Search results for "asiakasuskollisuus"

Does airlines’ eco-friendliness matter? Customer satisfaction towards an environmentally responsible airline

2022

The looming climate crisis requires an immediate response, also on an individual level. Consumers are being asked to reduce and replace their carbon-intensive consumption behaviors. One of the consumption behaviors with the largest impact is air travel. The growing awareness among consumers has led to the advent of flight shaming, which could seriously endanger airlines' existing business models. One way for airlines to respond to this threat is by becoming more eco-friendly. We therefore wanted to study whether the environmental responsibility of an airline could be positively associated with customer satisfaction and whether that could translate into more customer loyalty towards an eco-f…

Koetun arvon ja asiakastyytyväisyyden vaikutus asiakasuskollisuuteen

2017

Asiakkaan kokema arvo on ollut viime vuosina paljon esillä, kun on pohdittu, miten yritykset voisivat houkutella uusia asiakkaita ja säilyttää nykyiset kannattavat asiakkaat. Menestyäkseen yrityksen tulee erottautua kilpailijoista, ja asiakasarvon luominen on keskeistä kilpailuedun rakentamisessa. Markkinoinnin tutkimukset ovat keskittyneet pitkälti asiakastyytyväisyyden ja asiakasuskollisuuden tutkimiseen. Lisäksi tutkimukset ovat kohdistuneet useammin kuluttajasektorille ja kulutustavaroihin kuin b2b-sektorille ja palveluiden kontekstiin. Tämän tutkimuksen tavoitteena oli selvittää, vaikuttaako asiakkaan kokema arvo asiakastyytyväisyyteen ja asiakasuskollisuuteen. Tutkimuksessa koettu arv…

Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content

2023

The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers’ brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples, with a total of 97,709 respondents. The study synthesizes previous research to develop a conceptual framework around the dimensions of brand loyalty (cognitive, affective, and conative loyalty), user-generated and firm-generated social media content attributes, and the moderating effects of contextual characteristics and control variables. S…

What Drives Negative Electronic Word-of-Mouth Online?

2018

The online environment has highlighted the role of negative experiences and emotions by enabling fast and widespread publicity. Recent research has introduced both word-of-mouth and engagement as central concepts relating to negative communication online. In the field of public relations, the previous literature has mostly addressed negative engagement through individual topics such as reputation and crisis communication, but there has been little attention to the different forms it takes. By utilizing recent literature on word-of-mouth (WOM), negative word-of-mouth (nWOM), and electronic word-of-mouth (eWOM) communication, we propose negative electronic word-of-mouth (neWOM) as a rising ph…

Customer-Brand Relationships in the Context of Digital Brands

2022

This qualitative study investigates customer-brand relationships between customers and digital brands. This study aims to describe different digital brand relationship types, and their manifestations among young adult customers. The data collection was conducted in 2021 by interviewing fourteen Finnish adults aged 22-31 years. The findings categorize the customer-brand relationships into four relationship types, according to the relationship strength from weak to strong. Brand liking lacks emotions and is characterized by low commitment towards a digital brand. Brand attachment includes having a slight barrier of digital brand replacement, and emotions towards the brand are weak. Brand lovi…

The Role of Social Capital in Shaping Consumer Engagement within Online Brand Communities

2018

Jana Lay-Hwa Bowden, Jodie Conduit, Linda D. Hollebeek, Vilma Luoma-aho, and Birgit Andrine Apenes Solem

Asiakastyytyväisyys palveluun ja asiakasuskollisuus yritys X:n tapauksessa

2006

The effects of perceived value, satisfaction, and advertising on share of wallet and word of mouth in a retailing context

2016

Customer loyalty as a topic has been of interest to managers and researchers for several decades. There are a few antecedents for explaining customer loyalty in marketing literature, and researchers have discussed the consequences of loyalty. The reason for interest toward loyalty is the wide assumption that loyal customers have higher retention rates, they buy more, and are more willing to share by word of mouth (WOM) and electronic WOM (eWOM). This is why loyalty is linked to companies' financial performance. The aim of this study was to investigate perceived value (PEVA) and customer satisfaction as the antecedents of loyalty outcomes, such as share of wallet (SOW) and WOM in a retailing…

Kumppanuus markkinointistrategiana ja liiketoiminnallisena mallina : case: Sanomalehtitalo Keskisuomalaisen kumppanuusstrategia

2002

Examining the Impact of eWOM-triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement

2021

Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of eWOM-triggered customer-to-customer (C2C) interactions on travelers’ post-eWOM behaviors (i.e., repurchase and customer engagement) in a cross-cultural context. Drawing upon cognitive dissonance theory, a scenario-based experiment was conducted using a sample of 461 African tourists with recent intracontinental travel experience. Our findings suggest that a customer’s repurchase intention and engagement in social media C2C interactions are significantly influenced when their eWO…