Role In Customer Loyalty Research Articles

The role of customer loyalty as a brand extension purchase predictor

The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e. over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioral and attitudinal components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as the dependent variable (1 = buy; 0 = no buy) and behavioral loyalty and attitudinal loyalty as independent variables. Results show that attitudinal loyalty plays a significant role as buying predictor, but this depends on the NTPS offered. Theoretical and managerial implications are derived.

Relationship marketing management: Its importance in private label extension

Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is the use of the relationship approach to explain private label loyalty and the success of store brand extension strategies. Drawing upon a sample of 434 individual and using EQS software, this study shows that customer experience, satisfaction, trust, and commitment to private labels play an important role in customer loyalty toward private labels in convenience goods, increasing consumers' propensity to buy private labels in new categories such as durable goods. Generating trust and commitment, which ultimately result in loyalty, is therefore a strategic goal and a source of long-term profitability for retailers.

Determinants of Consumer Happiness and its Role In Customer Loyalty

Consumer happiness is the important area of research for marketers as happy consumer is the satisfied consumer of a company which generates significant revenue for the company. This research is conducted for the very same reason to find that what are the different factors which make consumer happy. Study identifies different determinants of consumer happiness and checks their influence on student’s happiness. Study selected four private universities. The four universities were Preston University, Cecos University, Abasyn University and City University of Science and Information Technology Peshawar Pakistan. The data collected through a structured self administered questionnaire at 5 point lickert scale from 100 students of above mentioned universities. Study use SPSS 19 for the analysis purpose and conduct descriptive analysis, correlation and multiple regression for the findings. Findings of the study shows that Rationality, situation and culture are the prominent antecedents of consumer happiness which play major role in making consumer happy towards various brand of different firms.

Balancing Market Share Growth and Customer Profitability: Budget Allocation for Customer Acquisition and Retention

This study adds to the knowledge of budget allocation for customer acquisition and retention spending in an inertia segment. The results indicate that when retention spending surpassed the optimal budget allocation, increased spending did not grow the expected value of customer equity. Since the inertia segment is comprised of loyal customers, an examination of brand equity and its role in customer loyalty and its influence on customer equity are discussed.

Service Quality vs Price: The Moderating Role of Customer Loyalty

Service Quality vs Price: The Moderating Role of Customer Loyalty