Search results for "loyalty."
showing 10 items of 205 documents
Excellent products or servitisation? Analysing retailers’ preference before and after a loyalty programme
2016
This paper compares two manufacturer strategies focused on their retailers: (i) product strategy and (ii) service process strategy (before, during, and after selling). Additionally, the role of time in the manufacturer–retailer relationship is measured, testing the relevance of both strategies: before and after a loyalty programme. To this end, a sample of 51 international retailers who work with a furniture manufacturer throughout the time were contacted in two different periods of time: in 2009, before implementing a loyalty programme, and in 2012, after implementing a loyalty programme. Results probe the importance of the service strategy compared to product strategy to explain retailers…
Barcelona and SEAT, a History of Lost Opportunity: Corporate Marketing, Nation Branding, and Consumer Nationalism in the Automotive Industry
2015
Why is there no SEAT Barcelona? Barcelona is a well-named place brand, but SEAT consciously has disassociated itself from its geographic origins. This seems rather strange decision if one takes into account the increasing importance of the place-of-origin effect in automotive industry. This article describes how SEAT has constructed its Spanish identity and hidden its Catalan-Barcelona origins, and discusses SEAT’s own growing “denationalization” because of the acquisition by Volkswagen Group by using banal nationalism to gain the loyalty of the country’s nationalist consumers and to fashion a corporate image in line with Spain’sMarca España, or national brand. Through this decision, SEAT h…
El papel de la confianza, la imagen y los valores compartidos en la creación de valor y lealtad: aplicación a la relación egresado-universidad
2014
ResumenEl presente estudio plantea una aplicación del marketing de relaciones en el ámbito de la educación superior, específicamente la relación egresado-universidad. El modelo propuesto aporta variables poco estudiadas en este ámbito y tiene como objetivo estudiar el papel de la confianza en la relación egresado-universidad, sus posibles antecedentes y sus consecuencias. Los resultados muestran cómo la imagen de la universidad, la satisfacción y los valores compartidos de los egresados influyen positivamente en la confianza, la cual, a su vez, afecta al valor percibido y a los niveles de lealtad. Las conclusiones e implicaciones aportan conocimientos innovadores con relación al mantenimien…
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
2016
The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…
El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia d…
2013
ResumenEl presente trabajo plantea como objetivo conocer cómo afecta la imagen de marca privada a la formación del valor de marca del establecimiento; en el estudio de esta relación cobra especial consideración la posible influencia del conocimiento de la marca privada como oferta propia del establecimiento. Desde una perspectiva empírica, se analizan los establecimientos Decathlon, a partir de la opinión de 300 consumidores. Los resultados obtenidos en la investigación muestran la importancia de fortalecer una imagen de marca privada positiva y favorable, como medio para la construcción de una sólida imagen de la tienda que, a su vez, también repercute en la creación del valor del establec…
The theme park experience: An analysis of pleasure, arousal and satisfaction
2005
Abstract This article analyses how visitor emotions in a theme park environment influence satisfaction and behavioural intentions. Emotions consist of two independent dimensions, i.e. pleasure and arousal. Two competing models were tested. The first model is derived from the environmental psychology research stream as developed by (An Approach to Environmental Psychology, MIT Press, Cambridge, 1974), where the visitor's arousal generates pleasure and, in turn, approach/avoidance behaviour. This emotion-cognition model is supported by Zajonc and Markus (1984). The second model to be tested is based on Lazarus’ (Emotion and Adaptation, Oxford University Press, New York, 1991) cognitive theory…
Using the Electronics Development Advantage in Creating a Buzz for the Airline Passengers
2013
More and more airlines are trying to show their customers their ability to understand their needs, the market trends and the importance of technology in their lives. In response to the rapid development of the consumer electronics, the airline companies focus their attention on offering their customers the possibility to book a flight or check-in using a smartphone, spend time watching movies or be connected to the internet during the flight. Customers search for airlines who are more ”tech-geek” and opened to new technologies, which allows them to rate the airline companies through apps or connect more often with the airline through social-media. Technology has become an important part in …
Emotional and Altruistic Values as Drivers for a Loyalty-Based Segmentation in Retailing: An Approach to Postrecession Spanish Apparel Consumers
2016
ABSTRACTResearch on consumer behavior has supported the usefulness of the experiential approach to explain shopping and consumption in the context of retailing. The present article aims at assessing the soundness of an extended experiential value concept for segmenting apparel retail customers in terms of their loyalty toward the store. A CHAID algorithm based on a sample of postrecession Spanish apparel retail customers has identified three segments of customers with differentiated levels of loyalty toward the store: play (emotional value) and ethics (altruistic value) are the most relevant variables for defining these segments.
Relationship marketing management: Its importance in private label extension
2014
article Trust Commitment Experience Loyalty 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 commit- ment to private labels play an important role in customer loyalty toward private labels in conveni…
Markenpersönlichkeit als Determinante von Markenloyalität
2002
Brand personality, a crucial part of brand image, can be conceived as a key to the emotional qualities of a product. To demonstrate the potential value of a brand’s personality for consumers and companies, we investigate consequences of congruity between brand personality and consumer self-concept from a post-purchase perspective. We use brand loyalty as an ultimate dependent variable for our model. In order to improve the understanding of self-congruity, we also introduce determinants of congruent consumer-brand relationships. For the first time, an application of self-congruity theory is embedded in a causal-analytical framework. The proposed framework provides insight into consumer-brand…