Commitment Behavior Research Articles

The Influence of Islamic Attributes on Consumer Satisfaction and Loyalty Through Religiosity as a Mediating Variable in Sharia Hotels in Kendari City

In Kendari city, there are five Shariah hotels, namely Hotel Zahra Syariah, Hotel Azizah Syariah, Hotel Kubah 9, Hotel Liras Syariah, and Tropical Point Hotel Syariah. The purpose of this research is to examine the influence of religiosity variables on consumer loyalty with Islamic attributes and customer satisfaction as mediating variables. The sampling technique used in this research is accidental sampling. The sample size in this study is 215 respondents, obtained using the Slovin formula. The results of this research indicate that Islamic physical attributes have a significant positive effect on customer satisfaction, while Islamic non-physical attributes have a non-significant negative effect on customer satisfaction. Islamic religiosity mediates the influence of Islamic physical attributes on customer satisfaction with a non-significant negative effect. Religiosity mediates the influence of Islamic non-physical attributes on customer satisfaction, which has a significant positive effect. Religiosity mediates the influence of customer satisfaction on behavioral loyalty with a non-significant positive effect. Islamic religiosity mediates the influence of customer satisfaction on attitudinal loyalty with a significant positive effect. Customer satisfaction has a significant positive effect on behavioral loyalty, and customer satisfaction also has a significant positive effect on attitudinal loyalty.

The Relationship Between Workplace Ostracism and Organizational Dehumanization: The Role of Need to Belong and its Outcomes.

This research investigates whether experiencing workplace ostracism is positively related to employees' perceptions of organizational dehumanization, and examines one underlying mechanism of this relationship (i.e., thwarted need to belong), as well as its consequences for both employees and organizations. First, a cross-sectional study (N = 256) highlighted that workplace ostracism positively relates to organizational dehumanization which, in turn, is related to employees' well-being (i.e., increased depression), attitudes (i.e., decreased job satisfaction) and behaviors toward the organization (i.e., increased turnover intentions, decreased loyalty behaviors toward the organization). Second, an experimental study manipulating workplace ostracism using vignettes (N = 199) showed that workplace ostracism has a positive impact on organizational dehumanization, which subsequently relates to employees' decreased job satisfaction, increased turnover intentions, and decreased loyalty behaviors. Finally, a third cross-sectional study (N = 423) revealed that employees' thwarted need to belong mediates the relationship between workplace ostracism and organizational dehumanization, which is ultimately associated with employees' increased depression, decreased job satisfaction, increased turnover intentions, and decreased loyalty behaviors. Theoretical contributions, directions for future research and practical implications are discussed.

The effects of hedonic shopping values on loyalty towards small retailers: The moderating role of trust

This study aims to investigate the relationship between hedonic shopping values and loyalty towards small retailers. Furthermore, it examines how trust moderates the relationship between attitudinal loyalty and behavioral loyalty. Participants were recruited from an online panel, with the survey targeting individuals aged 18 and older residing in the United States. Seven process models were tested to assess the hypotheses, with all seven hedonic shopping values treated as independent variables. Attitudinal loyalty was seen as a moderated mediator, where trust played the moderating role in the relationship between hedonic shopping values and behavioral loyalty. The findings underscore the significant role of hedonic shopping values in influencing customer loyalty towards small retailers. The relationship between attitudinal loyalty and behavioral loyalty is confirmed, specifically in the context of small retailers. Furthermore, the study notes that trust moderates the relationship between attitudinal loyalty and behavioral loyalty.

The effect of perceived influence on brand loyalty mediated by brand trust among automotive consumers in YouTube

This study examines the impact of perceived influence on word-of-mouth and repurchase intentions, with brand trust as a moderator. This is an explanatory study using a quantitative approach. The study population consisted of Indonesians who had purchased a Yamaha brand motorcycle and followed automotive influencers on YouTube social media. Purposive sampling was utilized for the study. There were 206 samples in the study sample. This study collected data through surveys and documentation, and the instrument was tested using Likert scales. The data were analyzed using structural equation model partial least squares (SEM-PLS) modeling. The results of this study showed that Perceived Influence can increase attitude loyalty and behavioral loyalty of Yamaha motorcycle consumers. In Addition, Brand trust can increase behavioral loyalty and consumer attitudes influenced by automotive influencers on YouTube and social media. Brand Trust plays a partial mediating role in the influence of Perceived Influence on attitude and behavioral loyalty. The findings of this study suggest that Yamaha must pay attention to building attitudinal and behavioral consumer loyalty.

Indonesian Tourist Satisfaction towards GWK Cultural Park Using Importance-Performance Analysis (IPA) as a Tool to Determine Improvement Priorities

T
 This research aims to identify the level of satisfaction of Indonesian tourists, the tourism product attributes that need improvement, and the loyalty of Indonesian tourists towards the tourism products at GWK Cultural Park. This research employs a quantitative method with 100 samples collected through accidental sampling. Primary data collection is conducted through questionnaires, field observations, and documentation. The analysis methods used in this research are the Customer Satisfaction Index (CSI) and Importance-Performance Analysis (IPA). The research findings indicate that the satisfaction index of Indonesian tourists stands at 84%, indicating that Indonesian tourists are delighted with the tourism products at GWK Cultural Park. Based on the Importance-Performance Analysis (IPA) results, the top priorities that the management should implement to enhance the satisfaction of Indonesian tourists are providing tourist attractions that match the price paid, having staff who quickly process entrance tickets, and ensuring that the tourist area is free from unpleasant odors. The level of loyalty among Indonesian tourists in the attitudinal loyalty category is 18%, the behavioral loyalty category is 45%, and the composite loyalty category is 37%. This research demonstrates that tourist attractions that align with the price paid, responsive staff, and an odor-free environment are crucial in enhancing the satisfaction of Indonesian tourists, who have an 82% chance of becoming repeat guests at GWK Cultural Park.
 Keywords: Tourist Satisfaction, Tourist Loyalty, Indonesian Tourists, Tourism Products, Garuda Wisnu Kencana Cultural Park

Unveiling the behavioral nexus of innovative organizational culture: Identification and affective commitment of teachers in primary schools

ABSTRACT A rigorous revision of the current body of literature is required to obtain an accurate assessment of the impact of innovative organizational culture on teachers’ identification and affective commitment in primary school environments. The current literature requires more investigation into the mediating function of teachers’ identification in the relationship between innovative culture and teachers’ affective commitment. This underscores the necessity for a more comprehensive comprehension of this mediating mechanism. Therefore, through combining two theoretical frameworks, Behavioral Commitment Theory (BCT) and Social Identity Theory (SIT), this study delves into the intricate psychological interplay between innovative organizational culture and its influence on teachers’ sense of identification and affective commitment in primary schools, which could provide insight into more understanding of this phenomenon. By surveying 432 teachers, this study sought to discern the direct impacts of an innovation-driven culture on teachers’ organizational identification and affective commitment and the potential mediating role of this identification. The findings of this study, which were inferred from the Structural Equation Modeling (SEM), illuminate that an innovative atmosphere significantly resonates with teachers’ identification and affective commitment. Additionally, this identification emerges as a bridge that further intensifies teachers’ emotional bond (affective commitment) with their institution in the context of innovation culture. This research contributes valuable insights for educational institutions and provides practical implications for students, teachers, and schools, while highlighting certain constraints and avenues for future exploration.

Exploring the interplay between attitudinal and behavioural determinants of fitness centre member retention

ABSTRACT Purpose: This research explores and evaluates both attitudinal and behavioural determinants of fitness centre member retention. In considering retention predictors prominent in past work, service quality, value and satisfaction are modelled, while we add multi-dimensional measures for loyalty, which are less prominent in research to date. Methodology: Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to explore relationships between survey-based measurements from 661 members of a single fitness centre, with behavioural loyalty and retention collected over a 56-week period. Findings: Results demonstrate behavioural intention (i.e. intention to renew membership) and, critically, behavioural loyalty (i.e. observed fitness centre attendance and consistency) as most useful in explaining variance in member retention. Practical implication: Practically, insights guide the collection and use of member data towards the most relevant predictors of member retention. Research contribution: Our research enhances theory relevant to retention behaviours in subscription settings, supporting the utility of behavioural loyalty and behavioural intention as direct determinants of fitness centre member retention. Value: The present research combines commonly used attitudinal measures with a more novel analysis of member attendance behaviours.

Can nostalgia-themed stimuli predict customer loyalty and continued patronage?

PurposeThe extant literature documents the significance of nostalgia-evoking stimuli in promoting consumer behavior. Despite the prevalent use of nostalgia-evoking stimuli in restaurant service, research on nostalgia-evoking restaurants is significantly lacking. As a result, little is known about customers’ cognitive responses toward nostalgia-themed restaurant stimuli and their influences on customer loyalty behavior. Thus, grounded in an extended stimulus-organism-response model, this study aims to examine the role of nostalgia-evoking restaurant stimuli in explaining an integrated model focusing on nostalgia, in relation to local food consumption value, familiarity with nostalgia-triggering restaurants and loyalty and continued patronage.Design/methodology/approachThe authors collected data from 544 Taiwanese customers at nostalgia-themed restaurants. Using PROCESS (Model 6), the direct and indirect effect of nostalgia-evoking restaurant stimuli on loyalty and continued patronage were examined.FindingsThe confirmatory factor analysis results showed that five domains of restaurant attributes (i.e., service staff, exterior and interior design, furniture and tableware, local food and atmosphere) are nostalgia-evoking stimuli. The authors also found that these nostalgia-evoking stimuli significantly affected customer loyalty indirectly, through customers’ consumption value and familiarity.Practical implicationsThe results of this study help identify the importance of nostalgia-generating cues in nostalgia-themed restaurants and their roles in postpurchase behaviors. The outcomes contribute to an improved understanding of how to exploit nostalgic sentiments in nurturing diners’ consumption value, maintaining customer loyalty and generating greater profits.Originality/valueTo the best of the authors’ knowledge, this is one of the few studies examining restaurant attributes evoking nostalgia and explaining the mechanism by which nostalgia-evoking stimuli affect consumer behavior.

The antecedent cognitions of brand love and its impact on brand loyalty: the moderating role of sustainability marketing

PurposeThis study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer.Design/methodology/approachA mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents.FindingsThe findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing.Research limitations/implicationsBrand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment.Originality/valueTo the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

The Impact of Hair Salon Brand Image on Self-Image Congruence and Brand Loyalty

This study aimed to investigate the influence of the congruence between brand image and self-image on brand loyalty within the context of hair salons. A total of 620 online surveys were distributed to hair salon customers in Seoul, Gyeonggi, and Jeju regions using Naver Form, with all 620 surveys successfully collected. The research findings revealed the following key results. Firstly, among the sub-factors of self-image congruence, both ideal self-image and actual self-image were found to significantly impact the brand image, with symbolic image, experiential image, and functional image being the order of significance. Additionally, the sub-factor of social self-image was found to significantly influence the brand image, following the order of symbolic image and experiential image. Secondly, among the sub-factors of brand loyalty, attitudinal loyalty demonstrated a significant influence in the following order: functional image, experiential image, and symbolic image of the brand image. On the other hand, behavioral loyalty showed a significant impact in the order of functional image and symbolic image of the brand image. Thirdly, both attitudinal and behavioral loyalty, as sub-factors of brand loyalty, were found to be significantly influence the sub-factors of self-image congruence, with the order of importance being ideal self-image, social self-image, and actual self-image. This study emphasizes the importance for hair salon brands to focus on enhancing their brand image and strive to align consumer self-image with the brand image. By recognizing and adapting to this congruence, hair salons can effectively increase brand loyalty.

What Role Does AI Chatbot Perform in the F&B Industry? Perspective from Loyalty and Value Co-Creation: Integrated PLS-SEM and ANN Techniques

Purpose: This study examines the process formation of customer loyalty and customer value co-creation towards AI chatbots by exploring the successive effects of perceived value aspects, perceived information quality, technological self-efficacy for online trust, aspects of loyalty, and value co-creation. Theorical framework: The increasingly strong reception of humans for a new wave of digitalization has promoted the need to learn about customer loyalty and customers' value co-creation formation for businesses applying AI chatbots to their operations business to attract and retain customers. The study utilized the perceived value dimension, as well as perceived information quality, technological self-efficacy, and online trust, to comprehend loyalty and value co-creation. Design/methodology/approach: The study was conducted using a self-administered questionnaire survey with 447 participants, who had used Pizza Hut's AI chatbot service in Vietnam. The data was analyzed by integrating two techniques: partial least square structural equation modeling (PLS-SEM) and artificial neural networks (ANN). Findings: The results show that aspects of perceived value, perceived information quality, and technological self-efficacy all have a significant impact on online trust except hedonic value, which in turn leads to the formation of aspects of loyalty and high ability to create value co-creation. The analysis results show that perceived information quality has a stronger impact on online trust than technological self-efficacy. In addition, the non-linear results from the ANN analysis show that attitudinal loyalty has relatively stronger importance for value co-creation than behavioral loyalty. Research, Practical & Social Implication: This study contributes to the emerging literature on the use of AI chatbots by investigating the possibility of consumers and providers co-creating value. Second, in this study, the authors delved into the internal aspects of loyalty and separated it into two primary aspects, behavioral and attitudinal, in order to clarify their impact on the factors that influence AI chatbot and value co-creation. In conclusion, this research contributes to the existing body of knowledge by providing a more multidimensional perspective on theories. Originality/value: The integration of PLS-SEM and ANN techniques into the analysis to simultaneously explore both linear and non-linear mechanisms of this study explained the influence of aspects of perceived value, perceived information quality, and technological self-efficacy on aspects of loyalty and value co-creation via online trust in AI chatbots context. In addition, this study extends the perceived value to explore the impact of internal and external personal factors on AI chatbots.

A comparative examination of the motivating factors underpinning consumers' loyalty toward credit card usage in the United States and France

PurposeThis study aims to develop and validate a cross-national framework to identify the motivation underpinning consumers' (i.e. the general public's) loyalty toward credit card usage. The following research questions guided the study: (1) What factors motivate consumers to stay loyal to their credit card? (2) Does the investment model (regarding satisfaction and investment size) mediate the relationship between factors motivating consumers to stay loyal to their credit card?Design/methodology/approachThis study employs the investment model theory (Rusbult, 1980) as a theoretical framework and uses structural equation modeling to develop and validate a cross-national framework, addressing factors that motivate consumers to stay loyal to credit card brands. In addition, the authors test the mediating effect of the investment model on the relationship. Survey data were collected from the United States and France.FindingsThe findings revealed four factors (incentives, customer service, investment size and satisfaction) that impact consumer credit card loyalty behavior in the two mature credit card markets. The authors find empirical support for two of four hypotheses. That is, investment size mediates the relationship between incentives and consumer loyalty, and satisfaction mediates the relationship between customer service and consumer loyalty. Moreover, unlike the French sample, the American sample produced a significant finding for investment size to mediate the relationship between customer service and consumer loyalty.Originality/valueThis paper validates and extends the investment model theory in the marketing of credit cards within a cross-national setting. Most studies on credit card consumption focus on the college student segment, and there is less understanding of the motivation to stay loyal to using a credit card from the general public who are not necessarily college students. Given the scarce stream of empirical studies dealing with cross-national consumer motivation, choice criteria of credit cards, and loyalty toward credit cards, this research comes at an opportune moment as credit card firms differentiate their card brands in the global marketplace. Further, a dataset originating from two mature Western economies has been put forward for the benefit of practitioners and researchers.

Keeping the ball rolling: using the S-O-R framework to investigate the determinants of football fan loyalty

PurposeInsights into how fan experience can be used to cultivate football (soccer) fan loyalty are limited. Based on the stimulus–organism–response (S-O-R) paradigm, this study develops and tests a theoretical model investigating the effects of football-game socialisation, team interest, football interest and transaction satisfaction (stimuli) on fanship and cumulative satisfaction (organism), and subsequently, attitudinal loyalty and behavioural loyalty (response). National culture was a moderator.Design/methodology/approachA self-administered online survey collected data from a convenience sample of 762 football fans from Brazil, China and Germany.FindingsThe PLS-SEM results support the S-O-R based model, indicating that football fan-loyalty behaviours are determined by fanship and cumulative satisfaction with the team. Fan experiences, in turn, are also found to be influenced by fan perceptions relating to socialisation, team interest, football interest and transaction satisfaction—elements over which the football team's management may exert some degree of control. Some national cultural differences were found, with three of the model's 12 structural paths significantly different for Germany vis-à-vis Brazil.Originality/valueThis study advances the authors’ understanding of the significance of socialisation and fan-interest factors for football, providing evidence supporting the role of the fan experience and service-consumption stimuli related to those game experiences as significant drivers (stimuli) of the fan's affective (fanship) and cognitive states (cumulative satisfaction). This study enriches the limited body of evidence on fanship's role as a driver of attitudinal and behavioural loyalty. Finally, the multi-country study partially supports the moderation effect of national culture.

The Influence of Tourists’ Sensory Experiences of Street Food on Destination Loyalty: The Mediating Roles of Delight and Place Attachment

ABSTRACT Food safety is one of the most researched topics in the existing street food literature. However, tourists’ street food experience, especially their sensory experiences, has been largely ignored. This study explained how sensory experience drives tourist satisfaction and loyalty behavior through the process of psychological states (delight and place attachment) by using the SOR theory as a theoretical foundation. 625 tourists who had street food experience were approached by this research. The structural equation modeling method was adopted by this research to examine the proposed research model and all the hypotheses. The results found that tourists’ sensory experiences related to street food have positive influences on delight and place attachment. Furthermore, this paper identified the mediating roles of delight and place attachment in the relationship between sensory experience and satisfaction. Both theoretical and practical contributions are provided based on the findings.

Behavioral Analysis of "Iphone" Brand Loyalty From Brand Experience Mediated by Brand Trust in Surakarta

The reason people have strong loyalty to smartphones "Iphone" different products is because the quality of the product and the operating system get full trust, recommend products, keep using products, Encourage people to use products to make products very attractive not unconditionally. 100 respondents were taken with Purposive sampling technique. Research results: The influence of Brand Experience on Brand Trust: Behavioral Experience and Sensory Experience hypotheses are accepted, while Intellectual Experience is rejected. The influence of Brand Experience on Behavioral Loyalty: Behavioral Experience, Intellectual Experience and Sensory Experience hypothesis is rejected while Brand Trust is accepted. The effect of Brand Trust on Behavioral Loyalty is hypothesized to be accepted.

Does corporate social responsibility result in better hotel guest attitudinal and behavioral loyalty?

This study aims to determine whether and how investing in corporate social responsibility (CSR) practices results in better attitudinal and behavioral loyalty. It seeks to comprehend the path linking CSR and customer loyalty through customer-company identification (C–CI), trust, and satisfaction as mediators. Partial least squares (PLS)-based structural equation modeling was applied to examine the theoretical model using SMART PLS. The data were collected through online questionnaires from 385 customers of Morocco's three-, four- and five-star hotels. The results conclude that CSR practices significantly contribute to customer loyalty through the mediating components of C–CI and trust. Surprisingly, unlike previous studies, the influence of CSR on customer satisfaction is insignificant. CSR influences customer satisfaction only through C–CI and trust. Moreover, the relationships between mediators, rarely explored by previous researchers, revealed that C–CI contributes to trustworthiness and customer satisfaction. Trust can also generate customer satisfaction.

Assessing Taxpayer Behavior Commitment in Mattering Tax Compliance: The Moderating of Tax Ethics

This study aims to determine the effect of affective commitment, normative commitment, and ongoing commitment to tax compliance with tax ethics as a moderating variable. This research is quantitative research using primary data. This study’s population is individual taxpayers registered at KPP Pratama Kosambi, Tangerang City, Indonesia. The sampling technique used convenience sampling, which obtained a sample of 100 respondents—collecting data using a questionnaire/questionnaire method. The measurement scale used is the Likert scale. The data analysis technique used in this research is a quantitative data analysis using statistical methods. The statistical method used is Partial Least Square (PLS). The results of this study indicate that normative commitment has a significant effect on tax compliance, while affective and ongoing commitments do not affect tax compliance. Tax ethics cannot moderate the relationship between affective, normative, and sustainable commitment to tax compliance.

How broadcasters' characteristics affect viewers' loyalty: the role of parasocial relationships

PurposeThis study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce.Design/methodology/approachA total of 401 online questionnaires were distributed to individuals with live streaming showroom shopping experience, and SmartPLS software was used to analyse the data and test the hypotheses.FindingsBroadcasters' characteristics are positively associated with viewers' parasocial relationships, thus further enhancing viewers' attitudinal and behavioural loyalty towards that broadcaster's streams. Parasocial relationships mediate the effects of most broadcaster characteristics (except for expertise) on attitudinal and behavioural loyalty. In addition, parasocial relationships have a stronger positive effect on viewer behaviours for hedonic products and under high match-up.Originality/valueThe broadcaster is a key indicator of the success of live streaming commerce. This study establishes a well-organized framework to understand how broadcaster characteristics influence viewer loyalty towards that broadcasters' streams based on parasocial relationship theory.

Precursors and Outcomes of Perceived Value in B2B Banking Services: A Nomological Framework

This paper aims to test a nomological network of the precursors (perceived price, price fairness, and service quality) and the multi-dimensional outcomes (economic satisfaction and non-economic satisfaction; behavioral and attitudinal loyalty) of micro-enterprise customers’ perception of value. Structural equation modeling was used to test a research model and two rival models from data collected from 381 micro-enterprise banking customers. The results show that, by charging fair prices, banks will increase not only micro-enterprises’ positive perceptions of price and service quality, but also their perceptions of value. Positive value perceptions result in greater economic and non-economic satisfaction. This then results in loyalty in both the attitudinal and behavioral senses. Economic satisfaction should first be attained before micro-enterprise customers will be non-economically satisfied and show attitudinal loyalty before behavioral loyalty.

Factors Affecting Malaysia Tourists’ Destination Loyalty Behavior: A Case Study of Hatyai, Thailand

Retaining the loyal visitors to revisit is highly crucial for generating the revenue in tourism destination as well as reducing the marketing expenses, this empirical study has been designed to primarily explore factors that motivate Malaysia tourists to revisit Hatyai and to identify the key factors that affect Malaysia Tourists Destination loyalty behavior. The results of this study indicated that “destination attractiveness” “social interaction” and “Cost/Price/Value” were the most important destination attributes and travel motives for malaysia tourists revisit to Hatyai. Concerning Malaysia tourists destination loyalty behavior, the result reveals that “destination attractiveness” “social interaction” and “price/value/cost” predicts Malaysia tourists’ destination loyalty behavior with R2 = 58.9%.