Service Brand Research Articles

Influence of social media marketing in building relationship between brand loyalty of tourism products and products service quality

Social media is an influential objective for most industries. Organizations in every sector are willing to implement this technique for achieving several business goals. Some of them are brand loyalty and service quality. The current study analyses these specific objectives in the tourism sector. The AIDA model has been considered in this scenario, where five hypotheses are generated. Instagram has been selected as the selected social media platform, as 45% of respondents preferred it. The study includes a primary research method surveying 51 respondents and evaluating the quantitative data using SPSS. The KMO and Bartlett’s Test indicated a reading of 0.932, which describes the reliability of the sample. The statistical value provides that there is a strongly positive relation (R-0.960; R2-0.922; 92.2%) between tourism brand and product quality in the sector. On the other hand, through Cronbach’s alpha, the results came as 0.997, which shows the high level of consistency between the variables. It has been further analysed that brand awareness, brand loyalty, and tourism product service are integral part of business objects that are related to social media marketing.

A Study on the Impact of TV ad Exposure on Search Volumes on App-based Service Brands: Focusing on the Moderating Effect of Industry Type and Search Language Type

A Study on the Impact of TV ad Exposure on Search Volumes on App-based Service Brands: Focusing on the Moderating Effect of Industry Type and Search Language Type

A quantitative exploration of service brand avoidance and its antecedents

A quantitative exploration of service brand avoidance and its antecedents

THE INFLUENCE OF RETAIL SERVICES AND SELLING BEHAVIORS ON CUSTOMER’S SATISFACTION, TRUST AND LOYALTY INTENTIONS IN RETAIL INDUSTRY OF PAKISTAN

This study examines the impact of retail services quality and selling behavior on customers’ satisfaction, trust, and store loyalty in case of high involvement products such as consumer electronics/home appliances in the context of Pakistan. The data was collected from 377 customers who completed the survey online. Respondents were particularly asked if they had any experience of buying such items recently and keeping in mind the purchase experience, rate the scale items accordingly. Factor analysis and multiple regression analysis were used for model testing. The study results show that store service quality and selling orientation strategy both have a significant impact on customer satisfaction, trust and store loyalty intentions. The study also involves the mediation analysis, satisfaction‐trust serving as mediator factor between two IVs (service quality and selling behaviors) and DV (store loyalty intentions). Results show that services quality and selling behaviour both have significant influence on store loyalty intentions. Further, satisfaction‐trust mediates the relationship between variables. The indirect path is significant which proves that satisfaction‐trust mediate the relationship between store attributes and consumer buying behaviour. The study has significant implications for multiple retail channels that can incorporate retail service quality and selling behaviour strategy (relational selling & consultative selling) to differentiate the retail brand services. Retailers of high involvement products category heavily relying on the selling skills and behaviour of salesperson/employee, can benefit from the study to implement retail brand positioning strategy.

The method of rational organization of maintenance of light commercial vehicles of foreign production using specialized diagnostic tools at the motor transport company in cooperation with the branded service stations

The article describes a method of rational organization of maintenance and repair of light commercial vehicles of foreign production using specialized diagnostic tools with the diagnosis in cooperation with branded service stations (BSS). The main purpose of using technical diagnostics tools is to reduce the time losses that occur when sending vehicles for maintenance, and to reduce the cost of maintenance and repair of foreign-made trucks undergoing maintenance and repair at a motor transport company (MTC) and at branded service stations. A simulation model is used as a tool for assessing the economic efficiency of various options for cooperation between a motor transport enterprise and a branded service station when performing maintenance and repair of light commercial vehicles of foreign production. The objective function of the simulation model contains components that estimate the loss of profit from the downtime of vehicles in the maintenance and repair area and the cost of organizing maintenance at the enterprise in cooperation with the company’s service station. A comparative analysis of each variant of the organization of cooperation is carried out with and without taking into account the use of diagnostics. The currentness of the described methodology is explained by the fact that in the field of production of services for maintenance and repair of light commercial vehicles, fundamental changes have occurred, caused by a change in the form of ownership of both transport enterprises and maintenance and repair enterprises. In addition, the widespread use of foreign-made light trucks has led to the emergence of branded service stations that have licenses to service and repair foreign cars during the warranty period. This circumstance fundamentally changes the scheme of servicing these vehicles and increases the downtime of expensive foreign-made cars for organizational reasons.

THE INFLUENCE OF SERVICE QUALITY, PRICE AND BRAND IMAGE ON TELKOMSEL CUSTOMER LOYALTY OF IPB POSTGRADUATE STUDENTS

The study aims to find out how the influence of service quality, price, and brand image on Telkomsel customer loyalty for IPB postgraduate students and to find out what the most influential variable on customer loyalty. This study used 95 students of IPB Postgraduate who have used The Telkomsel Card in The Jabodetabek area and in the last 2 months. This study used non-probability sampling technique with judgmental sampling. The data were collected by online questionner with a Likert scale between 1 to 5. The multiple linear regression analysis was used to test the model. The data processing of this study used SPSS 24.0. The result of this study with F test has shown that the service quality, price, and brand image simultaneously can explain the variable of customer loyalty. The next result with the T test has shown that price has a positive and significant effect on customer loyalty.

Effect of Service Quality, Tariff Perception and Brand Image Toward Costumer Satisfaction

The main objective of this study was to understand the effect of service quality, price perception, and brand image on customer satisfaction at an Old Man Barbershop haircut business from 2019 to 2020, totaling 700 customers. To facilitate data collection, we used a sample of 100 people as a correspondence obtained through a purposive sampling technique. Meanwhile, our data analysis method used multiple linear regression analysis. The results of the multiple linear regression analysis show that service quality, price perception, and business image have a significant effect on the satisfaction of Old Man Barbershop service users. Thus, the results are expected to be useful input for many interested parties, especially barbershop entrepreneurs and similar business practitioners so that they can improve and maintain service quality, price rates, and brand image to increase customer satisfaction, especially Old Man Barbershop.

Preditores da correspondência intenção-compra e dos níveis de reforço programado de marcas de especialidade

Objetivo: Aferir quais variáveis do ambiente do varejo e da história de aprendizagem dos consumidores influenciam a efetividade de planos de compra (correspondência intenção-compra) e as compras de marcas com níveis de reforço programado (utilitário e informativo) no varejo de produtos duráveis de especialidade.Método: Conduzimos uma pesquisa quase-experimental, operacionalizada em ambiente natural com 109 compras realizadas por 99 clientes dentro de uma rede varejista. Utilizamos regressões logísticas para cálculo dos efeitos de probabilidade nas variáveis dependentes.Originalidade/Relevância: A pesquisa mostra os efeitos de variáveis situacionais versus disposicionais do consumidor nas aquisições reais de marcas de produto durável de especialidade, contrastando com pesquisas anteriores de marcas de produtos ou serviços de alta frequência de compra e/ou em compras simuladas. A investigação acerca de efeitos no comportamento de compra real em ambiente natural tem sido rara nas pesquisas em consumo.Resultados: Os resultados revelam que apenas a história de aprendizagem é preditora para efetivar os planos de compra dos consumidores e que ela, em conjunto com as variáveis do ambiente de varejo, influenciam as compras de marcas que levam a diferentes níveis de reforço programado (utilitário e informativo) de produto durável de especialidade.Contribuições teóricas/metodológicas: O estudo utilizou o Modelo da Perspectiva Comportamental para interpretar o fenômeno. Ele tem sido útil para explicar as dinâmicas do consumidor, contextualizando as respostas emitidas e as possíveis consequências informativas e utilitárias propiciadas pelas compras.

BUILDING TRUST THROUGH SERVICES QUALITY AND BRAND IMAGE TOWARDS DECISION IN CHOOSING FINANCIAL INSTITUTION AT PT. SUMMIT OTO FINANCE (CASE STUDY PT. SUMMIT OTO FINANCE KEDOYA BRANCH, WEST JAKARTA)

This research aims to explored and analyzed those impact which relate to service quality and brand image in building trust and the decision to choose Oto Finance as financing institution used. The population were customers from PT. Summit OTO Finance which amounted to 9,302 customers until 2019, while the sample amounted to 155 respondents. The analysis technique that used in this research was Structural Equation Modeling (SEM) by Lisrel software. The results showed that: 1) There had partially positive and significant influence from service quality variables on trust; 2) There had partially positive and significant influence of the brand image variable on trust; 3) There had partially positive and significant impact of service quality on decision to choose; 4) There had partially positive and significant influence from brand image variable on decision to choose ; and 5) There had positive and significant influence from the trust variable on decision to choose.

Affective commitment, service quality and selected sub-dimensions of customer citizenship behaviour: a study of ride-hailing services

PurposeMarketing literature has made little progress on the connection between service quality and customer citizenship advocacy, helping and feedback sub-dimensions that may promote competitiveness. It is also unclear to what extent service quality may serve as an underlying motivation for explaining the relationship between affective commitment (a primary antecedent of customer citizenship) and the selected sub-dimensions. Consequently, the aim of the current research is to develop a customer citizenship behaviour model and address these matters in a peer-to-peer service context.Design/methodology/approachSurvey data were collected from 610 customers of a ride-hailing peer-to-peer service brand. Data analysis included structural equation modelling and bootstrapping.FindingsAffective commitment influences service quality. Service quality motivates customer citizenship behaviours directed towards the ride-hailing brand (feedback) and other customers (advocacy and helping). Service quality provides an indirect path for connecting affective commitment with the customer citizenship behaviours in varying degrees.Originality/valueThis study is the first to verify the relevance of all three customer citizenship behaviours in a single model as influenced by service quality. The current research is further a step forward in understanding the mediating role of service quality and its potential to ensure customers' feelings of attachment towards the brand are translated in citizenship actions. The findings are noteworthy, considering the varying service levels generally experienced in a peer-to-peer service environment. Peer-to-peer service brands may fall back on their emotional connection with customers to influence service judgements and ultimately benefit from customer citizenship behaviours.

Ethnobranding and its role in increasing the investment and tourist attractiveness of rural areas in the context of the coronavirus pandemic (on the example of the Bashkir TRANS-Urals)

This article uses the example of the Bashkir TRANS – Urals-South-Eastern regions of the Republic of Bashkortostan to describe the prospects for using ethno-branding tools in regional and municipal management of rural development in terms of increasing their investment and tourist attractiveness in the context of the coronavirus pandemic. From the authors' point of view, the regions of the Bashkir TRANS-Urals have a number of competitive advantages, including a rich history, unique tourist and recreational resources, and preserved traditions and customs of the indigenous Bashkir population. But in order for these advantages to contribute to the growth of investment and tourist attractiveness of these rural areas, it is necessary to create recognizable and most attractive images, ethnobrands through the active use of tools of territorial marketing and branding, in particular, ethnobranding. To increase the effectiveness of territorial ethnobranding, the authors justify the need to consolidate the efforts of Federal, regional and local authorities, the business community, research and educational institutions, and private firms professionally engaged in marketing, branding, advertising, and promotion of goods and services. City and district Administrations, business incubators in Ufa, Sterlitamak, Salavat, Oktyabrsky, information and consulting centers of municipalities, Universities, Colleges, institutions of the Russian Academy of Sciences, and well-known consulting firms can act as coordinators and consultants in matters of territorial marketing and branding. The authors concluded that the active use of regional and municipal management tools tobringing should contribute to more effective promotion of products and services from local producers to national and international markets, increase their investment and tourist attractiveness, growth of the tourist flow in South-Eastern Bashkortostan, increase employment and quality of life of the villagers.

BRAND PERSONALITY TOWARD ATTITUDE AND BEHAVIORAL INTENTIONS VIA BRAND PERSONALITY APPEAL ON GRABBIKE

The first purpose of this study is to investigate whether each of brand personality dimension variables has a direct influence to brand personality appeal or not. The second purpose is to demonstrate the utility of brand personality appeal as a mediator as if each brand personality dimension variables has an indirect significant impact towards attitude and behavioral intentions through brand personality appeal in the context of online ride hailing service brand. Data used obtained from direct distribution questionnaires to 140 respondents. Statistical analysis was conducted using SMARTPLS 2.0. Research findings can be summarized as follows. First, Responsibility, Activity, and Aggressiveness Brand Personality has a direct influence and statistically significant in order to predict Brand Personality Appeal. Second, Responsibility, Activity, and Aggressiveness Brand Personality actually has a similar indirect influence and statistically significant in order to predict Attitude and Behavioral Intentions via Brand Personality Appeal.

Assessment of Efficiency and Sustainability of Housing Plan in Khartoum

This study aims to investigate the efficiency and adequacy of Sudan Housing Plan that aims to attain the goal of the provision of comfortable and affordable houses for those who get a low income. Two districts were chosen as a study area. Alazhari Block 3 and Alawda housing project located in the south of Khartoum. BK3 representing the sites and service brand, furthermore, Alawda represents core buildings (flats) type. Both areas have been monitored for 16 years (2004 - 2020) using satellite imageries, local services committee queries, and field surveying. The study showed that only 34% percent of the 678 parcels of BK3 was built up and only 3% of the buildings were occupied for 30 years, suffering the deficiency of basic services, while 100% of Alawda 1216 flats were built and occupied with full services in 3 years. This gives the credit of efficiency and adequacy to the core type on the site and services type.

Assessment of Efficiency and Sustainability of Housing Plan in Khartoum

This study aims to investigate the efficiency and adequacy of Sudan Housing Plan that aims to attain the goal of the provision of comfortable and affordable houses for those who get a low income. Two districts were chosen as a study area. Alazhari Block 3 and Alawda housing project located in the south of Khartoum. BK3 representing the sites and service brand, furthermore, Alawda represents core buildings (flats) type. Both areas have been monitored for 16 years (2004 - 2020) using satellite imageries, local services committee queries, and field surveying. The study showed that only 34% percent of the 678 parcels of BK3 was built up and only 3% of the buildings were occupied for 30 years, suffering the deficiency of basic services, while 100% of Alawda 1216 flats were built and occupied with full services in 3 years. This gives the credit of efficiency and adequacy to the core type on the site and services type.

Providing a model for brand strength in banking industry using yazd city banks

Brand is one of the most valuable assets of the organization invested and developed over time, creating competitive power for organizations, and allowing organizations to create long-lasting relationships with their customers. A strong brand name helps businesses differentiate themselves in the marketplace and explain why their products and services are capable of meeting customer needs in a unique way. Commercial-service naming has become an important issue in recent years for marketing experts and scholars. The research aims to provide a model for brand strength in the banking industry. The present research seeks to develop and test a model in the area of brand services. A web-based survey was undertaken to collect data from the sample of 194 customers of Yazd city bank. The results indicate that brand evidences have direct impact on a brand association and attitude toward the brand. Also, hearing of a brand has direct impact on a brand’s evidence and attitude toward the brand. Attitude toward a brand has direct impact on brand strength.

Motivations of guests contributing sWOM on social media: a case in Vietnam

PurposeThis paper examines whether guests contribute sWOM (social word of mouth) on different SNSs (social networking sites) regarding various personal motivations. SNSs have changed the way guests eat and experience their food and dishes. Marketing managers have effectively targeted SNSs as a marketing tool, yet have little research about drivers of guests' sWOM contribution on SNSs has been done. A model including the significant motives: (1) experiences, (2) opinion leadership, (3) reflection of self and (4) need for unique is tested to investigate their positive effects on contribution behavior of social media guests.Design/methodology/approachThe data collected from 411 guests by using the snowball method was used for analysis. The structural equation modeling was applied to examine the relationships among the constructs and test the eight proposed hypotheses.FindingsResults reveal that experiences, opinion leadership, reflection of self and need for unique were positively associated with contributing sWOM of restaurants. Furthermore, those who have positive experiences tend to be opinion leadership and reflection of self. And guests who show reflection of self, they are more likely to have opinion leaders and show need for uniqueness. Our study expands the existing frameworks of sWOM contribution by identifying various motivations and labeling sWOM. Findings provide restaurant managers with managerial implications for online marketing strategies on SNSs to attract sWOM contribution among guests.Research limitations/implicationsIt has some limitations while discovering the motivations of positive sWOM contribution. First, we only focused on the motivation of contributing positive sWOM, while negative sWOM received many arguments in changing attitudes toward buying products or services. Second, we collected data in Vietnam only without comparing with different countries. Future research could explore further cross-cultural perspectives to fill the gap. Third, this study explored sWOM contribution in service environment, sWOM contribution from service context may be slightly different from those of product brands.Practical implicationsThese findings highlight the motivations of sWOM contribution that restaurant managers must recognize and make use of it. SNSs have given power to consumers to post everything at anytime and anywhere they like, therefore restaurant managers need to deeply understand why their consumers contribute sWOM. In digital era, customers and guests have become the ultimate tools for promoting product or service brands. The marketing managers should create an online platform in order to facilitate their consumers to discuss their brand frequently (Charu et al., 2018). Restaurants should have policies to push positive eWOM maximally and also reduce advertising costs.Originality/valueThis is one of the first studies on sWOM contribution of what motivate guests to contribute their sWOM on SNSs. Theoretically, this study offers deep insights into the links between various motivations and sWOM in foodservice context. Managerially, understanding these motivations allow marketing managers create effective policies that motivate guests to contribute positive word of mouth.

Validating a consumer-based service brand equity (CBSBE) model in the airline industry

Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for service-dominant brands, mainly because the role of customer experience with services is often disregarded. Also, the absence of two essential components, brand consistency and perceived value, signals a lack of depth in creating service brand equity. To address these gaps, we examine service-branding theory by conceptualizing and validating a consumer-based service brand equity (CBSBE) model in Sarker et al. (2019) in the context of airlines. Airline service direct experience and brand consistency are highly important aspects for strengthening brand equity components of services. Subsequently, maximizing perceived value, followed by creating favorable brand meaning are the nucleus of branding services. Using the most advanced PLS-SEM techniques, our CBSBE model is highly robust in explaining the theoretical notion of creating service brand equity. Thus, achieving a pleasant and desirable experience and maintaining consistency across direct service touchpoints would be an effective strategy for service organizations.

EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT

Social media can be used at any time of the day and the easy accessibility of social media thanks to mobile devices offers marketers great opportunities to reach consumers using social media. The impact of social media on brand loyalty, E-WOM and intention to purchase is undoubtedly important. This study aims to investigate the effect of social media marketing on brand loyalty, electronic word of mouth communication and purchase intention, as well as the effect of brand loyalty and E-WOM on purchase intention. The sample of the study consists of 375 students from Yüzüncü Yıl University, following product or service brands on social media. Structural equation modeling was used to analyze the obtained data. In the study, it was concluded that social media marketing had a positive effect on brand loyalty and E-WOM, there was no positive effect on purchase intention and brand loyalty had a positive effect on purchase intention but EWOM had no positive effect. According to the findings, though it does not affect the intention of buying directly, social media marketing will increase the purchase intention indirectly because it has a positive effect on brand loyalty. According to the findings, social media marketing is very important for businesses.

Mixed-use Smart Tourism Service Brand based on New Technology of the Fourth Industrial Revolution

Mixed-use Smart Tourism Service Brand based on New Technology of the Fourth Industrial Revolution

A theoretical perspective on consumer brand engagement

Consumer brand engagement has a major impact on the output and the revenues of a company. Consumer engagement refers to a psychological state which is directed towards an engagement object. The engagement object can be of various types such as a product or a service brand, organisation, organisational entities etc. This paper presents a theoretical perspective of consumer brand engagement and its dimensions. Descriptive research design has been used to study the construct consumer brand engagement through secondary data. The research highlights consumer brand engagement as a contextdependent and multi-dimensional concept comprising affective, behavioural and cognitive dimensions. The positively valanced consumer engagement cause favourable affective, behavioural and cognitive brand related activities which led to increase in positive word-of-mouth and brand usage whereas negatively valanced consumer engagement cause brand-denial, rejection and negative word-of-mouth. Positively valanced consumer engagement can open myriad opportunities for the marketers whereas the negatively valanced consumer engagement can be detrimental for the brand. The paper also attempts to highlight the challenges in consumer brand engagement.