Search results for "loyalty."
showing 10 items of 205 documents
The role of the brand in driving online loyalty for multichannel retailers
2015
Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline presence to drive customers to buy online. Our paper explores the role of the customer relationship with the brand, with variables such as brand trust, brand attachment and length of brand relationship, as drivers of loyal behaviours towards the online channel. We compare the impact of these variables with those of the technology acceptance model. Mul…
Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty
2019
ABSTRACTThe growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to con...
Innovation in retail: influence of ICT and its impact on customer satisfaction
2017
espanolEn la literatura se ha definido tradicionalmente el concepto “innovacion” como aspecto necesario para el desarrollo economico y competitivo de las empresas y/o industrias, considerando esta como un determinante primordial para la creacion de riqueza y crecimiento de las economias. Con este trabajo se pretende llevar a cabo una aproximacion al concepto “innovacion en el comercio minorista”, identificando su naturaleza y alcance, y definiendo vinculos con variables de larga tradicion en la investigacion en marketing como los beneficios y costes de la relacion, la satisfaccion percibida de los consumidores y la lealtad hacia el establecimiento. Se propone un modelo teorico que se invest…
Success and Internationalization: Analysis of the Textile Sector
2008
ABSTRACT The aim of the present paper is to investigate the relationship between business success and international involvement by examining international enterprises to see if they are more successful. To do this, 154 general managers in the textile sector were interviewed on two main groups of questions: (i) entry forms when going abroad; (ii) business results (sales, profit etc.) and competitive indicators (loyalty, satisfaction, image etc.) obtained.
Key Elements in Building Relationships in the Higher Education Services Context
2015
In a context of globalized higher education, new stakeholders have emerged, and building stronger relationships between them is of the utmost relevance in today's environment. The approach from the graduate perspective helps reinforce bonds and manage lifelong learning in an innovative way. This study empirically tests a model that includes variables such as university image, student–professor interaction, satisfaction, identification, and loyalty, which are topics of increasing relevance for competitive and innovative universities. The results show the relationships among the variables, which can explain loyalty behavioral intentions. The article concludes with the managerial implications …
The effect of the valence of forgiveness to service recovery strategies and service outcomes in food delivery apps
2022
The literature offers valuable insights into various aspects of service recovery and service outcomes. However, the available findings are limited relative to the size of the ever-expanding service economy. In particular, past studies have left more granular nuances of the association between service recovery strategies and service outcomes, such as the mediating role of forgiveness or the valence of forgiveness, under-explored. Recognising that an improved understanding of recovery from failures is crucial for sustaining positive customer–brand relationships in the service economy, the present study investigates the mediating effect of the valence of forgiveness (both exoneration and resen…
Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment
2017
Purpose The purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study. Design/methodology/approach Online survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). Structural equation model multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable. Findings Online loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold a…
Loyalty in High-Quality Hotels of Croatia: From Marketing Initiatives to Customer Brand Loyalty Creation
2013
In order to increase brand loyalty and build permanent relationships with their customers, hotel companies are embracing new marketing and communication initiatives, such as integrated marketing communications (IMC) and loyalty programs, both supported by advancements in information and communication technology (ICT). The purpose of this research is to study in greater detail loyalty, IMC, and ICT concepts in high-quality hotels of Croatia from the points of view of the hotel and the guest. The findings show a high degree of IMC and ICT adoption and a moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation as wel…
Corporate lobbying: Role perceptions and perceived influence on political decisions of public affairs professionals
2021
Abstract This study aims to provide insight into public affairs professionals’ role conceptions and perceived influence on political decision making. We conducted a quantitative online survey with 238 corporate public affairs professionals in Germany who worked either “in-house” at a corporation, for an industry association, or in a public affairs consultancy firm. Based on their main stakeholder orientation (clients, political actors, or society) and primary objectives (mediator, expert, or advocate), a cluster analysis categorized the professionals into four main roles: persuaders, advisors, coordinators, and mediators. Although acting in line with ethical norms and being transparent abou…
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…