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•Customer satisfaction relationships differ in online and offline purchasing.•Perceived value is a stronger driver of satisfaction in online purchases.•Overall quality and ...expectations are stronger drivers of satisfaction offline.•Customers are more satisfaction-sensitive when purchasing online.•Differences generally persist across customer demographics and retail categories.
Retailers seek to utilize both online and offline purchase channels strategically to satisfy customers and thrive in the marketplace. Unfortunately, current multichannel research is deficient in answering what drives customers’ satisfaction, and consequently their loyalty, differently when customers purchase online versus at a physical store. This gap in knowledge can be a significant concern for retailers due to the negative impact of having dissatisfied customers on their bottom lines. Using a version of the American Customer Satisfaction Index (ACSI) model, we demonstrate several important purchase-channel differences in the antecedents of customer satisfaction and its subsequent effect on customer loyalty. Specifically, we show that when retail customers buy electronic goods online they view purchase value as a significant attribute in rating satisfaction, and are more satisfaction-sensitive when making repurchase decisions than when they purchase offline. On the other hand, the overall quality of the purchase experience and customer expectations are stronger drivers of customer satisfaction in the offline purchases. We provide evidence that these differences between the channels generally persist across customer demographics (gender, age, and education) and broader product categories, and we also discuss the specific contexts where they do not. Our work offers actionable guidance to retailers seeking to enhance customer satisfaction and loyalty across both the online and offline channels.
Understanding customer experience is an essential part of service operations for sustaining business in the sharing economy. We investigate the relationship among customer experience, perceived ...value, and customer loyalty from a stimulus-organism-response (S-O-R) perspective. Using a dataset of 4166 listings in a leading Chinese accommodation-sharing platform and text mining and econometric methods to analyze online customer reviews, we find that customer experience manifests in the physical environment and human interaction dimensions. The results show a positive association among customer experience, perceived value, and customer loyalty. Notably, the physical environment and human interaction are equally important in influencing customers' value judgments about their consumption experience. Moreover, perceived value has a stronger positive effect on attitudinal loyalty than on behavioral loyalty. This study adds new insights into the customer experience-perceived value-customer loyalty path by showing that the physical environment and human interaction have the same importance in affecting perceived value and identifying the subtle difference between attitudinal and behavioral loyalty influenced by perceived value in the accommodation-sharing economy. Furthermore, these findings provide managerial insights for service operations management and marketing strategy planning.
•The relationship among customer experience, perceived value, and customer loyalty from a S-O-R perspective is investigated.•Human interaction and the physical environment are two crucial aspects shaping customer experience in the sharing economy.•A mixed-methods approach is employed to empirically examine the direct and indirect consequences of customer experience.•The physical environment is as crucial as human interaction in influencing perceived value among Chinese guests.•The positive effect of perceived value on attitudinal loyalty is more prominent than that on behavioral loyalty.
Service firms are encouraged by historic evidence that loyal customers are less price sensitive. Yet, some research has challenged the assertion while others have demonstrated considerable ...heterogeneity within loyal segments. Aiming to reconcile this debate, we investigate the relationship between customers’ behavioral loyalty and the importance they place on price relative to two managerially relevant service attributes: rewards and convenience. We also assess the moderating role of attitudinal loyalty resulting from superior service experience. Results from a longitudinal survey and transaction data from an airline carrier show that as customers’ behavioral loyalty increases, they place
more
importance on price and
less
importance on rewards and convenience, revealing that behavioral loyalty causes a shift in emphasis toward price. As a result, behaviorally loyal customers spend less and revenue decreases. However, by improving attitudinal loyalty, firms achieve the desired outcome of reducing price sensitivity and increasing revenue. Specifically, after experiencing better service, behaviorally loyal customers focus less on price and instead shift their focus toward rewards and convenience, and this results in revenue gains for the firm. Overall, attitudinal loyalty from better service experience acts as a key mitigator of the positive link between behavioral
loyalty
and price sensitivity.
The study examines customer attitudes towards fast moving consumer goods (FMCG) retail outlets based on customer engagement, loyalty programmes, customer satisfaction and customer loyalty towards ...customer repurchasing decisions. More specifically, this study investigates the past, present, and future trajectories of loyalty programmes in South Africa. This study followed a descriptive and a quantitative research method. A non-probability sampling method was implemented using quota and convenience sampling. The study included a sample of 272 FMCG members that participated in the study. An adapted questionnaire was used as the data collection instrument in the study. This instrument contained 59 items on demography, behavioural, and psychographic customer relationship management (CRM) based variables. The data was collected through web-based questionnaires using Google Forms. Using SPSS 28 and AMOS 28, the data analysis included both descriptive and inferential analyses tools such as factor analysis, regression analysis, cluster analysis, and structural equation modelling.
Building on the meta-analytic model suggested by Palmatier et al.
Journal of Marketing, 70,
136–153, (
2006
), this study extends the relationship marketing framework to the domain of online ...retailing to identify what strategies help build relationships with online customers. Specifically, this meta-analytic study identifies key antecedents and consequences of relationship marketing in online retailing. The study also examines the relationship between the four mediators—trust, commitment, relationship quality, and relationship satisfaction— and the antecedents and consequences of relationship marketing. Similarity and seller expertise were found to have the strongest impact on relational mediators, and word of mouth was the most critical outcome of relationship marketing efforts. The model proffered in this study will motivate hypotheses to be examined by future researchers. The model also helps managers to identify the key drivers of relationship marketing in online retailing.
Purpose
Loyalty programs are pervasive across service industries. However, the examination of cross-customer effects represents a critical gap in the loyalty literature. To address this gap, this ...research conducts two between-subjects experimental design studies to examine traditional versus endowed loyalty status earner attitudinal loyalty intention toward the company, switching intentions and perceived unfairness.
Design/methodology/approach
Study 1 conducts a 2 (self: earned vs endowed) × 2 (others: earned vs endowed) between-subjects experimental design on the direct effects of attitudinal loyalty intention toward the company and switching intentions. Study 2 builds upon these findings by examining the mediation effect of perceived unfairness on the attitudinal loyalty intention toward the company and switching intentions.
Findings
Results from Study 1 find that cross-customer comparisons exist, and traditional loyalty members have negative attitudinal loyalty intention toward the company and switching intentions when comparing their rewards to endowed earner rewards. Study 2 examines an airline context and finds that unfairness mediates the relationship.
Originality/value
The research builds upon the literature surrounding cross-customer comparisons, loyalty programs, equity theory and endowed status and discusses the unintended negative consequences related to endowed loyalty rewards on other customer intentions that have critical managerial implications.
Loyalty programs play a prominent role in many firms’ customer relationship management programs, but not all programs are successful. Providers need to understand not only what benefits customers ...want in a program, but also how they want to be treated as a loyalty member. We posit that because loyalty programs offer rewards that are time-bound (immediate or delayed), and that loyalty programs seek to develop a relationship that extends over time, an important, but overlooked dimension for hospitality managers to consider is how their customers view time. Our research focuses on customers’ temporal orientation—the tendency to think in the present, future, or past. We use depth interviews to explore existing casino loyalty program participants’ thoughts and feelings about their ideal loyalty program. We find the customers’ temporal orientation influences the type of relationship as well as the type of benefits sought in the loyalty program. Our research offers managerially practical insights for identifying customers more likely to engage in co-production of a long-term loyalty relationship as well as for creating communication strategies that are likely to interest and provoke different temporal mindsets.
Many studies have modeled several different concepts to explain destination loyalty; however, none have integrated place-oriented (e.g., destination image, place attachment) and people-oriented ...concepts (e.g., cultural distance, social distance, and emotional solidarity) for their relative influences on loyalty. The current study tested the influence of destination image (place-oriented) and perceived distances (people-oriented) as antecedents of place attachment (place-oriented) and emotional solidarity (people-oriented) for their relative influences on destination loyalty. Survey data collected from both domestic (n=260) and international (n=250) visitors to a city in Turkey, Antalya, revealed that place-oriented concepts (cognitive and affective destination images and place attachment) are better predictors of destination loyalty than people-oriented concepts (cultural distance, social distance, and emotional solidarity). Together, they explain about half of the variance in destination loyalty, 42% in past loyalty and 60% in future loyalty.
Private-Label Use and Store Loyalty Ailawadi, Kusum L; Pauwels, Koen; Steenkamp, Jan-Benedict E.M
Journal of marketing,
11/2008, Letnik:
72, Številka:
6
Journal Article
Recenzirano
Odprti dostop
The authors develop an econometric model of the relationship between a household's private-label (PL) share and its behavioral store loyalty. The model includes major drivers of these two behaviors ...and controls for simultaneity and nonlinearity in the relationship between them. The model is estimated with a unique data set that combines complete purchase records of a panel of Dutch households with demographic and psychographic data. The authors estimate the model for two retail chains in the Netherlands - the leading service chain with a well-differentiated high-share PL and the leading value chain with a lower-share PL. They find that PL share significantly affects all three measures of behavioral loyalty in the study: share of wallet, share of items purchased, and share of shopping trips. In addition, behavioral loyalty has a significant effect on PL share. For the service chain, the authors find that both effects are in the form of an inverted U. For the value chain, the effects are positive and nonlinear, but they do not exhibit nonmonotonicity, because PL share has not yet reached high enough levels. The managerial implications of this research are important. Retailers can reap the benefits of a virtuous cycle; greater PL share increases share of wallet, and greater share of wallet increases PL share. However, this virtuous cycle operates only to a point because heavy PL buyers tend to be loyal to price savings and PLs in general, not to the PL of any particular chain. PUBLICATION ABSTRACT
Gastronomik deneyim, salt bir yemek yeme aktivitesinin ötesinde, sosyal, duygusal, düşünsel, hayali ve teknik benzeri durumları bünyesinde barındıran, özellikle yüksek mutfakta ortaya çıkan tüm ...süreçlerin etkileşiminin sonucu olarak tanımlanabilir. İnsanlara bu tarz deneyimleri sunmayı misyon edinen işletmeler günümüzde giderek önem kazanmaktadır. Bu durumda, markalar arası rekabeti arttırması doğrultusunda işletmeler sadık müşterilerini kaybetmemek adına yeni arayışlara girmişlerdir. Ayrıca gastronomik deneyiminin sonucunda yemeği bilinçli bir şekilde yorumlayarak görüşlerini çevresi ile paylaşan diğer bir deyişle yüksek mutfağa yönelik bilinçli ve farkındalık sahibi insan sayısı artmaktadır. Bilgiye ulaşımın kolaylaşması doğrultusunda bireylerin bilgi yelpazesinin gelişim göstermesi günümüzün temel olgularındandır. Bu doğrultuda özellikle yüksek mutfağa hitap eden yiyecek-içecek işletmeleri, gastronomik deneyimi önemli bir pazarlama silahı olarak kullanmaktadır. Bu bağlamda çalışma, gastronomik deneyim sunmaya çalışan yiyecek-içecek işletmelerinin, insanların beklentileri göz önüne alındığında marka sadakati yaratma hususunda etkili olan deneyim unsurlarını nicel olarak sorgulamayı ve bu yönde bilimsel veriler üretmeyi amaçlamaktadır. Bu amaç doğrultusunda hazırlanan anket; yemek kültürü gelişkin, sosyal ekonomik statü olarak A ve B gruplarında yer alan 335 katılımcıya uygulanmıştır. Katılımcıların gittikleri lüks restoranlarda (fine dining) yaşadıkları gastronomik deneyimin marka sadakatine yansımasını irdeleyen araştırma neticesinde, gastronomik deneyimin tutumsal marka sadakati üzerinde pozitif etkileri olduğu fakat davranışsal marka sadakatiyle arasında anlamlı bir ilişki kurulamayacağı sonucuna varılmıştır.
Gastronomic experience can be defined as the result of the interaction of all processes, especially in the high cuisine, which includes social, emotional, intellectual, imaginary and technical situations beyond a mere eating activity. The number of establishments that have made it their mission to offer such experiences to people has also increased significantly compared to the past. In this case , in line with the increase with the competition between brands, businesses have entered into new searches in order not to lose their loyal customers In addition, the number of people who are conscious and aware of high cuisine continues to increase day by day. As a result of people’s gastronomic experience, the number of knowledgeable people who interpret/understand the food consciously and share it with the people around has increased significantly. In line with the facilitation of access to information, the development of the information spectrum of individuals is one of the basic phenomena of today. In this direction, especially the food and beverage businesses that appeal to high cuisine use gastronomic experience as an important marketing weapon. In this context, the study aims to quantitatively question the experience elements that are effective in creating brand loyalty and to produce scientific data in this direction, considering the expectations of the people of the food and beverage businesses that try to offer gastronomic experience. The questionnaire developed for this goal was applied to 335 foodie (moderate version of gourmet) participants in groups relatively high in social economic status, and the reflection of the gastronomic experience they had in the luxury restaurants (fine dining) on brand loyalty was analyzed quantitatively. As a result of the research, it has been determined that gastronomic experience has positive effects on attitudinal brand loyalty, but there is no consequential relationship between behavioral brand loyalty.
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