• Title/Summary/Keyword: Behavioral loyalty

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Effects of Service Conveniences on Perceived Value and Customer Voluntary Behavioral Intention in Family Restaurants (패밀리레스토랑의 서비스편의성이 지각된 가치 및 자발적 행동의도에 미치는 영향에 관한 연구)

  • Ahn, Jung-Suk;Lee, So-Bum
    • Culinary science and hospitality research
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    • v.21 no.4
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    • pp.155-174
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    • 2015
  • This study attempts to investigate effects of service conveniences on perceived value and customer voluntary behavioral intention in family restaurants. We categorized service conveniences in five dimensions (i.e, decision, access, transaction, benefit, and post-benefit). We considered perceived value as having three parts, namely functional, emotional, and social. We also specified three segments of customer voluntary behavioral intention as participation, cooperation, and loyalty. The results showed that service conveniences such as transaction convenience, post-benefit convenience, and benefit convenience have an influence on functional value as a perceived value, but no effect from decision convenience and acceptability[this is a new variable to me]. In addition, access and benefit conveniences affect social value. When it comes to the effects of perceived value on customer voluntary behavioral intention, social value was found to affect participation and loyalty, while functional value appeared to influence cooperation.

The Effects of Brand Experience on Brand Loyalty according to Emotional Responses - Focused on Brand Experience with Fashion Brand - (브랜드체험이 감정적 반응을 통해 브랜드충성도에 미치는 영향력에 관한 연구 - 패션브랜드를 중심으로 -)

  • Chang, Geunghae;Lee, Ene-Sook
    • Journal of the Korea Fashion and Costume Design Association
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    • v.18 no.1
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    • pp.105-120
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    • 2016
  • The purpose of this study is to verify the effects of brand experience on Brand Loyalty according to Emotional Responses. For this study, data were collected through Google questionnaires site. The survey ran from March to May, 2015, the total of 329 respondents was used in analysis. The subject consisted of adults living in domestic region, and convenience sampling. For statistical analysis, AMOS were used to verify the study model. The major results of the research are as follows. First, as to the relation between brand experiences and affectional responses, all of experience dimensions positively affect affectional responses. Second, regarding the relation between brand experience and brand attitude, partially experience dimensions affect brand attitude. Third, affectional responses affect positively brand attachment. Forth, brand attitude affect positively brand attachment. Fifth, brand attachment positively affect attitudinal brand loyalty and behavioral brand loyalty. Finally, with regard to the relation between brand experiences and brand attitude, consumer need for uniqueness has partially moderating effects when behavior experience affect brand attitude.

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A Study on Brand Personality and Experience in Early Morning Delivery as a New Distribution Service

  • LEE, Jangsuk;KIM, Jinhwan
    • Journal of Distribution Science
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    • v.18 no.10
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    • pp.5-14
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    • 2020
  • Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.

Organizational Commitment and Loyalty: A Millennial Generation Perspective in Indonesia

  • 'AZZAM, Muhammad Abdullah;HARSONO, Mugi
    • The Journal of Asian Finance, Economics and Business
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    • v.8 no.3
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    • pp.1371-1383
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    • 2021
  • The study aims to investigate the organizational commitment and loyalty among millennial generation employees in Integrated Islamic Schools. The study gathered information and data from three different Islamic education institutions in Central Java, Indonesia. A total of 261 responses gathered using an online questionnaire distributed among millennial generation employees on each institution. The result then analyzed using confirmatory factor analysis with the help of SPSS and SEM AMOS. From the analysis, it is found that employee trust and satisfaction strongly impacted employee organizational commitment, and employee organizational commitment strongly impacted employee loyalty, both attitudinal and behavioral. Test for model robustness was also conducted accordingly within suggestions from the previous research, resulted in quite different findings especially in continuance commitment variable. This study pointed out the importance of trust and satisfaction to maintain the millennials employee, and the importance of millennial understanding especially in the education sector. This study provides the reference for future organizational commitment and loyalty study among the millennial generation especially in a growing nation like Indonesia and pointed out the importance of the generational study on organizational behavior topics.

Measuring the Interaction Effects of Foodservice Qaulity, Value, and Satisfaction on Behavioral Intention of Customers in Tourist Restaurant (관광지 식당 고객의 행동의도에 대한 음식서비스 질, 가치와 만족의 상호작용효과 평가)

  • Ko, Beom-Seok;Kang, Jong-Heon
    • Journal of the Korean Society of Food Culture
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    • v.22 no.2
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    • pp.218-224
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    • 2007
  • The purpose of this study was to measure the effects of value and satisfaction moderating the relationship between foodservice quality and behavioral intention. A total of 273 questionnaires were completed. Moderated regression analysis was used to measure the relationships between variables. Results of the study demonstrated that the analysis result for the data also indicated excellent model fit. The main effects of foodservice quality, value, and satisfaction on behavioral intention were statistically significant. The interaction effect of quality and satisfaction on behavioral intention was not statistically significant. The interaction effect of value and satisfaction on behavioral intention was not statistically significant. As expected, the interaction effect of quality and value on behavioral intention was statistically significant. Moreover, foodservice quality on behavioral intention was statistically significant at all levels of value and satisfaction, except for when value level was low, and satisfaction level was high. The results of this study indicated that restaurant marketers should attach importance to the interaction effect of service quality and customer value to understand the elements of market demand and customer loyalty.

An Exploratory Study on the Introduction of Loyalty to Segmentation of Theme Park Users (주제공원 이용자의 시장세분화를 위한 충성도의 사용가능성 검토)

    • Journal of the Korean Institute of Landscape Architecture
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    • v.26 no.1
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    • pp.1-11
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    • 1998
  • The purpose of this paper is twofold : to identify loyalty applicable to segmentation of theme park users and to find characteristics of the segments. Thetheme park was regarded as a product and Lotte World was regarded as a brand. One hundred thirty five college students were selected by nonprobability sampling for two waves thirty of data collection. Both behavioral and attitudinal dimension of loyalty were measured in the first wave by the proportion of visit of the Lotte World to 3 major theme parks for one year, including the Lotte World, and by calculating the mean score of selected 7 attitudinal items, respectively. After 14 weeks, the same respondents were asked the number of actual visits of the Lotte World. Medians of two dimensions and cluster analyses were utilized to classify the respondents into 4 categories : high, spurious, latent, and low loyalty. Then ANOVA and $$\chi$^2$ test of independence were conducted to find the difference in intention to visit the Lotte World and actual visitation of it among groups. Only intention was significantly different by the group and the mean score of intention was highest in the high loyalty group. Although no statistical difference was found in actual visitation among groups, the theory of planned behavior provided a theoretical support to conclude that the loyalty is a useful variable for segmentation of theme park users because intention is an antecedent variable to the behavior. Discriminant analyses showed that characteristics of each loyalty group can be differentiated by motivations and constraints. When median was a group classification criterion, 73.2 percent of high loyalty group was correctly classified. A few comments were suggested on data collection, and inclusion of new discriminant variables was discussed for the future research.

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Impact of Characteristics of Fashion On-line Community on the Community Commitment and Brand Loyalty (패션 온라인 커뮤니티 특성이 커뮤니티 몰입과 브랜드 충성도에 미치는 영향에 관한 연구)

  • Ko Eun-Ju;Kwon Joon-Hee
    • Journal of the Korean Society of Clothing and Textiles
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    • v.30 no.4 s.152
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    • pp.644-654
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    • 2006
  • The purpose of this study is 1) to analyze the clothing purchasing behavior according to gender 2) to analyze the characteristics provided by the fashion on-line community, 3) to analyze the effects of the fashion on-line community characteristics to community commitment and brand loyalty. As for data collection, on-line survey was conducted for the fashion online community members in 'daum' portal site and total 404 volumes were used for the study analysis. Data were analyzed by descriptive statistics, $x^2-test$, factor analysis, regression analysis by utilizing the SPSS 10.0 program. The results of this study were as follow: First, it was found that characteristics of fashion on-line community are three factors of 'interactivity', 'information provision' and 'interest provision'. Second, as the analysis result of the effects of the fashion on-line community characteristics to the community commitment and brand loyalty, the more 'interactivity' and 'interest provision', the higher 'behavioral commitment' and at this time brand loyalty was high. The higher 'interactivity', 'interest provision' and 'information provision', the higher attitudinal commitment and brand loyalty. In addition, the more 'information provision' and 'interest provision' were, the more it positively influenced brand loyalty. It is considered that this study will help fashion enterprises establish an on-line community strategy to induce brand loyalty by analyzing the community utilization pattern of fashion on-line community members.

Online Platform Experience: Enhancing Customer Engagement and Loyalty in the Hospitality Industry (온라인 플랫폼 경험: 호스피탈리티 고객 인게이지먼트 및 로열티 향상 방안)

  • Kim, Joon-hyeong Joseph
    • Asia-Pacific Journal of Business
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    • v.8 no.2
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    • pp.75-94
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    • 2017
  • This study aims to develop a conceptual framework linking antecedents and consequences of online platform experience in the context of hospitality businesses. In doing so, an introduction to online platform experience in the hospitality industry was made, and environmental stimuli, that is, enablers of online platform experience were identified: information, entertainment and relation. Additionally, the theoretical review attempted to explain how customers are likely to be engaged in, and to be loyal to, the hospitality organizations' provisions in the context of online platforms. When presenting the theoretical model, a Stimulus-Organism-Response paradigm was employed to propose the hypotheses predicting positive online platform experience, which seems to derive from internally provoked cognition and affection within individuals, leading to behavioral consequences. This model is expected to be applicable to the online context, where hospitality businesses tend to adopt the concept of gamification and to implement associated loyalty programs. Finally, theoretical and practical implications, along with potential avenues of future research, were discussed.

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The Detrimental Effect of Customer Demotion on Customer Profitability in Hierarchical Loyalty Programs

  • Chang, Woojung
    • Asia Marketing Journal
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    • v.22 no.1
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    • pp.1-26
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    • 2020
  • Firms employing hierarchical loyalty programs (HLPs) periodically demote customers from higher to lower status level to divest from unprofitable customers and boost profitability. However, existing literature lacks objective evidence on how customer demotion affects demoted customers' future purchase behaviors and ultimately profitability for the firm. Moreover, customers in the HLP's higher position may respond to customer demotion differently from those in the HLP's lower position. Drawing upon emotions and equity theories, this study quantifies how the profits that customers contribute to the firm change after customer demotion, and compares demoted customers' behavioral reactions from top-tier with those from bottom-tier based on customers' actual behavior data from a major retail bank in South Korea. The findings show that withdrawing customer status actually deteriorates customer profitability, and customers with top-tier status decrease their profitability more dramatically than those with bottom-tier status after demotion. The results contribute to previous literature on customer demotion and relationship marketing, and provide specific guidelines into how firms should design and implement customer demotion in HLPs.

Enhancing Fan Participation in Social Media Based Virtual Brand Communities: The Case of Like, Comment, and Share Activities

  • Liguo Lou;Joon Koh
    • Asia pacific journal of information systems
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    • v.27 no.1
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    • pp.54-76
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    • 2017
  • The purpose of marketing via Facebook is to convince consumers to become fans of a brand. Facebook constructs virtual brand communities that enable brand fans to interact with these brands. This study investigates the antecedents and consequences of fan participation characterized by the breadth and depth of brand fans' like, comment, and share activities. An empirical analysis with 204 survey respondents reveals that expected benefits, such as brand information, social interaction ties, playfulness, and incentive, have positive effects on fan participation. Furthermore, fan participation increases fan's attitudinal loyalty, which then positively affects behavioral loyalty. Theoretical and practical implications of the findings as well as future research directions are also discussed.