Development Of Loyalty Research Articles

Unveiling heterogeneous engagement-based loyalty in brand communities

PurposeAlthough recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals’ brand engagement in brand communities. This study aims to identify brand community members’ segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments.Design/methodology/approachThe paper adopts a quantitative approach and uses a total of 970 responses from members of Facebook brand pages in three popular languages on Facebook (English, French and Spanish). Data are analysed with structural equation modelling, integrating FIMIX-PLS and POS-PLS.FindingsThe results reveal that cognitive, affective and behavioural engagement dimensions play a different role in driving brand loyalty. Three different segments of engaged consumers exist (emotional engagers, thinkers and active engagers). Variables related to the perceived value of the brand community provide initial explanations as to the differences of the consumer groups.Research limitations/implicationsThe data were collected from a specific type of brand communities (Facebook-based, company-managed brand communities) and are self-reported.Practical implicationsThis work demonstrates the heterogeneity of brand community members in terms of their brand engagement profile and the effect of this profile on the formation of behavioural brand loyalty. Suggestions on identifying members of these segments based on the value that they get from the community are offered.Originality/valueThis work extends the brand engagement and brand community literature. It is the first work that provides this nature of actionable suggestions to the teams supporting brands with brand communities.

Using the elements from a fuzzy sets theory in the process of diagnosing the loyalty of consumers of motor transport services

We developed an approach to diagnosing the complex loyalty of consumer of motor transport services based on the perceptual and behavioral characteristics with application of the theory of fuzzy sets. Diagnosing the of consumer loyalty is the basis of a cyclical process of managing the loyalty of consumers of a motor transport company (MTC) in the field of freight transportation. Formation of loyalty depends on subjective perception by a consumer; therefore, the usual quantitative methods of analysis are not effective under conditions of fuzzy (incomplete) information. Application of the results of the theory of fuzzy sets to the analysis and evaluation of the consumer loyalty makes it possible to obtain fundamentally new models and methods of analysis. The method of data aggregation based on the fuzzy classifier makes it possible to proceed from quantitative and qualitative values of individual indicators of perception and behavior of a consumer to complex indicators of loyalty. We obtained the empirical data used in the present study by questioning consumers. The study is based on actual data on the transportation of goods for each customer of a company. We performed quantitative assessment of integral factors of perceptual (attitudinal), behavioral and complex customer loyalty according to the standard matrix assessment scheme. A three-level classification has been applied with Low level, Middle level, High level subset-terms of Loyalty level linguistic variable to recognize the of these factors. It was found that most consumers have an average and high of loyalty to MTC in the assessment based on results of estimating the of customer loyalty of the motor transport company. The use of fuzzy sets makes it possible to identify the mutual influence of perceptual and behavioral factors on formation of the complex consumer loyalty comprehensively, as well as to simulate different situations depending on the predicted indicators of interaction with a consumer. It is a prerequisite for the development of loyalty of consumers of motor transport services through the development of loyalty programs and individual strategies for interaction.

NECESSITY OF THE STATE FOSTERAGE IN THE MILITARIZED EDUCATIONAL INSTITUTIONS

Due to today's complex and changing geopolitical situation in the State Border Guard College as one of the militarized educational institutions it is important to promote the student's understanding of values and virtues, enrich their historical and cultural experience, strengthen their patriotism, belonging and loyalty to the constitution and to the Republic of Latvia. Patriotism can’t be defined because it varies according to the subject's position. It is not a specific ideology, but this is a love of native land and defending it in words and in works. Patriotism means to love own country not just idolize the state symbols. Aim of the study is to clarify and scientifically substantiate the necessity of introducing the study subject “State Fosterage” into studies of border guards at the State Border Guard College as one of the militarized educational institutions and to determine the development of students' statehood consciousness, loyalty and patriotism as one of the study programs objectives at the State Border Guard College. For this purpose analysis and evaluation of documents, scientific, pedagogical and psychological literature were performed and conclusions about the necessity of introduction of the State Fosterage subject and possibilities of patriotism development were summarized.

Beer style subcategories: persuading consumers to become loyal

Purpose Beer style consumers identify themselves more with a beer style, craft or national, rather than with brands. Tribal brand researchers have suggested that beer style consumers feel an intense sense of belonging to a beer style tribe, which may not lead to loyalty to their beer style. The purpose of this paper is to test whether public commitment to defend or spread positive word-of-mouth (WoM) about their beer style influences the development of loyalty among beer style consumers toward their beer style. Design/methodology/approach The authors surveyed 400 beer style consumers and used the structural equation modeling approach to examine the loyalty relationships between beer style consumers and their beer style. The authors followed Oliver’s cognitive-affective-conative loyalty framework to test these relationships. Then, the authors tested whether a verbal commitment to defend or spread positive WoM about their beer style strengthens loyalty between beer style consumers and their beer style. Findings Satisfaction of beer style consumers toward their beer style does not lead them to be willing to pay a premium price for their beer style. However, by including a public commitment to defend or spread positive WoM about their beer style, beer style consumers are more willing to pay a premium price for their beer style even in the presence of an intense sense of belonging to a beer style tribe. Originality/value Soliciting public commitment influences the development of loyalty among tribal consumers, which may also influence nontribal consumers. In addition, the inclusion of public commitment to Oliver’s loyalty framework, i.e., cognitive-affective-public commitment-conative, extends the use of Oliver’s model to consumer tribes. Finally, this study also suggests that the relationship between having a sense of belonging to a consumer tribe and willingness to pay a premium price can be influenced by a public commitment without first establishing brand satisfaction by consumers.

Determining customer satisfaction and loyalty from a value co-creation perspective

ABSTRACT In light of the recent developments in marketing theory, namely service-dominant logic and value co-creation, the development of customer satisfaction and customer loyalty deserves reconsideration to broaden the mostly firm-centric earlier approaches. We propose a framework that includes the contributions of co-creating actors and identification with the firm as antecedents of customer satisfaction and loyalty. This framework can be adapted to a context by defining a context-specific set of actors and their unique reciprocal relationships. Two quantitative studies conducted in the professional German soccer leagues demonstrate that multiple actors (event organizer, teams, and fans) roughly show the same effect on customer satisfaction. Moreover, identification has both direct and indirect (i.e. via customer satisfaction and perceived social actors’ contributions) influence on customer loyalty. The results imply firm activities have limited influence on customer satisfaction and loyalty. As a result, managers must identify strategies to facilitate value co-creation among all relevant actors.

Tourism-based customer engagement: the construct, antecedents, and consequences

ABSTRACTDrawing on a service-dominant (S-D) logic perspective, this study identifies key antecedents and consequences of tourism customer engagement, which remain nebulous to date. We develop a structural model that is tested on a sample of 310 customers at different tourist destination sites and attractions in India. The results reveal a positive effect of place authenticity and place attachment on customer engagement. The findings also indicate customer engagement’s positive effect on the development of customer trust, brand loyalty, and co-creation. Third, we identify customer engagement’s mediating role in the effect of place attachment and place authenticity on customer trust, loyalty, and co-creation. Specifically, place authenticity was found to exert a partial mediating effect in the association between place attachment and customer engagement. As such, this research bids newer insight into the role of tourism-based customer engagement, from which we develop relevant implications.

Tourist loyalty in creative tourism: the role of experience quality, value, satisfaction, and motivation

ABSTRACTThis study examines tourist loyalty in creative tourism comprising of experience quality, perceived value, satisfaction, and motivation as its antecedents and assesses the mediation role of motivation in the development of tourist loyalty. The data was collected from four creative tourism attractions in Bandung, Indonesia. Self-administrated questionnaires were distributed to tourists after they experienced the attraction. In total, 369 useful questionnaires were collected with the hypotheses developed examined using Partial Least Square method. This study discloses that experience quality, perceived value, tourist satisfaction, and tourist motivation are key factors that determine tourist loyalty towards a creative attraction. Likewise, this study highlights that the influence of tourist loyalty determinants (on tourist loyalty), is partly mediated by tourist motivation. Lastly, this study discloses that among the loyalty determinants, experience quality has the biggest effect on tourist loyalty. These results offer a better understanding for both scholars and practitioners of creative attraction businesses on how to develop their clients’ loyalty.

Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives

Mobile advertising is an increasingly popular marketing channel since it can present advertising in a personalized manner. This study examines the development of customer product loyalty through mobile advertising by considering the drivers from affective and cognitive perspectives. An Expectation Confirmation Model (ECM), as defined for repurchase intention, is proposed as a theoretical basis for the relationship structure of related research variables. An Elaboration Likelihood Model (ELM) identifies affective and cognitive concerns for defining the drivers of consumer behavior. Involvement and interactivity confirmation arise as affective and cognitive concerns in this context. This research model also indicates a particular mediating role of perceived usefulness and customer satisfaction from the two drivers for developing customer product loyalty. Empirical analysis shows that both affective and cognitive perspectives, i.e., involvement and interactivity, are important drivers to motivate customer product loyalty. The findings can help practitioners design more effective approaches for mobile advertising.

Analysis of follow-up observation efficiency criteria

Aim. To carry out the comparative analysis of follow-up observation efficiency criteria among patients under medical check-up and persons, who had been followed up from the number of those, dead at home.
 Material and methods. The age, duration of disease, duration of follow-up observation, real visits to a doctor, rate of exacerbations, emergency calls, hospitalizations were compared in two groups of patients under medical check-up. Group 1 – “dead” – included 100 persons from the number of those, dead at home; group 2 – “alive” – 400 patients, who at the moment of being studied were under follow-up observation. Medical records of ambulatory patients were used as the source of information. The obtained data were analyzed with the method of descriptive and inductive statistics.
 Results. In the studied groups, the difference in patients’ mean age was significant t = 3,7 p = 0,0001, the share of persons of the same gender was similar p < 0,01, the difference in men’s mean age was not significant t = –0,21 p = 0,83. The average number of planned (t = 14,2 p = 0,0001) and real (t = 7,4 p = 0,0001) visits to a doctor, exacerbations (t = 9,6 p = 0,0001), emergency calls (t = 7,6 p = 0,0001), hospitalizations (t = 5,2 p = 0,0001), urgent hospitalizations (t = 6,6 p = 0,0001) was significantly higher in the group of “dead”.
 Conclusions. The able-bodied men form the risk group regarding unfavorable outcome of noninfectious chronic diseases; follow-up observation does not promote development of loyalty to treatment.

Changing Contexts of Customer Service in the Social Media Era: Challenges and Opportunities for Indian e-tail Industry

The research aims to analyse the impact of social media on customer service provided by the E-tailing companies in India. The analysis depicted that antecedent variables of customer service such as personal greetings, idea generation, loyalty benefits, and feedback mechanisms have a positive impact but they fail to create an impression on the consequence variables such as loyalty development, time efficiency, and knowledge creation. Researchers conclude that the lack of clarity in media vehicles communication, proliferation of e-tailing, and their rivalry create issues among the consumers of E-tail companies.

An integrative approach to relationship marketing, customer value, and customer outcomes in the retail banking industry: a customer-based perspective from Turkey

ABSTRACTGiven how important it is to provide superior value to customers and to maintain customer loyalty for a sustainable competitive advantage, the aim of this paper is to examine the relationships among relationship marketing components of – trust, competency, commitment, communication, and conflict handling, – relationship investment, relationship quality, perceived customer value, satisfaction and loyalty in an integrated framework in the Turkish retail banking industry. Unlike previous studies, this research extends the literature by analysing affective as well as cognitive dimensions in the same model with a holistic view by simultaneously examining the direct and indirect effects of the related concepts. The distinctive nature of this study is its evaluation of customer satisfaction and loyalty from the perspective of actual consumers. The research model was tested using data collected from 685 retail banking customers by applying structural equation modelling. The findings show that relationship marketing induces loyalty through relationship quality, customer value, and satisfaction, which are mainly provided by trust, communication, and relationship investment. Furthermore, relationship investment and relationship quality are the most important factors in the development of customer value, satisfaction, and loyalty. The emotional value dimension, which captures the affective aspects of perceived value, has the strongest effect on both satisfaction and loyalty.

From Strangers to Acquaintances? Interviewer Continuity and Socially Desirable Responses in Panel Surveys

In many panel surveys that rely on face-to-face interviewing, interviewers are repeatedly allocated to the same respondents in each wave. Researchers and fieldwork agencies argue that interviewer continuity can contribute to the quality of the data collected, for instance, by reducing panel attrition. However, there is almost no empirical evidence focusing on the effects of growing familiarity between interviewers and respondents on responses and measurement error in repeated interviews. This paper focuses on questions containing socially (un)desirable answer options. It is argued that interviewer continuity promotes the development of trust, emotional closeness, and loyalty, as well as interview rapport between respondents and interviewers, and that this, in turn, increases the respondents' motivation to answer truthfully rather than in a socially desirable way. Drawing on data derived from 31 waves of an ongoing household panel study in Germany, the results show a consistent effect of interviewer continuity on response behavior: Respondents who are more familiar with their interviewers are less likely to choose answer options associated with socially desirable connotations. This study provides evidence for a rare advantageous panel conditioning effect on data quality in longitudinal studies and points to the importance of taking into account the familiarity between respondents and interviewers when investigating conditioning effects on measurement error in longitudinal studies.

THE ROLE OF CUSTOMER ENGAGEMENT ON CUSTOMER LOYALTY: A STUDY AT A PRIVATE HIGHER EDUCATION INSTITUTION

Today, consumers are no longer merely passive recipients of services provided by companies. Consumer's pervasiveness in their service consumption is the embodiment of Goods-Dominant Logic into Service-Dominant Logic paradigm shift. With this shift, consumers are now have the potential to be an effective corporate marketing agent. Private university, as the provider of education services whose survival depends on student participation and funding, is expected to be able to implement the right strategy in the face of the paradigm shift. This study aims to examine the effect of student engagement on student satisfaction. The effect of student satisfaction was then examined on student loyalty. The respondents of 140 students and former students of STIA Al Fithrah in Surabaya became the sample of this study. The results showed that student engagement has an important role to the development of student loyalty.

The Algerian bank between eco-regulations and development of customer loyalty

The Algerian bank between eco-regulations and development of customer loyalty

SYSTEM OF COMPLEX EVALUATION OF ADMINISTRATIVE STAFF IN THE UNIVERSITY: PRACTICE AND FEATURES

Introduction : the problem of assessing the administrative staff of an educational organization of higher education is becoming increasingly important, as the competence, effectiveness and loyalty of staff is becoming an increasingly important factor and competitive advantage in the face of financial and resource constraints in the activities of universities. Traditional approaches to assessing the performance of employees give way to individual accounting of achievements and flexible regulation of material incentives for each employee. Materials and Methods: the article summarizes the experience and methods of personnel assessment as a key factor in the implementation of personnel policy and optimization of the personnel management system; the review of already applied methods of an estimation of scientific and pedagogical workers of high school is presented; a description of the methodology for a comprehensive assessment of the effectiveness of the administrative and management staff of the university, based on performance indicators and job descriptions, as well as performance and effectiveness indicators (KPI). Results: the article presents the results obtained in the implementation of the pilot project for the comprehensive assessment of the administrative staff of the Minin University, a system for assessing administrative personnel is described, taking into account the quality of the execution of job descriptions and the performance indicators of each employee. Based on the evaluations of employees, an assessment of the structural units was carried out. Discussion and Conclusions : based on the results of the pilot project, a set of methods for assessing personnel in the personnel work system of the university is proposed, which ensures the quality, efficiency, loyalty and systematic individual development of the university staff. The assessment of the administrative and managerial staff allows us to conclude that this methodology can be used to identify the necessary areas of training and development of administrative and managerial personnel that contribute to the growth of staff performance indicators and the effective implementation of the university strategy, as well as to improve the staff incentive and motivation system as a key management factor career staff.

Faktor pembentuk brand loyalty : peran self concept connection, brand love, brand trust dan brand image (telaah pada merek h&m di kota dki jakarta)

Brand loyalty or customer loyalty is an important concept for many companies that can bring many benefits to companies, such as repeat purchases and brand recommendations to others, who then can reduce marketing costs. Trust in the brand is important and is a major factor in the development of brand loyalty. Along with the development of industry, entertainment, information and technology, style of fashion becomes a medium to demonstrate the existence of a person in the community. By following certain fashion, people can show their true identity. The purpose of this study was to determine the role of the Self Concept Connection, Brand Love, Brand Trust and Brand Image on the increase Brand Loyalty.The focus of this study object is H&M brand in Jakarta region. The data used in this study were gathered by spreading the questionnaires to users who have purchased the H&M brand is more than one time. This study used convinience sampling as a sampling technique and obtained 158 respondend and this data processed into this study result. This study uses SEM analyze to test the data.

Formulating Event Loyalty in Tourism: Lessons From the World Travel Market

The literature extensively focuses on loyalty formulation, but event loyalty is scarcely researched despite the substantial contribution of events in tourism. This article examines the formulation of event loyalty at the World Travel Market (WTM) in London. Using a sample of 274 visitors, it evaluates the impact of performance, the social, educational, and emotional value, and the marketing activities of WTM on event loyalty formulation and development. Moreover, it examines event loyalty in terms of employment orientation of an audience characterized in direct relevance with the tourism domain. The findings reveal that the most important factor affecting event loyalty is marketing activities followed by event performance, although all constructs appear to impact visitor loyalty of the examined event. In addition, the employment orientation of visitors substantially influences all the examined constructs. Finally, the study discusses several managerial implications concerning the formulation and development of loyalty in travel and tourism-related events.

E-store loyalty: Longitudinal comparison of website usefulness and satisfaction

Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience. By its very nature, loyalty develops cumulatively over multiple purchases. Yet, our understanding of how longitudinal changes in PU and satisfaction influence the development of (i.e., change in) loyalty remains limited. Drawing upon the information-processing perspective and experiential perspective of customer evaluation, this study shows that PU has a stronger effect on loyalty in the first purchase. In subsequent purchases, PU changes less (i.e., is more stable) than satisfaction. Furthermore, change in satisfaction has a stronger effect in the development of (i.e., change in) loyalty. This study extends research by clarifying the differential longitudinal changes and effects of two important antecedents of e-store loyalty. For practitioners, the findings suggest a longitudinal approach to initiate and nurture e-store loyalty that focuses on clarifying the usefulness of website to new customers, while increasing the satisfaction of returning customers.

Modelling Students’ Experience Towards the Development of Alumni Involvement and Alumni Loyalty

The purpose of this study is to investigate the influence of students’ experience towards the development of alumni involvement and alumni loyalty in Malaysia. This study utilized the survey (questionnaire) method. Data are gathered from 347 respondents in one of the Public Higher Educational Institution (PHEI) in Malaysia. Results presented that students in this institution have low levels of alumni involvement (mean=1.23) and alumni loyalty (mean=1.76). Results also presented that in this institution, students’ experience is significantly related to alumni involvement (β=.42, p<.01) and alumni loyalty (β=.57, p<.01). This study contributed some new knowledge which can be channelled to all PHEIs in Malaysia to improve the level of alumni involvement and alumni loyalty. Good experience of students can be cultivated by improving several aspects on managerial side. Some recommendations to increase the level of students’ experience are discussed.

The influence of patient-physician communication on physician loyalty and hospital loyalty of the patient.

Objective:Patient-physician communication is important for an effective healthcare service and for the patient’s development of loyalty to the hospital. In this regard, this study aimed to determine whether there is a relationship between the patient-physician communication, the loyalty of the patient to the physician and to the hospital. Also study aimed to determine whether there is a mediating role of the physician loyalty on the patient-physician communication effect on to the hospital loyalty.Method:Five hundred ten questionnaires were distributed to regular public patients of the government hospitals, clinics, and private clinic patients in Sakarya using a simple random sampling method. Data were analysed using descriptive statistics and Structural Equation Modelling (SEM).Results:According to the findings, there was a significant relationship between patient-physician communication and loyalty to physician and to hospital. Patient-physician communication has a significant effect on loyalty to physician and hospital. In addition, patient loyalty has a mediating role on the patient-physician communication effect on the hospital loyalty.Conclusion:According to the result of the study, physician-patient communication could be used as an important tool in creating physician loyalty and hospital loyalty. This study helps physicians and health service providers to formulate strategies and tactics that will effectively develop the loyalty of patients.