Stages Of Loyalty Research Articles

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.

Film-induced senior tourism and destination loyalty

ABSTRACT The senior tourist niche is distinct from other tourist cohorts in terms of expenditure, service preference, and other destination appeals. This is a unique segment, requiring destination management/marketing organisations’ attention to film-induced tourism in particular. However, the intersection between film tourism and the nostalgic desires of seniors has seldom been explored. Surveying 366 film-induced senior tourists to Croatia, the dimensional nature of the film tourism experiencescape was uncovered. A structural modeling procedure further showed that the film tourism experiencescape strongly predicted cognitive loyalty, which significantly influenced affective loyalty. Destination loyalty stage theory fitted well with senior film tourism destinations. This study has academic implications relating to the experiencescape concept and loyalty theory, and can help film destination marketers to understand seniors’ psychological mechanisms in experiencing film-related destinations and developing destination loyalty.

Enhancing citizen satisfaction and loyalty in e-government: Lessons learned from Jakarta COVID-19 website

This study focuses on the sustainability of utilizing health information related to COVID-19 to meet public needs after the end of the pandemic era in Jakarta. During the COVID-19 pandemic in 2020, as a form of response to public needs regarding information and services about COVID-19, the government provided services and digital information to optimize information access to citizens. However, the COVID-19 situation in Jakarta has changed, therefore the Corona website’s needs for information and services have also changed. By maximizing e-government owned by the Jakarta Provincial Government, one of the efforts that can be made is increasing service loyalty and information utilization. This research model refers to the theory of Four-Stages Loyalty and reputation on websites, adding variables to Communicative Ecology on government media as a source of information about COVID-19 and variables in visual complexity models on electronic devices. This research methodology uses quantitative approaches using PLS-SEM, and the respondents are users within the last three months. Based on the results of this research, the loyalty stage provides the basis for the development of the Jakarta government’s Corona website to maintain user loyalty.

An analysis of the Influence of Customer Journey Mapping in Customer Retention Design on Shoppe E-commerce Using the Service Quality Method

Technological developments accompanied by increasing population growth rates in Indonesia affect people's lives in meeting their daily needs. With e-commerce that is present as an innovation in the use of technology and internet network assistance, it makes it easier for people to buy and sell goods online. Shoppe is one of the e-commerce with the most sales and visitors in Indonesia as of 2022 according to a national survey conducted by BOI Research. This research was conducted to analyze and provide information about the influence of the customer journey map consisting of the stages of discovery, use, and loyalty with 5 dimensions of service quality Service Quality Method which includes reliability, responsiveness, assurance, empathy, and tangibles on customer strategy design retention on Shopee e-commerce. The results of this study obtained the results that there is a positive relationship between the discovery and use process on customer loyalty in making purchases. Companies can evaluate this stage in designing strategies to gain customer trust and loyalty in order to make repeat purchases.

Impact of Advancement in Information Technology in Enhancing Relationship Marketing Strategies used by SMEs in the Grocery Sector, Zimbabwe

The growth in Information Technology has re defined marketing strategies, leading to the development and the extinction of the old marketing practices. The old marketing practices had always led to many Small to Medium Enterprises (SMEs) fail to prioritise marketing as they deemed it expensive and required many protocols to be followed before implementation of the strategy. The continuous evolution of various information technology systems has of late threatened the existence of a human being in the marketing career as the carrier is swiftly being dominated by electronic devices that can effectively be commanded to interact and respond to consumer queries promptly. To date they are conflicting views on the effect of adopting information technology in the marketing discipline. The researcher seeks to validate whether information technology can enhance the up sage implementation of relationship marketing or it has come to destroy the intimate human relations consumers have with firms in the grocery sector in Zimbabwe. The researcher adopted a survey approach in data gathering and interviews were used, convenience sampling was done mainly on SMEs in Harare selected suburbs in the grocery sector. The study was informed by Hill (2006) customer loyalty stages. The major target sample of SMEs was 25, however upon conducting 19 interviews, data saturation was reached and no further data was collected. The findings from the study indicated that advancement in information technology has created many marketing platforms firms use to embrace relationship marketing although the media has failed to sustainable convert the consumers into advocates and has also led firms to lose some of its old customers who are generally technology laggards. The research recommends blending of both traditional and digital information technology based marketing platforms to ensure sustainable relationships between the company and its customers. This is based on the findings that many firms have of late abandoned traditional relationship marketing platforms only relying on virtual relations where culturally in Zimbabwe a relationship is made concrete when parties meet physically.

Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model

Rapid advances in mobile technology with high product diversity have led to high levels of smartphone brand switching among users. Hence, customers’ brand loyalty is the key to a smartphone manufacturer’s survival in this highly competitive market. This study developed Oliver’s four-stage loyalty model by integrating major constituents of each loyalty stage with the incorporation of brand reputation as a moderator. This study adopted a cross-sectional design and collected quantitative data from 327 smartphone users in Malaysia. The results from the structural model supported the sequential process of loyalty development through cognitive (hedonic value), affective (brand satisfaction and emotional attachment), conative (brand trust), and action (smartphone brand loyalty). Contrary to expectation, cognitive (utilitarian value) has no impact on affective (brand satisfaction and emotional attachment). Further, the moderating impact of brand reputation on the linkage between conative (brand trust) and action (smartphone brand loyalty) was verified. The discussions, implications, and limitations are provided in this study.

Assessing the impact of perceptions of hygiene on tourists' attitudinal loyalty to ethnic food

PurposeExamining the influence of ethnic food tourists' perception of hygiene on their attitudinal loyalty formation is the purpose of this study. Specifically, How to demonstrate touristsʼ perception of ethnic food hygiene is the key question, and moreover, the study also investigates whether and how the stages of attitudinal loyalty in this study, which are perceived authenticity, positive emotion, and perceived value, are illustrated in this mechanism and are affected by tourist perceptions of hygiene?Design/methodology/approachBy engaging in the critical debate around the topic of hygiene perception, this study explores the influence of this factor on tourist's attitudinal loyalty, including the cognitive, affective and conative aspects, to ethnic food through the adoption of perceived authenticity, positive emotion and perceived value. A survey was conducted at the Xijiang Miao Village, a very popular ethnic tourism destination in China.FindingsThis study reveals that ethnic food tourists' perceptions of hygiene have five dimensions. One of these plays a direct predictor role in developing effective conative loyalty (perceived value). Tourists' perceptions of authenticity and positive emotion representing cognitive and affective loyalty are confirmed in their direct effect on conative loyalty as well. The five dimensions of perceptions of hygiene identified have varying degrees of influence on the three stages of attitudinal loyalty.Originality/valueThe unique contribution of this study lies in two points: (1) it has discovered the way that tourists' perceptions of the hygienic preparation of ethnic food in the ethnic destination is constructed, and (2) it investigated the relationship between tourists' perceptions of hygiene and the three stages of attitudinal loyalty.

Customer governance and segmentation using database algorithm

The primary goal of any business is to maximize its profits. The company must have the right customers to ensure its continuous existence. This paper aims to help a company identify the right customers by developing a flow that enables them to easily do so. Customers for sure progress from one loyalty stage to the next in time, and marketing actions can help them to do so (Ngobo, 2017). The focus is on the problem of identifying the right customers based on what the company needs at that moment (the best-performing ones, the new ones, the ones who will retain, etc.). The methodology will include an analysis of data previously stored by the company. It will give technical details of how this flow is created and how is practically implemented. The existing data, is manipulated more appropriately and then passed and stored in a dedicated PostgreSQL database. This kind of database offers important techniques such as advanced indexing and high availability to build scalable, reliable, and fault-tolerant database applications (Schönig, 2020). In conclusion, the paper will give the effects of the actions taken based on the lists generated by the created logic.

The impact of Covid-19 on customer journeys: implications for interactive marketing

PurposeThe Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the pandemic across different product categories and markets and how they affect the same post-pandemic. The authors propose directions for future research based on our analysis.Design/methodology/approachAnalyzing the components of customer utility, the authors provide the basis for the rapid shift towards online and digital touchpoints and the nature of emerging interactions between firms and consumers. The authors highlight those areas where changes could be permanent.FindingsThe authors show why some of the changes due to the Covid-19 pandemic could be permanent and irrevocable and what this implies for firms' strategies to acquire, retain, and grow their business with their customers.Originality/valueThe authors highlight why omnichannel strategies are the way for firms to thrive in the post-pandemic marketplace, and outline areas for future research that will allow researchers to examine how customer journeys will evolve post-pandemic.

The role of psychological contract violation in shaping spurious loyalty

PurposeThis study explores the impact of brand's psychological contract violation on customers' spurious loyalty, via the mediating effects of customers' brand commitments (affective commitment, calculative commitment and normative commitment) and the moderating effects of justification for violation and nostalgia proneness in the link of psychological contract violation and three commitments.Design/methodology/approachBased on 427 valid responses collected from paper- and web-based survey questionnaires, a total of 21 hypotheses were tested by adopting a structural equation model, hierarchical regression technique and slope analyses.FindingsThe result indicates negative effects of psychological contract violation on customers' attitudinal loyalty and behavioral loyalty via affective commitment and normative commitment, as well as positive effects of psychological contract violation on customers' attitudinal loyalty and behavioral loyalty via calculative commitment. It explains the reason why some loyal customers show spurious loyalty after being psychological contract violated. Meanwhile, it also supports different moderating impacts of justification for violation and nostalgia proneness in these relationships.Originality/valueThis study underscores the importance of calculative commitment in mitigating the adverse effect of psychological contract violation on customers' loyalty. Also, managerial implications are put forward to prevent loyal customers from switching to a worse loyalty stage after being violated.

Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty

The main purpose of this study is to examine the antecedents of brand loyalty in the context of fast fashion industry. This study also highlights the role of social media (SM) marketing on value consciousness (VC), brand love (BL) and brand consciousness (BC). A self-structured questionnaire survey method was employed to collect data from 240 customers in Malaysia. Statistical analysis is performed based on the PLS-SEM approach to analyze the data. The results reveal that SM marketing has a significant effect on BC and BL in the fast fashion industry. The result demonstrates that SM has indirect positive impact on different stages of brand loyalty through BL and BC. This study is the first that investigates the impacts of social network marketing activities, VC, BL and BC on stages of brand loyalty. The findings can help marketers develop effective marketing strategies in order to build brand loyalty especially in the fast fashion industry.

Management of loyalty in developing a company’s brand on the Russian oil and gas B2B market

In this article, we consider the importance of lifestyle and preferences of the decision-makers as parts of management of loyalty in developing a company’s brand on the Russian oil and gas B2B market. We provide the definitions of the concepts of “brand” and “loyalty”, types of loyalty and development stages of a loyalty program. Additionally, we report the results of a marketing research for development of the loyalty program of the oil trading company (characteristics, opinions and preferences of the decisionmakers on the Russian market of light oil and liquefied hydrocarbon gas products).

Trust Dimensions Model in Creating Loyalty Stage for Service Consumers of Sharia Rural Banking

The purpose of this study was to analyze the model of trust dimensions in creating loyalty stage for customers of corporate services as well as to examine trust dimensions consisting of customer’s disposition to trust, cognitive trust and affective trust to loyalty stage which consist of cognitive loyalty, affective loyalty, conative loyalty, and action loyalty.The research is a quantitative study with a survey method on sharia corporate services in banking, based on banking data analysis with Structural Equation Modeling (SEM).The results showed that there is no positive effect between customer's disposition to trust and cognitive loyalty. Moreover, there is a positive effect between cognitive trust and cognitive loyalty, a positive effect between cognitive trust and affective loyalty, a positive effect between affective trust and affective loyalty, a positive effect between affective trust and conative loyalty. Finally, there is positive effect between affective trust and action loyalty.Based on the findings, it can be concluded that there is a relationship between trust dimensions and loyalty stage, although not all the trust dimensions can directly create loyalty stage, i.e. the customer’s disposition to trust dimension.

The chain of effects from brand personality and functional congruity to stages of brand loyalty

PurposeThe purpose of this paper is to identify the impacts of brand personality and functional congruity on various components of brand loyalty (i.e. cognitive, affective, and conative) by examining the moderating role of gender.Design/methodology/approachThe proposed model is examined by considering car as a product brand stimulus. Using a self-structured questionnaire, 263 usable responses are considered for data analysis by applying the structural equation modelling method.FindingsThe findings indicate that all hypotheses on the relationships between brand personality, functional congruity, and stages of brand loyalty are supported except for the relationship between brand personality and conative loyalty, whereby brand personality indirectly have impacts on conative brand loyalty via functional congruity. The outcome of the multi-group analysis shows that the impact of brand personality and functional congruity on cognitive, affective, and conative brand loyalty varies across gender groups.Practical implicationsThe results indicate that if marketing managers are willing to create cognitive, affective as well as conative brand loyalty among consumers, they ought to tally their consumers’ purchasing and evaluation criteria with the functional and symbolic attributes. If the target consumers were motivated to purchase the product based on the symbolic attributes (as preferred by females in the present study), more attention should be focussed on communicating and delivering the symbolic attributes during their marketing campaign; on the other hand, if the consumers were inclined to buy product based on the utilitarian functions (as preferred by males in the current study), more emphasis should be placed on the functional values and attributes.Originality/valueThis study is the first to utilise self-congruity and the elaboration likelihood model to explain the influence of brand personality and functional congruity on each component of brand loyalty within the automobile industry’s context. This study on the moderating role of gender shows that the effect of brand personality and functional congruity is different across gender groups. The findings can help marketers to design an effective brand positioning and marketing strategies in order to stay competitive.

English

The study was done in Ethiopia three cities. The success of any business is highly dependent on getting and maintaining customers. Many firms try to sphere their operations aiming customers through measuring customers’ satisfaction. Recent research findings indicated that satisfaction alone did not guaranty the long term survival. Loyalty is a better indicator in this aspect since it incorporates satisfaction as an antecedent factor. This study was conducted to investigate influential factors of brand loyalty, and different loyalty level of beer consumers in Ethiopian context that would shed light on other developing countries too. The research approach was quantitative wherein the two best known brand loyalty measurement models have been used. Data was collected via questionnaires from 400 respondents consuming two dominant brands in the selected three cities. The software used for analysis was statistical package for social sciences (SPSS) statistics version 20. Principal components analysis was used to analyze the data determine, and the main components that are statistically and practically significant. The findings indicated that among 13 brand loyalty influences identified in the model, brand trust, breweries marketing activity, culture, repeat purchase and the combination of brand relevance and brand performance had the highest influences on consumer loyalty. The study concluded that the level of brand loyalty of beer consumers were not in one loyalty stage and almost 1/3 consumers were not totally loyal for their respective beer choice. The result of the research clearly indicated that breweries must focus on the ten most significant brand loyalty factors, and adjust their overall marketing strategy according to the beer consumers’ loyalty level. Due to brand proliferation of beers in Ethiopian context, the level of brand loyalty has to be taken as segmenting criteria to develop marketing strategies and decisions. The research is done in two brands, and the geographic coverage consists of three major cities, thus this research could be done at large scale by taking into account geographic and demographic difference of beer consumers Key words: Beverage, brand, customer, loyalty, model, satisfaction.

Private labels importance across different store loyalty stages: a multilevel approach

PurposeThe purpose of this paper is to understand the importance of private labels (PLs) offered by each retailer on store loyalty, combining different loyalty-driven factors and assessing the importance of PLs on different loyalty stages – attitudinal and behavioural store loyalty.Design/methodology/approachData were collected through a questionnaire (online survey) run in Portugal (n=469). Multi-level regressions were run to estimate the different loyalty models (base and full models) on each loyalty stage.FindingsResults stress the positive contribution of PLs on consumers’ loyalty across different loyalty stages. However, findings suggest that this relationship may not be as strong as suggested in earlier studies. Findings highlight the importance of distinguishing between attitudinal and behavioural loyalty, emphasizing the complexity of the consumer loyalty construct and that multiple store-related factors can positively contribute to it.Research limitations/implicationsData were collected in one single country. It would be interesting to collect similar data in other countries in order to assess the extent to which results prevail across different competitive and cultural contexts.Practical implicationsFindings indicate that the loyalty factors that contribute to store loyalty are not homogeneous across the different loyalty stages, strengthening the idea that retailers should adopt different loyalty strategies depending on the loyalty stage its target customers are in.Originality/valueThis study is the first of its kind combining in a single framework the loyalty towards the retailers’ brand, store-related variables (in-store and economic factors), and specific consumer and retailer characteristics across different loyalty stages.

Action loyalty: an integrated conceptual framework

The article presents an integrated conceptual framework for customer loyalty that incorporates both attitudinal as well as behavioural aspects of loyalty and proposes a model based on three parameters that covers a total of eight different stages of loyalty including 'action loyalty'. The contention of 'action loyalty' posits that a customer with 'action loyalty' for a brand purchases the preferred brand product or service against all odds and at all costs. The proposed model explains different stages of loyalty by considering various hypothetical situations. In turn, these situations can be related with any brand which will help the brand to match its current position with one of the loyalty stages in the model and also to switch from one stage to another in order to achieve absolutely loyal customer.

The influence of personal values and demographic variables on customer loyalty in the banking industry

Purpose – Even though personal values are considered an important variable in consumer studies, rarely has it been related to customer loyalty, especially in the banking context and considering the different loyalty phases. Hence, the purpose of this paper is to investigate the influence of personal values on loyalty phases in the private banking industry, taking into account the moderating influence of demographic variables. Design/methodology/approach – After developing a theoretical framework based on the relevant literature, a research model is proposed and empirically tested with data from a survey with 891 bank customers from Brazil. Hypotheses of moderation were tested using structural equation modelling technique. Findings – Results suggested that customers that place more importance on growth and achievement as personal values are less loyal to their bank, considering all four stages of loyalty. Moreover, this effect was more pronounced for female, older and high-income consumers, supporting the moderating effect of these demographic variables. Research limitations/implications – One of the limitations was that the sample was not probabilistic. To compensate this issue, the authors have used the approach of splitting the sample and use one for calibration and other for estimation. Another limitation was the small subgroups of high and low education, which might be responsible for the nonsignificant finding, due to low statistical power in the z-test. Future studies should consider using quota samples in order to have sample size greater than 150 cases in each category of variables such as age, education and income. Practical implications – This study emphasizes the relevance of personal values, especially the dimensions of growth/achievement and security/social affiliation, and demographic variables when considering customers’ loyalty in the private banking industry. Managers should give different treatment for customers in distinct loyalty stages and with different demographics, thus increasing the customer orientation and segmentation efficacy. Originality/value – The study tests a theoretical model that analyses the influence of two dimensions of personal values on loyalty, with originality on the loyalty phases (from cognitive to action) and the contingent effect of demographic variables, such as gender, age, education and income. Moreover, the model is tested in a sample of private banking customers from an emerging market, i.e., Brazil.

Word-of-mouth and viral marketing activity of the on-line consumer: the role of loyalty chain stages theory

Given the undoubted importance of word-of-mouth (WOM) and viral marketing activity (VMA) for e-retail websites, the purpose of the paper is to examine the relationships between each of the loyalty stages (e.g. cognitive, affective, conative and action loyalty), as well as WOM and VMA. Using loyalty stages theory, a theoretical model was proposed and tested amongst the retail website customers. Data were collected from 509 e-retail customers using a questionnaire survey. Structural equation modelling was used to test the proposed hypotheses. Results found support for the loyalty stages theory. WOM activity was found to be significantly influenced by a consumer's conative and action loyalty, while increased affective loyalty stage was significantly related to VMA. Online retailers need to direct their efforts towards integrating the four components of the loyalty chain for enhancing the WOM behaviour and VMA. For enhancing the WOM behaviour of their website customers, online marketers need to strengthen their consumers' conative and action loyalty levels, and for enhancing the VMA, they should focus on enhancing the affective loyalty level. This paper contributes to the literature by identifying the differential impact of the loyalty stages on WOM and VMA.

Estudio del Proceso de Fidelización del Consumidor Final

Para cada negcio importante para manter uma clientela fiel a ele para ajud-lo a sobreviver no tempo. Esta situao ainda acentuada na medida em que aumenta a concorrncia e aumenta incerteza. No momento estas so duas caractersticas que so realmente desenvolvidos. Por causa da profunda crise em que estamos, e outros elementos, tais como a globalizao eo desenvolvimento de novas tecnologias e sistemas de comunicao que enfrentamos um cenrio manifesta enorme concorrncia e incerteza encontrar. , portanto, mais do que nunca necessrio conhecer em profundidade como conseguir clientes para ser leal, e desenvolver verdadeiras estratgias de fidelizao. Neste artigo, apresentamos seqencial de formao abordagem lealdade do consumidor a fim de aprofundar a compreenso do conceito. Alm disso, podemos concluir estudar o efeito combinado dos custos de comutao como um elemento que promove a continuidade com a relao. Isso d ao consumidor faz um processamento cognitivo mais informaes em suas primeiras avaliaes do servio recebido e, portanto, em seus estgios iniciais de lealdade. medida que o processo avana o comportamento do consumidor torna-se mais direta e mecnica, de modo que o vnculo cliente-empresa pode dizer que mais forte.DOI: 10.5585/remark.v12i4.2500