Formation Of Loyalty Research Articles

Effects of Perceived Benefits, Value, and Relationships of Brands in an Online-to-Offline Context: Moderating Effect of ESG Activities

The objective of this study was to investigate how perceived benefits and risks affect perceived value, as well as to examine the relationship between perceived value, consumer–brand relationships, and loyalty. The study examines the moderating effects of environmental, social, and governance (ESG) performance on the abovementioned relationships by applying a value-based adoption model. An online survey was conducted with consumers who used a food-delivery-service platform, totaling 754 participants. The SPSS 27 statistical package and SmartPLS 4.0 were used to test the research hypotheses, as well as to verify the moderating effects. The results indicate that product quality and specialization have positive effects on perceived value; however, delivery convenience does not. The analysis also found that perceived risk factors associated with delivery-service platforms, specifically, delivery risk, delivery security, and product heterogeneity, have positive effects on perceived value. These results imply that perceived value is linked to consumer perceptions of perceived benefits or risks and is closely related to the formation of customer–brand relationships with delivery platform companies. In addition, it was found that consumer–brand relationships formed in this way act as a decisive factor in the formation of corporate brand loyalty. ESG activity was found to play an important role in moderating the relationship between product quality and specialization, which are factors regarding perceived benefits and value. The ESG performance of delivery-service platforms plays a moderating role in the relationship between perceived value, consumer–brand relationships, and brand loyalty. The results of this study contribute to the development of strategic guidelines for marketers seeking to establish delivery-service platforms.

Emotion and cognition in customer experience: a mixed-method study on loyalty formation in the hospitality sector

PurposeThis study investigates the dual roles of emotion and cognition in shaping customer experiences within the hospitality sector, examining their distinct impacts on the formation of customer loyalty.Design/methodology/approachEmploying a sequential exploratory mixed-method design, this research integrates qualitative interviews with eighteen hospitality managers and a quantitative survey involving 595 customers to develop and validate a new instrument measuring affective and cognitive experiential states for general hospitality consumers.FindingsThe study's results reveal that emotional experiences strongly correlate with affective loyalty, while cognitive experiences significantly influence cognitive loyalty. The study contributes to the existing literature by introducing a robust instrument that effectively captures the experiential dimensions, offering insights into customer loyalty formation.Research limitations/implicationsThe reliance on retrospective self-reporting in the quantitative phase may introduce recall bias, potentially limiting the precision of the findings. Future research should seek to mitigate this by employing real-time data capture methods.Practical implicationsThe newly developed measurement tool presents a practical solution for industry professionals aiming to enhance customer experience management by focusing on both affective and cognitive aspects, thus facilitating targeted strategies to cultivate customer loyalty. The implications for service design suggest that both emotional and cognitive elements must be considered to optimize customer experiences and drive loyalty.Originality/valueThis work advances the theoretical understanding of customer experience by distinguishing between its affective and cognitive dimensions and their respective contributions to loyalty. It offers a validated empirical tool, setting a foundation for future investigations.

ВПЛИВ FINTECH НА РОЗВИТОК СТРАТЕГІЙ РЕАЛІЗАЦІЇ ТА ПЕРСОНАЛІЗАЦІЇ ІТ-ПРОДУКТІВ

Modern FinTech solutions significantly change traditional approaches to the development, implementation and sale of IT products, allowing companies to create unique financial instruments, reduce transaction costs and increase competitiveness. But the questions remain unclear which FinTech tools have the greatest impact on IT product implementation strategies and whether the use of financial technologies really affects the personalization of IT products in terms of efficiency and scalability. The purpose of the study is a comprehensive study of the influence of financial technologies (FinTech) on the development of strategies for the implementation and personalization of IT products, with the identification of key FinTech tools that contribute to the improvement of the processes of development, implementation and adaptation of IT products in accordance with the specific needs of users and markets. The object of the research is payment services as an innovative segment of FinTech and their marketing in the modern market, namely aspects related to the development, implementation, promotion and use of payment services. Scientific publications and monographic editions, magazine articles and materials of scientific and practical conferences became the methodological basis of the research. During the research, content analysis of scientific periodicals was used; comparative critical analysis of existing approaches and methods of analysis of financial stability and tax burden; statistical methods of analysis. The main hypothesis of the research is that FinTech technologies allow IT companies to more accurately adapt their products to the individual needs of users, which contributes to increasing the level of customer satisfaction, increasing loyalty and competitiveness of companies in the market. Presentation of the main material. The study analyzed the main FinTech tools, their impact on the business processes of IT companies, as well as possible risks and barriers to their integration. The relationship between the use of FinTech solutions and the improvement of the effectiveness of personalization of products, which positively affects the competitiveness of companies on the global market, is determined. Based on the results of the research, practical recommendations were formulated for IT companies regarding the optimal use of financial technologies in the processes of product implementation and personalization. Originality and practical significance. Key FinTech tools and their impact on the effectiveness of implementation strategies are considered, as well as the main challenges and risks associated with the integration of financial technologies into the development and implementation of IT products are identified. Based on the results of the research, recommendations are proposed for the use of FinTech to increase the effectiveness of personalization and scaling of IT products on the global market. Conclusions and prospects for further research. The analysis showed that the use of FinTech solutions allows IT companies to bring products to market faster, reducing the time for processing payments and interaction with customers, which improves the efficiency of business processes and allows companies to focus on the development of innovative products. Thanks to access to users' financial data and the latest algorithms for processing this data, companies can develop products that more accurately meet the needs of individual users. This contributes to increasing customer satisfaction, as well as the formation of long-term brand loyalty.

Wellness tourism destination loyalty formation: the role of mental health and eudaimonic well-being

PurposeWellness tourism is growing in importance as increasing numbers of travelers place a priority on their health and well-being by traveling. This study examined the relationships between wellness tourism destination attributes, perceived quality, perceived mental health, eudaimonic well-being, overall satisfaction and behavioral loyalty to corroborate a model explaining wellness tourism destination loyalty in Thailand.Design/methodology/approachThe conceptual model of this study was examined using a survey research design. The survey questionnaire was distributed to Chinese tourists who had previously traveled to Thailand and engaged in wellness tourism activities during their trip.FindingsThe findings revealed that healthful food choices, core facilities and staff service significantly influenced perceived quality. This perceived quality was a crucial factor in determining perceived mental health, which in turn impacted eudaimonic well-being. Overall satisfaction was directly influenced by perceived quality, perceived mental health and eudaimonic well-being. Additionally, perceived quality had a direct effect on behavioral loyalty.Practical implicationsWith the growing global interest in wellness and travel, this study offers valuable insights for tourism marketers in Thailand to enhance their wellness tourism strategies. Tourism organizations should emphasize the quality of food, facilities and staff service to attract wellness-oriented travelers.Originality/valueThis study highlights the interconnectedness of perceived quality, good mental health and eudaimonic well-being. High-quality experiences contribute to improved mental health and in turn enhance eudaimonic well-being.

Fifteen Years of Research on Customer Loyalty Formation: A Meta-Analytic Structural Equation Model

Despite extensive research on loyalty formation, findings regarding interrelationships between loyalty and its key drivers, such as perceived service quality, perceived value, and customer satisfaction, are inconclusive and often contradictory. To provide more definitive statements about these relationships, we synthesized and analyzed findings from 153 articles published in eight top-tier tourism and hospitality journals between 2006 and 2020 using meta-analytic structural equation modeling. We also confirmed that five- and seven-point Likert-type scales did not generate significant differences in the effect size of correlational measures. A further comparison of four theoretically postulated competing models strongly supports the full mediation model. Our results suggest that customer satisfaction fully mediates the effects of perceived service quality and perceived value on customer loyalty, whereas perceived service quality directly influences perceived value. This study contributes to the literature by reconciling and synthesizing inconclusive findings from prior research.

Social Exchange and Destination Loyalty: The Case of Thessaloniki International Fair and the Concept of Honored Countries

The main purpose of the present study was to investigate the factors that contribute to the formation of destination loyalty of trade fair exhibitors, through the perspective of social exchange theory. The study was conducted on the exhibitors of the 86th Thessaloniki International Fair (TIF) from the United Arab Emirates (UAE) who visited the city within the framework of the Honored Country concept. Results showed that the concept of the Honored Country is closely related to destination loyalty, while the relationship between satisfaction with trade fair participation (TFS) and destination loyalty (DL) was noted. Moreover, the relationship between social exchange theory–trust (T) and visitors’ satisfaction (VS)–and destination loyalty (DL) was also noted.

Formation of consumer loyalty in the field of digital ecosystem products

The article is devoted to studying the importance of increasing customer loyalty for successful business development in the digital era. The author identifies brand equity, customer trust and satisfaction as key factors influencing the level of customer loyalty. The article identifies the complexities of the modern market and the need to use digital tools to form and maintain consumer loyalty.The study aims to identify methods for building customer loyalty, including analyzing the importance of various factors, market segmentation and the use of digital technologies. The results of the study will be useful for companies aimed at strengthening their base of loyal customers.It is worth not only satisfying the needs of customers, but also building emotional connections with them, taking into account their individual preferences. The author draws attention to the importance of service quality, brand reputation, pricing and personalization in creating and maintaining customer loyalty.The study also highlights the importance of moving from product loyalty to brand loyalty to increase customer retention and ensure sustainable business growth. Particular attention is paid to the emotional connection with clients and the importance of quality of service in establishing long–term relationships.

Exploring the formation of destination loyalty from destination personality and self‐congruity: A mediating role of destination relationship quality

AbstractThis study proposes a new concept of the tourist‐destination relationship called destination relationship quality. It consists of four elements: destination satisfaction, destination trust, destination commitment, and destination attachment. The study investigates how destination personality and self‐congruity influence tourists' destination loyalty through destination relationship quality. Data were obtained through systematic sampling from 424 Chinese tourists in Guangzhou, China. Using partial least squares structural equation modelling analysis, this study confirmed that destination personality and self‐congruity are antecedent factors of destination relationship quality, which ultimately affect tourists' destination loyalty towards a destination. The study contributes to tourist‐destination relationship research by indicating the mechanism for establishing destination relationship quality so that researchers can further apply this concept in their future studies. The results of this study are helpful for tourist destination marketers to attach importance to the establishment of destination personality and create core differences in tourist destinations when developing marketing strategies.

Does Experience Guide People to Rebuy? Brand Loyalty at Ice Cream Shops in Yogyakarta

Food tourism is a major attraction for tourists because it provides an unforgettable experience. Yogyakarta is a tourist destination that is increasingly in demand because of its contemporary culinary concept. This research aims to determine the phenomenon of the experience of visitors to ice cream shops in Yogyakarta in enjoying ice cream in a shop with a unique concept in a tropical atmosphere. The brand experience felt by the ice cream shop customers was tested for its influence on brand loyalty. The concept of brand trust is also tested as a mediator of the relationship between brand experience and brand loyalty based on the commitment-trust theory. The formation of brand loyalty through the concepts of experience and trust is closely related to long-term brand-customer relationship management. A total of 179 data were analyzed using the PLS-SEM method. The research results show that brand experience has a positive significant effect on brand loyalty. In an indirect relationship, brand trust partially mediates the relationship between brand experience and brand loyalty.

The formation of attendee loyalty at cultural festivals. What role for knowledge and authenticity?

Scholars have only recently been focusing on the study of knowledge in the formation of loyalty in cultural festivals and much remains to be understood regarding this. The present study adopts a managerial standpoint and develops a knowledge-based model of attendee loyalty in cultural festivals in which the role of authenticity is also evaluated. It considers two knowledge-based constructs, prior knowledge and acquired knowledge, referring to the cultures and the traditions evoked during the festival, and intercepts their role with respect to loyalty also in conjunction with authenticity. Based on data collected from 306 attendees at a cultural festival organized annually in South Italy, a co-variance-based SEM was performed. Results highlight that prior and acquired knowledge positively influence loyalty. Perceived authenticity acts as a mediator in these relationships. These findings provide theoretical and practical implications for researchers and festival organizers.

Unveiling consumer loyalty dynamics: insights for golf club loyalty programs

PurposeWith the competitive nature of golf club operations, understanding the loyalty formation process is crucial for maintaining a competitive edge. This study investigated the sequential developmental stages of consumer loyalty, progressing through cognitive, affective, and conative stages.Design/methodology/approachThe study conducted a survey targeting consumers who have experienced golf club services in the United States. This study operationalized reliability and trust as key indicators of the cognitive stage, hedonic motivation and social engagement as indicators of the affective stage, and loyalty as the indicator of the conative stage.FindingsUsing structural equation modeling (SEM), this study found that reliability has a significantly positive influence on trust. Trust has a significantly positive influence on hedonic motivation and loyalty. Furthermore, hedonic motivation has a significantly positive influence on social engagement and loyalty.Originality/valueBy integrating these findings within the Cognitive-Affective-Conative (CAC) framework, this study contributes to both the theoretical literature on consumer loyalty and provides practical insights for golf club management.

The Impact of Marketing Mix and Patient Experience on Public Patient Loyalty in Hospitals: Satisfaction as an intervening variable

Background: In maintaining patient loyalty, one of the marketing strategies that can be carried out is the use of Marketing Mix. Marketing Mix can improve the perceived quality of patient discernment, namely the patient assessment of a service. If the patient's perception on the quality of services provided by the hospital is good, then the patient's experience on the hospital will be positive. This condition can increase patient satisfaction which continues in the formation of patient's loyalty. This study aims to analyze the effect of Marketing Mix and patient's experience through satisfaction on patient loyalty. Methods:This study is a quantitative study using an observational approach with a cross-sectional study design. The sample in this study was 358 general patients at Stella Maris Hospital, Makassar, Indonesia using total or purposive sampling. The instrument used in data collection is a questionnaire that has been tested for validity and reliability. Multivariate data analysis used path analysis. Results: There was direct effect of Marketing Mix (β=2.218, p=0.027) and indirect effect through satisfaction (β=2.417, p=0.016) on loyalty. There was no direct effect of patient's experience (β=0.398, p=0.691). However, the indirect effect was very significant through satisfaction (β=10.651, p<0.001). In addition, there was also direct effect of satisfaction on loyalty (β=5.161, p<0.001). Conclusion: There is a direct effect of the Marketing Mix on patient loyalty. Patient satisfaction is a significant intervening factor for both the Marketing Mix and the patient's experience, which in turn affects patient loyalty.

Eksplorasi Peran Tourism Satisfaction dalam Memediasi Hubungan Antara E-Wom, Destination Image dan Tourism Loyalty (Studi Kasus Wisata Air Terjun Moramo Sulawesi Tenggara)

Electronic Word of Mouth (E-WoM) and destination image play a significant role in the tourism sector and have a strong influence on tourism satisfaction and tourism loyalty. This research aims to understand and identify the implications of E-WoM and destination image on tourism loyalty and tourism satisfaction as mediating (intervening) variables in Moramo Waterfall Tourism, Southeast Sulawesi. The analytical approach used is to use the SEM-PLS analysis tool with a sample of 160 respondents using purposive sampling. The results of the study show that the E-Wom and destination image variables have a positive and significant effect on tourism satisfaction and tourism loyalty. The more positive information and reviews and the more positive the image of the Moramo Waterfall tourist attraction in Southeast Sulawesi, the higher the tourism satisfaction and the stronger the formation of tourism loyalty, therefore tourism satisfaction is an important strategy to build tourism loyalty and the influence of both variables is positive and significant. The results of the study also show that tourism satisfaction as a mediating variable has a positive and significant effect on tourism loyalty, although the mediating effect is low.

The participation of the USSR in development of penicillin industry in the Eastern Europe

The article considers on the basis of analysis of archival documents issue of rendering assistance by the Soviet Union to the countries of Eastern Europe to organize production of penicillin. It is established that by the mid of 1950s, modern powerful plants were launched in Bulgaria, Romania and Czechoslovakia by the forces of Soviet engineers . Their construction was carried out on preferential terms for countries-customers. The mutually beneficial cooperation in sphere of production of antibiotics carried out and with other countries of this region. It is demonstrated that the USSR, performing task of enormous humanitarian significance in conditions of the Cold War, simultaneously implemented another goal - formation of loyalty of population of these countries and organization of coalition of friendly states on its Western borders.

Психологические ресурсы служебной лояльности в профилактике дисциплинарных нарушений сотрудниками органов внутренних дел

Introduction. The article deals with the significance of service loyalty as a promising psychological resource that can be used in the prevention of disciplinary violations among employees of internal affairs bodies. Loyalty as a structural component of personal reliability of employees is a significant characteristic of personality of dynamic nature, which enables to ensure its formation and development in professional activity. Research methods. General scientific methods of theoretical analysis, empirical methods, methods of psychological practice (training), psychodiagnostic techniques were used in the research: Questionnaire of J. Meyer and N. Allen “Organisational Commitment Scale”, S.S. Baranskaya's Method of measuring loyalty, V.I. Dominyak's Method “The possibility of realising motives”, L.A. Yasyukova’s test “Legal Consciousness”. Mathematical processing of the results included methods of descriptive, comparative and factor analysis using the statistical package “SPSS Statisticsver. 22.0” with the Mann-Whitney U-criterion. Results. The possibilities of service loyalty as a personal resource for solving the challenges of disciplinary violations among employees of internal affairs bodies were determined. The peculiarities of loyalty of employees having disciplinary sanctions reflecting low level of affective, continued and normative loyalty, work loyalty, assessment of possibilities of realisation of motives were established. The factor structure of loyalty is revealed, where the values of professional activity, loyalty to profession, psychological well-being and social acceptance, work and professional community loyalty, satisfaction with activity and organisational culture are considered the leading ones. The results of psychological training aimed at the formation and development of loyalty were analysed. Statistically reliable, significant shifts (p ≤ 0.05) in the loyalty indicators of employees who participated in the psychocorrectional work were identified, proving the possibility of changing the loyal attitude of employees.

Forming loyalty toward green food: food or environmental issue? Evidence from plant-based food

ABSTRACT This study examines the formation of loyalty toward plant-based food (PBF) by including environmental factors (i.e. environmental concern and knowledge) and the perceived benefits and cost of the food as its drivers. This research employed data from 403 PBF customers, collected via an online survey from the Greater Jakarta region, Indonesia. To appraise the proposed loyalty formation toward PBF, this study used partial least square modeling. The results from data analysis show that incorporating the environmental concern theory and the valence theory offers an improved explanation of loyalty formation toward PBF. Environmental concern, environmental knowledge, and perceived benefits are predictors of loyalty. Additionally, three dimensions of PBF benefits have been identified: physical, social, and psychological. This study suggests that to gain loyalty among PBF customers, managers need to educate customers on salient environmental issues and highlight the benefits of consuming PBF for customers’ health and the environment.

The Effect of Product Quality and Price on Customer Loyalty Through Customer Satisfaction at Uniqlo Surabaya

Increasingly fierce competition in the fashion industry resulted in apparel/retail companies having to maintain their customers’ loyalty. This study aims to examine and provide an in depth description of the formation of customer loyalty (Y) in terms of product quality (X1) and price (X2) mediated by customer satisfaction (Z). Research data was obtained by distributing Google Form questionnaires using a purposive sampling method to 140 customers who had purchased products of UNIQLO in Surabaya for more than 2 times. Data was analyzed using the StructuralEquation Model – Partial Least Square (SEM-PLS) analysis technique with the SmartPLS version 3.2.9 software. The results of this study indicate that each product quality and price has a positive effect on customer satisfaction, customer satisfaction has a positive effect on customer loyalty, and product quality and price has a positive effect on customer loyalty, either directly or indirectly through the mediation relationship of customer satisfaction. Furthermore, this study also found that the effect of product quality on customer loyalty is on a similar level with the effect of price on customer loyalty. However, price’s effect on customer loyalty decreased with the mediation ofcustomer satisfaction.

E-grocery service loyalty: integrating food quality, e-grocery quality and relationship quality (young customers’ experience with local food)

PurposeThis study aims to evaluate the loyalty formation model on e-grocery service incorporating food quality, e-grocery quality and relationship quality as determinants of loyalty.Design/methodology/approachThe quantitative approach was used by using 353 data from young Indonesian customers with purchasing experience of local food through e-grocery service. The hypothesized relationships between variables were tested using partial least squares structural equation modeling.FindingsThe results confirm that local food quality, e-grocery service quality and the relationship quality elements of a sense of community and attitudinal attachment, are all loyalty drivers. Next, mediation tests reveal that local food quality and e-grocery service quality influence customer loyalty through customers’ attitudinal attachment and a sense of community.Practical implicationsThis study recommends that managers of e-grocery services of local food businesses could benefit from the development of attachment and a sense of community among their young clients. Furthermore, to develop loyalty among young customers, offering high-quality local food as well as e-grocery services is suggested.Originality/valueTo the best of the author’s knowledge, this is the first examination of the e-grocery service loyalty in the context of local food.

IMPLEMENTATION OF MARKETING TOOLS TO INCREASE CUSTOMER LOYALTY

The article substantiates the direction of customer loyalty management of the enterprise under the conditions of socially responsible marketing, substantiates the need to introduce marketing tools to increase customer loyalty, while developing measures taking into account the customer's life cycle. Attention is focused on the formation and strengthening of customer orientation of personnel on the basis of social and ethical marketing thanks to the developed author's management mechanism. Thanks to the evaluation of the quality of the corporate policy, recommendations were made to improve the quality of the staff's work with clients. Recognizing the importance of loyalty as an integral part of modern marketing is certainly an important step in modern theoretical and practical spheres. However, like any process that gains importance and has a certain impact on the economic result of the enterprise, it has clear results that need to be systematically managed. that is why the issue of consumer loyalty management is particularly relevant today. The lack of a global comprehensive approach to loyalty management, which is mainly explained by the fact that most of the materials on this issue are of a practical nature, that is, based on the experience of implemented programs and equated with the implementation of bonus and/or discount options, complicates the process of forming a correct understanding of the loyalty management process. Loyalty management is a very comprehensive process that has absolutely unique properties, manifestations, methods, risks, etc. The rapid development of information technologies and the intensification of competition on a global scale encourage the business sector to choose a development strategy based on building long-term relationships with customers. In the conditions when many products, services and services are offered on the market at almost the same prices, the formation of customer loyalty is one of the main arguments in the competition.

The formation of green customer loyalty to green caf

The formation of green customer loyalty to green caf