Search results for "loyalty."
showing 10 items of 205 documents
ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions
2012
The concept of integrated marketing communications (IMC) has received considerable attention in the marketing literature over the past decade. Boosted by advancements in information and communication technology (ICT), IMC is starting to be considered as an element that contributes to creation of brand equity. This research studies, in greater detail, the IMC, ICT, and brand-equity concepts in the hotel sector, while adopting a consumer-centric approach. In particular, it intends to describe the relationships that exist between these variables through the causal model of investigation. A total of 101 guests were interviewed in 13 hotels in Dalmatia, the largest region on the coast of Croatia…
Corporate social performance as antecedent of consumer's brand perception
2011
The purpose of this article is to develop a model that closely examines the consequences of social and environmental corporate action. This is suggested by an increasing need for accomplishing an integrative view on business activities and social aims – the so-called corporate social responsibility – especially in the current environmentally turbulent time and a rising socially conscious consumer population. But doing business is often associated with brand- or corporate misconduct as well. Hence, corporate social responsibility forms the positive component of corporate social performance (CSP), consequently a favorable brand- or company behavior. Corresponding, corporate social irresponsib…
Buying Intention, Acceptability and Frequency of Purchase: Analyzing their Determinants using SEM
2019
Considering the growing relevance of Indian retail sector, this research aims to study the consumer buying behaviour towards national brands (NB). More in detail, this research shall explore the determinants of buying intention, acceptability and frequency of purchase developing a model for consumer buying behaviour toward NB. A structured questionnaire was provided to the respondents across Delhi (National Capital Region). At the first stage, exploratory factor analysis (EFA) has been used to test dimensionality of the data with the aim to produce a set of items reflecting the meaning of the relative construct. Then, structural equation modelling (SEM) has been implemented using AMOS in or…
Relationship and Market Conditions: Outcomes in Marketing Channels
2012
Purpose: In today's highly competitive business environment, many organizations are tending to reduce the number of suppliers to focus on establishing stable and close relationships with a small number of them. The study here analyzes the influence of both market and relationship conditions on trust, commitment, and customer loyalty. Methodology/Approach: Empirical research was conducted by collecting information from a sample of 304 retailers. A structural equations model is estimated. Findings: Results support a positive influence of relationship value on trust and, in turn, on long-term orientation and commitment, with the latter as a strong antecedent of customer loyalty. In contrast, d…
On congruence between brand and human personalities
2010
PurposeThe purpose of this research paper is to uncover the relations between brand and human personality by identifying brand preferences of consumers with different personality types.Design/methodology/approachBased on the existing literature, 15 propositions are suggested linking Ekelund's DI types as parsimonious proxies of human personality and brand personality dimensions as suggested by Aaker. Propositions were tested through statistical analysis of survey data collected in two stages.FindingsIt was found that consumers prefer brands with personalities that match their own. For example, consumers with Blue DI type exhibit clear aversion from the excitement dimension of brand personal…
Does the digitalization of retailing disrupt consumers’ attachment to retail places?
2022
This study breaks new ground in the marketing domain by extending the concept of place attachment to the study of the online retail environment. We provide empirical evidence that consumers can establish strong attachments not only with traditional offline places but also with online retail stores. Moreover, we assessed how distinct dimensions of the place affect the formation of consumers’ attachment and their behavioral loyalty. Our findings show that while consumers who feel a strong sense of attachment toward the place engage in spreading positive word-of-mouth regardless of the environment, their attachment to the store does not prevent them from switching to another provider, especial…
Active and Reactive Value Dimensions: A Dynamic-Based Perspective in the Hotel Sector
2021
Despite the wide acknowledgment of consumer value as a dynamic concept in marketing and tourism literature, few studies have addressed its dynamicity. This article provides an approach to the dynamic nature of value in a hotel experience by proposing a conceptual framework that seeks to explain the influence of value types on customer satisfaction and loyalty as being concatenated rather than simultaneous effects, as more usually described. The concatenation of effects is based on the distinction between active versus reactive values and is tested in a structural model consisting of eight types of value (Efficiency, Service Quality, Status, Esteem, Entertainment, Aesthetics, Ethics, and Es…
La internacionalización como variable moderadora en las estrategias fabricante-distribuidor
2013
ResumenEl presente trabajo analiza los antecedentes y los efectos de la satisfacción en el ámbito de la distribución comercial minorista. Como antecedentes se revisa el papel de 2 estrategias desarrolladas por el fabricante: ade imagen y producto vendido, y b)de proceso de servucción (antes, durante y después de la venta). Como efectos se aborda la fidelidad a través de 2 indicadores: a)la intención de compra, y b)la recomendación. El estudio, llevado a cabo sobre una muestra de 159minoristas (94domésticos y 59internacionales) de un fabricante de muebles, se completa analizando el papel moderador de la variable internacionalización. Los resultados, tratados mediante modelización estructural…
How emotions are considered crucial on an omnichannel banking environment in gaining customer loyalty
2018
Emotions have been studied in a marketing context for years. However, the rapid change of digital channels and customers’ omnichannel behavior emphasize the need to further investigate how emotions are considered to play role in customer satisfaction and through that to customer loyalty. Purpose of this chapter is to study emotions in omnichannel environment, and their contribution to customer loyalty, especially in the context of retail banking. peerReviewed
Comparison of E-Trust and Trust Concepts in Online and Offline Dimensions
2017
Abstract In everyday lives, we more and more use different technology products to make our lives easier and faster. We often do not realise that we are switching our lifestyles to the online platform - we do everything mostly online - meet and communicate with others, watch videos and listen to favourite songs, choose and buy different things. The main question is - can we trust everything that we see on the screen? Is the explanation of “trust” the same in real life and in online sphere? Authors of the paper compare the concept of “trust” in offline trade market with that in online trading. The following methods were used - literature study and analysis, consumer survey and statistical ana…