Marketing Commons^™

Editorial: Towards An Emerging Science Of Customer Loyalty To Retail Stores: Explanation, Drivers, And Frameworks, Arturo Z. Vasquez-Parraga, Miguel Sahagun, Fabio Musso

Marketing Faculty Publications and Presentations

No abstract provided.

Redesigning An Effective Pathway To Consumer Loyalty For Sustainable Competitive Advantage, Stephen P. Panczak

Doctoral Dissertations and Projects

The qualitative case study aimed to study the impact of leadership behaviors on delivering hospitality frontline employee services to customers to sustain consumer loyalty and gain a sustainable competitive advantage in the South Florida hospitality and tourism industry. The flexible design allowed the researcher to develop specific research questions while focusing on the problem statement, which addressed the potential inability of U.S. business leaders in service-related industries to gain customer loyalty, resulting in the possible loss of competitive advantage for the organizations. The researcher selected a highly successful South Florida luxury hotel resort, and twenty-nine professionally diversified participants were interviewed …

Examining Customer Loyalty Among Omni-Channel Users In The Age Of Disruptions In Retailing, Sheeraz Yar Khan, Jawaid A. Qureshi

3rd IBA SBS International Conference 2024

Amid tech-disruptions and the pandemic, COVID-19, the world has witnessed swift growth in omni-channels. This study aims to investigate the factors that influence the customer loyalty among omni-channel users. Omni-channels are famous platforms that connect customers with the brands. Firms strive hard to keep this channel more interactive and supportive in order to satisfy customers and create loyalty among them. Although it is an important aspect in modern business, fewer studies have been conducted in this area to provide a comprehensive model that not only helps to create satisfaction but also loyalty among users. The data for this study was …

Two Studies Exploring The Effects Of Ageing Cohorts And Channel Usage On The Antecedents And Consequence Of Customer Satisfaction, Yongchang Chen

Dissertations and Theses Collection (Open Access)

A rapidly ageing customer base, and an acceleration in the adoption of self-service technologies (SST) are two major trends which are set to have an increasing impact on how companies manage and satisfy customers. While there has been a rich body of work studying the effects of ageing and SST usage on customers, research on how they might affect cumulative satisfaction appears to be limited. The ageing literature tends to focus on cognition and decision-making processes, while SST research tends to be narrowly focused on SST evaluation and adoption. Our understanding on how ageing affects how satisfied customers are with …

Small Town To The World Wide Web: Designing A Website For A Local Business, Madison Cozzens

Honors Projects

The Raspberry and The Rose is a small business in Medina, OH, and had a multitude of visual communication issues that needed to be solved. But what's an online presence without a website? "Small Town to the World Wide Web: Designing a Website for a Local Business" focuses on fulfilling a local business's need for a strong online presence. It dives into how a user's experience on the website can impact brand loyalty, foot traffic, and overall perception of a business. The ultimate goal of this project is to provide insight into how a non-e-commerce website can impact a business.

The Impact Of Internet Banking At Times Of Pandemic; Customer Experience, Satisfaction, Trust, Loyalty, E-Service Quality And Bank’S Financial Performance; An Application On Egyptian Public Banks, Madiha Metawie, Dalia Ahmed Mosallamy Faculty Of Business Adminstration, Economics And Political Science

Business Administration

The purpose of this study is to examine the impact of Internet banking on customer experience, satisfaction, trust, loyalty, E-service quality and financial performance in Egyptian public banks. This study concentrates on public bank’s customers in Egypt as a developing nation in the Middle East, which limits the generalizations of the paper findings to other banks globally. However, the fact that all banks faced similar challenges at times of pandemics and typically adopt common standards in bank financial management implies that the findings are potentially robust for global bank management. Structural Equation Modelling was applied to examine the research hypotheses. …

The Influence Of Self-Congruity On Customer Loyalty Of Coffee Shops: Evidence From Global-Chain And Local-Chain Coffee Shops In Indonesia, Dela Anjani, Ike Janita Dewi

ASEAN Marketing Journal

Manuscript type: Research Paper Research Aims: This paper seeks to examine the concept of “self-congruity” and its direct and indirect impacts on consumer loyalty of global versus local coffee shops. Design/methodology/approach: The study is a quantitative study using online survey on 400 respondents, which were distributed evenly to consumers of Starbucks (as a global coffee shop) and Anomali Coffee (as a local coffee shop in Jakarta, Indonesia). This paper employs Structural Equation Modelling (SEM) to study the relationships amongst variables. Research Findings: Results of the research show that generally self-congruity has a positive direct and indirect effect on customer loyalty. …

Status Demotion In Loyalty Program: Strategy For Close To The Threshold Customers, Altamim Marie Igamo, Adi Zakaria Afiff

ASEAN Marketing Journal

Manuscript type: Documentary Research. Research Aims: Identifying loyalty program strategies to demoted closed to the threshold customers with additional points and additional time in own money and other money customer to have positive evaluate toward program’ and company’ loyalty intention. Design/methodology/approach: This research employs 2 (payment source: own money vs other money) × 3 (demotion strategies: without additional point vs with additional points vs with additional time) factorial designs between-subject. Research Findings: Loyalty intention to the loyalty program appear stronger with demotion strategies with an additional point and additional time than demotion without additional point Theoretical Contribution/Originality: Enrich references about …

A Model Of Service Marketing In Port Services: Empirical Study In Pt Pelabuhan Indonesia Ii (Persero), Tanjung Priok Branch, Rati Farini Srihadi, Hartoyo Hartoyo, Dadang Sukandar, Agus Maulana

ASEAN Marketing Journal

Port of Tanjung Priok is one of the ports in Indonesia which has the potential to be developed into an international seaport with the level of activity and the capacity of loading and unloading. This study aims to understand the key variables that determine the service quality of the port, so as to achieve customer satisfaction and loyalty. By using Structural Equation Modeling, this study analyzes the effects of various dimensions of service quality to customer satisfaction, and the relationships formed between perceived value and customer loyalty of the port service industry in Indonesia. The sampling method used was stratified …

The Effect Of Service Quality And Switching Barrier On Customer Loyalty: A Study Of Saudi Mobile Telecommunication Services, Yomen Ghazi Bamatraf

Effat Undergraduate Research Journal

The Saudi mobile telecommunication services industry is currently facing lots of complaints, criticism and dissatisfaction from their customers regarding the quality of services, and customer loyalty may be in question. The industry is reportedly shifting its strategic focus away from attracting new customers towards keeping existing customers. The present study examined the relationship between service quality and customer loyalty, as well as between switching barriers and customer loyalty among a sample of 271 users of telecommunication services from Jeddah. A survey consisting of the Customer Loyalty Scale, the Service Quality Scale, and the Switching Barriers Scale, and some demographic related …

Go Green: Make Green, Sam Montague

Marriott Student Review

While cost might seem like an obstacle to some, adopting sustainable practices can turn out to be profitable for most companies. Recent research find positive correlation between business efforts and the consumer response, showcase direct benefits to the business, and provide suggestions to put the findings into practice.

Gauging The Impact Of E-Coupons On B2c Retail Markets, Alan D. Smith, James Shock

Atlantic Marketing Association Proceedings

No abstract provided.

Are Customer Reward Programs Really Rewarding?, Michael Mccall, Dave Mcmahon

Association of Marketing Theory and Practice Proceedings 2019

The concept of a customer loyalty program can be traced back over 300 years when merchants would give customers wooden coins in return for their patronage. Two points are clear: Customer reward loyalty programs are prevalent and costly aspects of most hospitality firms’ marketing strategy. From an academic viewpoint our understanding of the theoretical drivers of these programs is muddled and confused. That is, despite many years of existence there is scant research suggesting the underlying theoretical logic of a program. In this paper, we briefly review the current reward program landscape suggesting that the overwhelming presence of reward programs …

Restaurant Formality And Customer Service Dimensions In The Restaurant Industry: An Empirical Study, George Kurian, Prathamesh M. Muzumdar

Atlantic Marketing Journal

The purpose of the study was to examine the different customer service dimensions in the restaurant industry. Survey-based data collected from customers that dined regularly in restaurants classified as fast food, casual dining, and fine dining was used. Our study makes an imperative contribution by applying Resource-based view theory in the field of services marketing. The results show that restaurant formality has an adverse impact on customer loyalty, but this impact is positive when restaurant formality interacts with customer gratification. There are other important findings that lead to repeat sales and improved profits for restaurants. We conclude by discussing some …

Developing A Crm Strategy For Small Businesses, Brianna Butler, Megan Carignan

Honors Senior Capstone Projects

In a data-driven world, it is becoming easier than ever for businesses to gain more and more information about their customers and use that to their advantage. This data, gathered from previous business dealings, social media, inbound marketing and click data can be utilized to provide goods and services that are more accurately tailored to the specific consumer, and to provide successful customer service. However, there must be a customer relationship management (CRM) system in place to retain, sort, analyze and pull up information. This can be done using expensive software, which is what large and medium-sized corporations may do, …

Marketing Strategies Used By Franchise Small Businesses To Retain Customers, Hilda Jordan Arline

Walden Dissertations and Doctoral Studies

Franchised small businesses will not survive their first 5 years if they cannot implement marketing strategies that appeal to their customers. The purpose of this multiple case study was to explore the marketing strategies that successful franchise small business leaders used to retain customers. The population comprised 4 business leaders at franchise small businesses in North Carolina. Competitive advantage theory and blue ocean theory grounded this study. Data were collected using semistructured face-to-face interviews and review of company marketing materials. Data were thematically analyzed, and 6 themes emerged: personalization of customer service, market segmentation, innovative advertising, networking, brand identity, and …

The Impact Of Servicescape On Customer Experience Quality Through Employee-To-Customer Interaction Quality And Peer-To-Peer Interaction Quality In Hedonic Service Settings, Beomjoon Choi, Hyun Sik Kim

Asia Marketing Journal

This paper investigates how servicescape perception influences customer experience quality in hedonic service settings. In addition to the direct effect of servicescape quality on customer experience quality, the indirect effects of servicescape quality on customer experience quality via employee-to-customer interaction quality and peer-to-peer interaction quality are also investigated.
We collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. The results show that servicescape quality influences customer experience quality both directly and indirectly through employee-to-customer interaction quality and peer-to-peer interaction quality, and customer experience quality influences customer loyalty. Additionally, we find that the indirect path …

The Evolution Of Loyalty Intentions, Michael D. Johnson, Andreas Herrmann, Frank Huber

Michael D. Johnson

The drivers of customer loyalty intentions are dynamic. What remains unclear is how these intentions evolve through the introduction and growth phases of a life cycle. Using a longitudinal study of cellular phone customers, the authors demonstrate that loyalty intentions are a function of perceived value early in the life cycle. Over time, more affective attitudes toward the brand and the relationship with the company come to mediate the effects of value on intentions. The results suggest that from the introduction to the growth stage of a life cycle, managers must adapt from improving value per se to measuring and …

The Influence Of Tier Level Of Hotel Loyalty Programs On Guest Perceptions And Tolerance For Service Quality, Eunjin Choi

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study examined the impact of hotel loyalty program membership and tier levels on guest perceptions and tolerance for service quality in major U. S. hotel chains. A sample of 315 hotel loyalty program members and non-members were surveyed via an online self-administered survey sent by Qualtrics. The survey used a three-column format asking the adequate level of expectations, desired level of expectations, and perceptions to test survey respondents’ zone of tolerance and perceived service quality using SERVQUAL dimensions. Guest satisfaction was measured by American Customer Satisfaction Index (ACSI). A nine-point Likert scale was applied for the measurement of service …

Customer Loyalty, Repurchase And Satisfaction: A Meta-Analytical Review, Tamilla Curtis, Russell Abratt, Dawna L. Rhoades, Paul Dion

Dr. Tamilla Curtis

The purpose of this article is to investigate the relationship between customer loyalty, repurchase/repurchase intent and satisfaction in order to attempt to resolve the mixed views on these concepts. A quantitative review of loyalty-repurchase satisfaction constructs was conducted to identify the strength and direction of the researched relationships and the influence of possible moderating factors affecting those relationships. The Hunter and Schmidt (1990) meta-analytical technique and software were employed. The results demonstrate that loyalty and satisfaction indicate strong positive relationships (0.54). Repurchase and satisfaction display a complicated relationship, which confirmed the view that satisfaction does not explain repurchase behavior. Repurchase …

Satisfaction With Airline Service Quality: Familiarity Breeds Contempt, Tamilla Curtis, Dawna Rhoades, Blaise Waguespack

Dr. Tamilla Curtis

The objective of this study is to investigate frequency-of-flight issues and the differences between frequent and non-frequent flyers’ levels of satisfaction and the importance attributed to overall airline service quality and select attributes. The results indicate that the level of satisfaction with overall airline quality and select attributes decrease the more passengers fly. Conversely, the level of importance attributed to airline amenities increased with flight frequency. Perceptions of airline quality may vary between different nationalities and different socioeconomic groups. Differences between the short- and long-haul flights, as well as domestic and international services could also exist. Airline managers need to …

Online Service Benefits’ Impact On Relationship Strength, Quality, & Continuation Intention, Kendra Fowler, Eileen Bridges

Association of Marketing Theory and Practice Proceedings 2014

Many service providers now use social media, both as a way to interact efficiently with their customers, and as a means of gathering customer data needed to better manage customer relationships. Thus, social media can both provide service and assist in developing better future service. In the present research, we examine in detail whether and how social media perform the first of these tasks by examining its use as a tool for online service benefit provision. Then, we consider how benefits customers receive from maintaining relationships with service providers via social media impact outcomes, including reported relationship strength, customer loyalty, …

Self-Image Congruence With Communication Channels And Its Impact On Reward Program Loyalty, Orie Berezan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs have become products in and of themselves. They need to maintain member loyalty in order to survive. It is proposed that communication has a larger impact on program loyalty than previously thought. This study utilizes structural equation modeling (SEM) to evaluate the influence of communication typologies and dimensions on hotel reward program loyalty via self-image congruence, service quality, satisfaction, and trust. Moreover, this dissertation presents a communication identity model, which focuses on promoting hotel reward program loyalty via self-congruence with communication channels.

Newly discovered significant paths were found between: communication style and self-congruence with communication channels; self-congruence with …

Maintaining The Profitability Of Gaming’S Premium Players, Maxwell J.H. Olson

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: This paper does not seek to condemn the use of incentives for high-end casino players. Rather, it is intended to illuminate common policies and practices that might require more measurement and consideration prior to being distributed. This paper also explores and examines existing literature and findings regarding the profitability of high-end casino players and offers guidelines for evaluating profitability.

Statement of Objective: This paper targets existing policies and practices in the contemporary Las Vegas casino gaming business, separately examining the profitability of each incentive program or common practice. As a consolidated examination of such practices, this paper can serve …

Understanding Loyalty And Motivation Of Professional Sports Fans, Victoria Wilkins

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose: The purpose of this paper is to examine the factors which create continuous and permanent commitment to a specific professional sports team.

Statement of Objectives: There is no denying that the current economic standing of the United States does not promote spending large sums of money on entertainment and leisure. Since taking a family to a professional sports game gets rather expensive, families are lead to pursue other alternatives while deciding how to spend free time. The costs of game attendance, including tickets, parking, food, beverages and souvenirs, can easily surpass one hundred dollars, which is undoable for many …

Fan Loyalty And Motivation, Jason Mays

UNLV Theses, Dissertations, Professional Papers, and Capstones

Purpose Statement: The purpose of this professional paper is to review psychological and marketing theory and research to explain what motivates an individual to become a highly identified loyal fan of a sports team. Implications for professional practice and future research will be presented.

Justification: Understanding what motivates a fan to become a highly identified fan is important to a team manager because fans are the primary revenue source of a team. The fundamental goal of marketing managers is to create repeat customers (brand loyalty) (Fortunato, 2006) and loyal fans represent most repeat customers. An organization’s brand is critical in …

Satisfaction With Airline Service Quality: Familiarity Breeds Contempt, Tamilla Curtis, Dawna L. Rhoades, Blaise P. Waguespack Jr.

Management, Marketing and Operations - Daytona Beach

The objective of this study is to investigate frequency-of-flight issues and the differences between frequent and non-frequent flyers’ levels of satisfaction and the importance attributed to overall airline service quality and select attributes. The results indicate that the level of satisfaction with overall airline quality and select attributes decrease the more passengers fly. Conversely, the level of importance attributed to airline amenities increased with flight frequency. Perceptions of airline quality may vary between different nationalities and different socioeconomic groups. Differences between the short- and long-haul flights, as well as domestic and international services could also exist. Airline managers need to …

The Long-Term Impact Of A Loyalty Program: An Evaluation From A Las Vegas Casino Hotel, Myongjee Yoo

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs are popular marketing strategies intended to attract, maintain, and enhance customer relationships. Despite the widespread usage of loyalty programs across various businesses, its effectiveness has not been well validated. Few empirical studies attempted to evaluate the value of loyalty programs but the findings have been conflicting with each other. Given the competitive climate of such a highly saturated competitive market of the hospitality industry, it is meaningful for hospitality marketers to evaluate the effectiveness of loyalty programs to increase customer retention and profitability. Therefore, the main purpose of this study was to examine the effectiveness of a hospitality …

Customer Loyalty, Repurchase And Satisfaction: A Meta-Analytical Review, Tamilla Curtis, Russell Abratt, Dawna L. Rhoades, Paul Dion

Management, Marketing and Operations - Daytona Beach

The purpose of this article is to investigate the relationship between customer loyalty, repurchase/repurchase intent and satisfaction in order to attempt to resolve the mixed views on these concepts. A quantitative review of loyalty-repurchase satisfaction constructs was conducted to identify the strength and direction of the researched relationships and the influence of possible moderating factors affecting those relationships. The Hunter and Schmidt (1990) meta-analytical technique and software were employed. The results demonstrate that loyalty and satisfaction indicate strong positive relationships (0.54). Repurchase and satisfaction display a complicated relationship, which confirmed the view that satisfaction does not explain repurchase behavior. Repurchase …

Pioneering Marketing To Hawaii With Downtown Las Vegas' California Casino, John M. Blink

UNLV Gaming Podcasts

Dr. Schwartz does a quick interview with John Blink, who pioneered marketing to and in Hawaii with downtown Las Vegas' California casino in the 1970s and 1980s. Blink talks candidly about working for both Sam and Bill Boyd at the Eldorado, Union Plaza, and California casinos, the early days at the California, and the loyalty of the casino's Hawaiian patrons and vice versa. Plus, learn how to get a free bowl of saimin noodles at the Cal.