restaurant diners’ engagement behaviors. By testing place attachment theory and the SOR framework, this study is the first to show that RSQ will impact the customer attachment with the robotic restaurant and that different dimensions of customer engagement mediate the relationship. It also validates the previous research findings that customer engagement is not a single global construct, and different sub-dimensions are to be explored. This study is also the first to show customer attachment to the robotic restaurant will impact customer engagement behaviors differently.

The relevance of researching the psychological foundations of forming bank customer attachment in the context of digital transformation and growing competition

The relevance of researching the psychological foundations of forming bank customer attachment in the context of digital transformation and growing competition

Use of Brand Engagement Appeals in US Cigarette and E-CigarettesAds (2019-2020).

Background: The tobacco industry has historically used brand engagement - communication tactics companies use to increase customer attachment to a brand and brand loyalty - to recruit and retain consumers. Limited information is available to assess the brand engagement tactics used to promote the two most popular tobacco products in the US - cigarettes and electronic cigarettes (e-cigarettes) - across different advertising platforms (e.g., direct-to-consumer (DTC), social media). Material and methods: We acquired 520 cigarette and 5,502 e-cigarette ads that ran in the US January 2019 to December 2020 from market research firms (Kantar, Numerator), Rutger's University ad surveillance website (trinketsandtrash.org), and branded social media accounts. Ads were double-coded for eight types of brand engagement tactics: Price Promotion, Sweepstakes, Mobile App, Email/Mail List, Free Gift, Social Media engagement request, Sponsored Events, and Auto-Ship subscription program. We report presence of brand engagement tactics by product type and advertising platform. Results: Overall, 62.9% of cigarette ads and 49.9% of e-cigarette ads contained at least one brand engagement tactic. For cigarette ads, the most common tactics were Sweepstakes and Mobile App requests, which were most commonly featured in DTC ads. For e-cigarettes, the most common tactic was Price Promotion which was featured in most DTC and online e-cigarette ads. Conclusions: Brand engagement was common in this sample of cigarette and e-cigarette ads. Our findings highlight key differences in the type of brand engagement tactic used to promote each product on different advertising platforms. Results can inform continued advertising surveillance studies and regulatory efforts.

The Influence of Experiential Marketing and Emotional Marketing on Customer Loyalty at Starbucks Jemursari

Experiential Marketing is a way of providing customers with experience regarding the services or products they use so as to influence customer loyalty. Emotional Marketing aspects build emotional relationships beyond the experiences experienced by customers, warm emotional relationships build customer attachment to products or services. This research aims to determine the influence of Experiential Marketing and Emotional Marketing on customer loyalty at Starbucks Jemursari. This research method uses quantitative research. The population in this research is Starbucks Jemursari customers with a total of 103 respondents. The sampling technique uses a non-probability sampling method with purposive sampling technique. The analysis technique for this research uses the partial least squares (PLS) method. The research results show that Experiential Marketing has an effective influence on customer loyalty at Starbucks Jemursari and Emotional Marketing has an effective influence on customer loyalty at Starbucks Jemursari.

Sensory Marketing According to Shopping Centre Customers

Sensory marketing is one of the forms of marketing communication and a method of customer attachment to the brand. It is based on influencing the customer's senses, which is supposed to affect their sensory experience and, as a result, positive recollection of the product's brand. The aim of the study was to find out the opinions of shopping mall customers on sensory marketing activities. Two studies were conducted: a survey and an observation study. Both surveys involved young people: customers of shopping malls. It has been shown that young customers are knowledgeable about sensory marketing but often do not notice how it works at purchasing points. The respondents concluded that, in such a situation, sensory stimuli influence the choice of product, but not necessarily people's attachment to the brand. The stimuli used in audio and aroma marketing have a positive impact on customers but sometimes they are also perceived negatively. The research shows that you need to monitor your target customer groups and adjust sensory stimuli to their tastes. It may be used by organisations for product management and marketing planning purposes.

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

PurposeBuilding on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.FindingsThe results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store.Research limitations/implicationsThe study is conducted in the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

The Effect of Affiliate Programs and Consumer Behavior on Profit Margins: The Mediating Role of Customer Acquisition Cost (CAC) and Customer Loyalty

The purpose of this study is to investigate the influence of affiliate programs on profit margins in online businesses, with a focus on understanding the mediating role of Customer Acquisition Cost (CAC) and Customer Loyalty. The study aims to bridge the knowledge gap and provide insights for business practitioners and researchers to design more effective affiliate program strategies. This research adopts a comprehensive approach, reviewing current literature on affiliate programs and online businesses. The study focuses on the mediating role of Customer Acquisition Cost (CAC) and Customer Loyalty in the relationship between affiliate programs and profit margins. The research methodology includes data analysis and interpretation to unravel the impact of affiliate programs on CAC, customer loyalty, and profit margins with 200 respondents as participant and use SMART-PLS 3.0 as statistical tools. The findings of this research reveal that implementing affiliate programs can result in higher acquisition costs due to commissions paid to affiliate partners. However, effective affiliate programs can create customer attachment, leading to increased customer retention and maximizing customer lifetime value. Affiliate programs contribute to overall business profitability by increasing sales volume, broadening the customer base, and generating additional revenue. Moreover, the study highlights the significant positive effect of consumer behavior on customer acquisition cost. However, the influence of customer acquisition cost on profit margins is not significant, contrary to traditional business theory. This research makes an important contribution to the understanding of the influence of affiliate programs in online businesses and the mediating role of CAC and Customer Loyalty in driving profit margins. The study offers valuable insights for business practitioners and researchers to design more effective affiliate program strategies and maximize profit margins in the competitive e-commerce environment. Further research is needed to explore the relationship between customer acquisition cost and profit margins in more depth and identify other related factors.

Increasing Sales Through Social Media Marketing: The Role of Customer Brand Attachment, Brand Trust, and Brand Equity

This study examined the impact of social media marketing on online purchase intention, with brand attachment, brand trust, and brand equity acting as mediating factors. The problem addressed in this research is the lack of understanding regarding the reasons for low adoption of online shopping in Iran despite the increasing popularity of the internet, and the originality lies in exploring the factors and proposing and testing a conceptual model that influence Iranian customers’ decision to buy online. To conduct an empirical case study, we selected Digikala, the largest online two-sided marketplace platform in Iran. To gather data from a representative sample of Digikala customers, a simple random sampling method was utilized. An online survey questionnaire was administered to 363 participants, ensuring a diverse range of respondents were included in the study. A partial least squares method was used to analyze the data using the structural equation modelling (SEM) method by SmartPLS software. The results of the research study demonstrated that social media marketing creates positive changes in brand equity, customer attachment to the brand, brand trust, and online purchase intent over time. Online purchase intention, brand trust, and customer brand attachment were positively influenced by brand equity. The level of customer brand attachment affected brand trust and online purchase intent in a positive way. An increase in brand trust led to a significant increase in online purchase intentions. An online purchase intention, customer brand attachment, and brand trust of a brand were influenced positively by brand equity during social media marketing. Social media marketing impacted online purchase intentions positively and significantly through customer brand attachment. Social media marketing improved online purchase intentions when brand trust is positive and significant. Several factors contributed to the effect of social media marketing on online purchase intentions, including brand trust. This leads us to conclude that social media marketing enhances online purchase intent through the creation of brand attachments, brand trust, and brand equity among customers.

Strategy to Maintain Customer Loyalty at PT Sun Life Financial Unit Syariah Medan Branch

Loyalty is a customer's attachment to a product or service, measured by repeat purchases. Customer loyalty has an important role in the company. Maintaining them means improving financial performance and maintaining the viability of a company. This is the main reason for a company to attract and retain customers. The purpose of this study was to determine the agent's strategy in forming customer trust and loyalty towards repurchase intentions. To clarifyy thesee problems in depth and comprehensively, the researchers used qualitativee researchh withh data colllection methods inn thee formm of interviews andd observations. Basedd onn thee resultss of the studyy indicate thatt thee strategy to maintain customer loyalty at PT Sun Life Financial Unit Syariah Medan Branch can be said to be in accordance with the strategy in general. But in reality there are several strategies that fail to maintain customer loyalty.

The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement

As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.

Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience

The rise in restaurant failures suggests that a strong customer-brand attachment is essential for long-term viability. For restaurant managers, enhancing customer attachment to the restaurant brand is critical. However, few studies have examined the drivers of customer brand attachment. Our research investigated the association between innovativeness and brand attachment and the mediating role of memorable brand experience. A self-administered questionnaire survey method was adopted. Data were gathered from customers of coffee shops in Taiwan. The results revealed that out of four dimensions of restaurant innovativeness, menu innovativeness and experiential innovativeness exerted a positive influence on brand attachment through the creation of a memorable experience. Experiential innovativeness also exerted a direct positive influence on brand attachment. Few studies have explored the development of brand attachment from the perspective of innovativeness. Hence, our study may be the first to offer a framework that connects innovativeness, memorable brand experience, and brand attachment.

Guests’ Desire for Relational Closeness with Hosts: The Roles of Attachment Styles

Extant research is increasingly recognizing the importance of customer attachment styles in service settings because of its significance with regard to relationship marketing. This study examined the impact of guest attachment styles on the desire for relational closeness with hosts using perceived hospitality as a mediator of service evaluation. Findings show that guests with higher levels of attachment anxiety seek closer relationships with hosts, and those with higher levels of attachment avoidance spurn efforts towards relational closeness. Also, perceived hospitality mediates only the impact of attachment avoidance on the desire for relational closeness. Theoretical and practical implications are discussed.

An Empirical Investigation of the Mediating Role of Customer Attachment in South African Private Hospitals

Abstract Background and purpose: Relationship marketing literature acknowledges the important role of attachment in customer-organization relationships, but shows limited theoretical and empirical understanding of the factors that contribute to the development and maintenance of attached customers. To address this gap, this paper draws on the relationship marketing view and synthesizes important relationship constructs with the aim of developing a mediated attachment model for private hospitals in South Africa. Design/Methodology/Approach: A quantitative descriptive research design was implemented, collecting 303 useable questionnaires via non-probability convenience sampling. Cronbach’s alpha coefficients and a confirmatory factor analysis were conducted to determine the reliability and validity of the measures respectively, and a SEM was conducted for the mediation analysis. Results: The results indicate that respondents’ relationship value was significantly related to attachment, loyalty and fear of relationship loss, and attachment was significantly related to loyalty and fear of relationship loss. Moreover, the indirect effect of attachment in the relationship between relationship value and loyalty, as well as in the relationship between relationship value and fear of relationship loss was found to be significant. Conclusion: Attachment plays a significant role in both the direct and indirect relationships with key relationship marketing constructs. The importance of attachment in building patient-hospital relationships should therefore not be ignored, and private hospitals are encouraged to invest in their relationships with patients, with the aim of establishing attachment.

СОВРЕМЕННЫЙ НЕЙМИНГ В УКРАИНЕ В ЛИНГВОПРАГМАТИЧЕСКОМ ОСВЕЩЕНИИ

Коммерческая номинация в период глобализации, виртуализации, ускорения и симулякризации информационного потока, а также при учете влияния локальных условий становится средством отражения и одновременно активного воздействия на языковую и концептуальную картины мира потребителя, поэтому требует изучения в лингвопрагматическом аспекте, особенно в странах с нестабильной социо-политической ситуацией, к числу которых сегодня относится Украина. Статья посвящена изучению современного русскоязычного нейминга в Украине в аспекте лингвопрагматики. Представлены основные направления изучения нейминга и актуальные лингвистические проблемы в рамках каждого направления. В работе предложены лингвистические критерии создания адекватных неймов с учетом украинских реалий и рассмотрены типичные ошибки в области современного русскоязычного нейминга в Украине. Описаны основные методы определения лингвопрагматической эффективности коммерческих наименований: параметрический, метод факторного анализа, ассоциативного эксперимента, метод мотивационного анализа, социально-психологического анализа, имиджевый метод, метод оценки лояльности потребителей, метод формирования / оценки эмоциональной привязанности потребителя к бренду и другие. С целью определения лингвопрагматического потенциала неймов представлен параметрический анализ номинаций с учетом ряда приемов: определения субъективных ожиданий, выявления зрительных образов, определения субъективных предпочтений.

Examining brand loyalty from an attachment theory perspective

PurposeThis study aimed to ascertain the relationship between experiential value, brand attachment and brand loyalty. The authors employed the attachment theory as the theoretical framework and operationalised attachment as a two-dimensional construct: identity-based and bonding-based. The authors argue that experiential value reinforces customer attachment in these two perspectives of attachment and consequently determine brand loyalty.Design/methodology/approachThe authors used a survey research design and collected data from 500 customers of mobile telecommunication network companies in Ghana. The authors analysed the data collected using the partial least squares approach to structural equation modeling.FindingsThe findings of the study showed that there is a relationship between experiential value, brand attachment (identity-based and bonding-based) and brand loyalty. This study showed how experiential value reinforces each dimension of the attachment theory, and drives brand loyalty.Originality/valueThis study intensifies the application of attachment theory in the marketing literature. It provides insight into how brand loyalty is developed via attachment.

Public Trust – A Bank’s Non-financial Capital

Objective: The article is devoted to an important determinant of a bank’s success, which is public trust and the bank’s ethics in relation to employees and external stakeholders, especially customers. The aim of the article is to analyse the concept of the institution of public trust – with particular emphasis on business ethics and critical verification of the legitimacy of assigning this feature to banks – in the context of a diagnosis of the level of trust towards banks and the reasons for customer attachment in the banking sector. Research Design and Methods: A review of the subject-literature and various reports is conducted in order to identify the dimensions of public trust as a factor which determines a bank’s activity. In order to examine opinions about the ethical behaviour of banks operating in Poland, the authors conducted a survey among students of the University of Economics in Katowice in May 2020. The survey was addressed to full- -time and part-time masters degree students from all faculties. Findings: The most important conclusion from the study is that the factors which have an impact on a bank’s ethical behaviour are diverse. The most important among them are connected with the new role of banks in the economy and legal regulations affecting their behaviour. Factors that foster unethical behaviour were also identified, with the pressure to create a sales plan playing the most prominent role. Implications/Recommendations: Customer trust in conventional and remote forms of contact with banks has not been addressed, although it certainly has an impact on trust in banks and on the durability of the customers’ relationships with banks. This opens up the possibility for broader research in the future. Contribution: The article gives a specific perspective on the issue of trust in banks. It looks at the issue from a perspective of students, who are generally seen as economically aware and who have a high level of knowledge about the behaviour of banks.

The effect of green practices on emotional attachment and green loyalty of coffee shop consumers (Turkey)

As individuals have recently become more sensitive towards environmental issues, green marketing has emerged as an important strategic tool in order to gain competitive advantage for hospitality and food and beverage enterprises. This study is aimed at determining the effect of green marketing practices on coffee shop customers' loyalty and emotional attachment. For this aim, the customers of 3 Starbucks (coffee shop) operating in Mugla province (Turkey) and having Leadership in Energy and Environmental Design (LEED) Certificate (n=404) were included in the scope of this study. The hypotheses determined for this aim were tested via path analysis with latent variables which was one of the structural equation modellings. According to test results, it was concluded that green practices had a positive significant effect on attachment to green businesses; customer attachment to green businesses had a positive significant effect on green loyalty to both green businesses and green products and also loyalty towards green businesses had a negative impact on loyalty towards green products. These results show that it is important for food and beverage businesses to adopt green practices both for raising awareness towards environmental protection and also for creating customer loyalty and emotional attachment. In this way, environmentally friendly practices provide competitive advantage as well as an increase in the number of environmentally friendly customers for businesses.

The Role of Payment Cards as a Transaction Tool in Poland

Summary Subject and purpose of work: The article addresses the issue of the increasing use of payment cards in Poland and related consequences in the number and volume of transactions cash and cashless. The article analyzes the growing importance of cards as a transaction medium of Poles. The topic of potential alternative payment methods was also discussed. Materials and methods: The study used the analysis of literature and source data from, among others, National Bank of Poland, prnews.pl, Statista.com database, websites of banks and others. Descriptive and statistical methods were used in order to prepare the research. Results: In Poland, the number of cards owned by citizens is growing rapidly, as well as the volume and number of transactions concluded with them. Customers, banks and economic and commercial units are most interested in payment cards market. Conclusions: Transaction with cards deepens customer attachment to a particular brand of the organization and allows to gain benefit from transaction fees. The popularization of cards results in a limited share of cash in transactions. Making debit card payments requires customers to have sufficient deposits on the account, which is also an advantage for the bank. It is expected that the scope and role of mobile payments will grow dynamically.

호텔멤버십을 통한 관계혜택이 고객만족과 고객충성도에 미치는 영향연구: 고객애착의 매개효과를 중심으로

호텔멤버십을 통한 관계혜택이 고객만족과 고객충성도에 미치는 영향연구: 고객애착의 매개효과를 중심으로

Brand Resonance as a Driver of Customer Retention: Empirical Evidence from Microfinance Banks of Pakistan

Customer retention is recognized as key to achieving long-term business success. However, in a quest to increase customer retention, marketing scholars overwhelmingly focused on customer satisfaction, trust, and commitment to fuel customer retention. Whereas, the influence of brand resonance (e.g., customer engagement, attachment, loyalty, and sense of community) on customer retention has been surprisingly ignored in the marketing literature. To address this knowledge gap, the present study aims to highlight the importance of brand resonance to determine customer retention in the microfinance sector. To meet this end, we involved (n = 407) existing clients of microfinance in urban and rural areas of Pakistan. Structural equation modeling technique was used to validate the proposed theoretical model. The results of this study show that customer engagement had a strongest positive effect on customer retention, followed by customer loyalty, customer attachment, and sense of community. Finally, we discuss in depth the limitations, future research opportunities, and managerial implications for the effect of brand resonance on customer retention.