The aim of this research was to test the effect of customer satisfaction and corporate image on service loyalty, and also to test the role of consumer involvement as a moderating variable the relationship between customer satisfaction and corporate image on service loyalty. This research has two models, and each model was tested separately, ie, high-consumer involvement and lowconsumer involvement. In high-consumer involvement, the university was used as the research object, while low-consumer involvement we used photocopy stationary as the research object. Research design used was survey with total respondent consist of undergraduate student as much as 200 students and photocopy stationary consumer as much as 200 peoples. The data was analysis using Structural Equation Model (SEM), with Maximum Likelihood Estimation (MLE). The result shows that customer satisfaction and corporate image significantly have a positive effect on service loyalty, both on the high-consumer involvement model and the low-consumer involvement model. The consumer involvement as the moderating variable on both models also shows a significantly positive effect in moderating the relationship between customer satisfaction and corporate image on service loyalty.
This study examines the impact of service failure through the model of service recovery evaluation. The study focuses on the concept of justice theory to determine the influence of emotions on the three dimensions of justice (distributive, procedural, and interactional) for consumer satisfaction. The study considered a sample of 102 retailers in the Yogyakarta region in Indonesia, whose customers had experienced service failure and received service recovery. This study hypothesizes that perceived justice will significantly affect customer satisfaction directly in the context of service recovery satisfaction. It is further hypothesized that there will be a significant indirect effect of perceived justice on customer satisfaction in the context of service recovery satisfaction through emotions. This study employs the hierarchical regression model and shows that perceived justice (distributive, procedural, and interactional) significantly and directly affects customer satisfaction. Further findings indicate that perceived justice also significantly and indirectly affects customer satisfaction. Positive emotions influence the effect of perceived justice on customer satisfaction. Negative emotions only mediate between perceived procedural justice and satisfaction. Thus, negative emotions do not elicit perceived distributive and interactional justice to unsatisfied retailer as consumers. The mediating variables are only partial mediations. The findings hold significant implications for the theory and practice of service recovery management, especially for retailers and service providers.
Purpose With concern on cross-religion research, this study aims to examine Christian consumer attitude towards Islamic TV advertising in Indonesia. This study includes together both subjective norm and dogmatism in an analysis as moderating variables. Design/methodology/approach An online survey for 186 sample respondents was conducted to test nine hypotheses. Multi-group moderation test was conducted to test the moderation effect of subjective norms and dogmatism on the model. Findings The results indicate that Christian intrinsic religiosity has a significant negative relationship with Islamic TV advertising credibility. Consumers’ attitudes towards Islamic TV advertising are proven to be the consequence of Islamic TV advertising credibility, even if the relationship is inverted. Moreover, this study concludes that subjective norms and dogmatism significantly moderate the relationship between Islamic TV advertising credibility and attitudes towards Islamic TV advertising differently. Subjective norms tend to weaken the relationship, while dogmatism strengthens it. Research limitations/implications During the process of this study, the authors uncovered three research limitations. First, too many measurement items for dogmatism eliminated from the analysis. Second, having balanced proportion for the high and low group has become the concern of this study, Third, a sample size of 186 is not adequate for such a complex model. Practical implications Managers should employ endorsers with multi-faceted images who can be accepted by all segments of society to combat the negative perception and attitudes of Christian consumers on Islamic attributes in TV advertising. Originality/value This paper contributes to the literature on cross-religion marketing research, especially on the topic of advertising, by comparing the internal influence (dogmatism) and external influence (subjective norm) on attitude towards Islamic TV advertising.
Introduction/Main Objectives: Even thought there is a risk from using humor as an advertising campaign strategy in industries which rely on trust and their technological prowess, like the telecommunications sector, the fact that there are a great number of humorous advertisements arranged by telecommunications companies in Indonesia needs to be researched. Background Problems: This research aims to narrow the phenomenon by investigating the effect of humorous advertisements with the need for humor as a moderating role on consumers’ attitudes, consumers’ intent to purchase, and their word of mouth intention. Novelty: By adding the need for humor in a moderating role, and the word of mouth intention as an endogenous variable, this research aims to extend the existing models of humorous advertising’s effectiveness. Research Methods: The research was designed to focus on consumers who can be classified as young adults (18 to 34 years old) and are not users of the mobile SIM card brands that the ad they perceived as funny ones. The researcher conducted a survey with a five point Likert scale, an online questionnaire, and purposive sampling as the primary data collection methods. Finding/Results: The result shows that although a humorous advertisement has a significant impact on the attitude toward the advertisement and the word of mouth intention, the humorous advertisement has no significant impact on the attitude toward the brand and the consumers’ intent to purchase. The need for humor failed to moderate the relationship between the humorous advertisement and the attitude toward the advertisement in this study. Conclusion: The researcher concludes that the impact of a humorous advertisement was limited to only entertaining the consumers, and to encourage their word of mouth intention, not their purchase intention.
Purpose – This paper aims to explore business relationship framework between two companies. In this research, relationship marketing and transaction cost were used as frameworks to analyze business relationship of two different kinds of companies in Indonesia, oil company and hypermarket. Gronroos (1994) defines relationship marketing is establishing, maintaining and enhancing relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises. This definition is a key to analyze the relationship of retailer and their supplier. In contrast, Williamson (1980) argued that relationship in business organization is based on their economic interest, and this approach is known as transaction cost approach. In this kind of relationship, business organizations consider cost and benefit of business relationship. Design/methodology/approach – The design of this study is triangulation. Two approaches were used to answer the research questions. A survey involving 204 respondents was conducted. These are companies in Indonesia oil and gas and retail industries. The types of power of those companies were analyzed using descriptive statistic and paired t test. Also, case study was conducted to gain depth information of two companies, with a large number of business partners among the respondents. The design of case study is holistic case study. Findings – The result shows that, in the oil company, the relationship between a company and their supplier is tied on a strict contract. In fact, the relationship of supplier and company in a fuel company based on transaction cost theory. In the retail company, the relationship of supplier and retailer based on trust, commitment and satisfaction. Those three construct are the foundation of relationship marketing. Companies in those two industries tend to use non-coercive power to influence their business partners. Originality/value – This study analyzes type of business relationship in industries in emerging markets. It also discusses type of influence strategy used by companies to control their business partners to gain mutual benefit.
Abstract:Complaints delivered directly to a firm will not be a problem if they can be handled properly, while the ones that are not disclosed directly to the firm but to a third party or even warnings to others not to use particular products or services, will be negative word-of-mouth communication. It can damage the image of the firm and be very detrimental. The purpose of this study was to analyze the antecedents of intention to engage in negative online word-of-mouth communication that includes dissatisfaction, service importance, success of complaint, complaint benefit, self confidence, altruism, retaliatory intention, and complaint cost. Medical services were selected considering the impact caused by the negligence of the service provider possibly giving rise to negative word-of-mouth communication. The online environment has been considered because of the developments in technology which provide opportunities for consumers to communicate with ach other. In addition, the dissemination of information through online media can spread incredibly widely and rapidly. The samples in this study comprised consumers of medical services who had disappointing experiences in using those services either directly or indirectly. A total of 123 questionnaires were analyzed with multiple regression analysis to test the research hypothesis. The results showed that the factors influencing the intentions behind negative online word-of-mouth communication were success of complaint, altruism, retaliatory intention, and complaint cost.Abstrak: Keluhan yang tidak diungkapkan langsung kepada perusahaan tetapi kepada pihak ketiga atau bahkan mengingatkan pihak lain untuk tidak menggunakan produk atau jasa perusahaan tertentu akan menjadi komunikasi word-of mouth yang bersifat negatif dan dapat merusak citra perusahaan sehingga merugikan perusahaan. Penelitian ini bertujuan untuk menganalisis anteseden niat komunikasi word-of mouth negatif secara online yang meliputi: tingkat ketidakpuasan, tingkat kepentingan jasa, sukses perilaku keluhan, manfaat keluhan, kepercayaan diri, altruisme, niat retaliasi, dan biaya keluhan. Layanan medis dipilih mengingat dampak yang ditimbulkan akibat kelalaian penyedia jasa sangat memungkinkan untuk terjadinya komunikasi word-of-mouth negatif. Lingkungan online dipilih mengingat perkembangan tehnologi memberikan peluang bagi konsumen untuk berkomunikasi dengan konsumen yang lain. Penyebaran informasi melalui media online memiliki tingkat penyebaran yang luas dan cepat. Sampel dalam penelitian ini adalah konsumen pengguna jasa medis yang mengalami kekecewaan atas layanan yang diterimanya, baik secara langsung maupun tidak langsung. Sebanyak 123 kuesioner di analisis dengan mengggunakan metode Regresi Berganda untuk menguji hipotesis penelitian ini. Hasil penelitian menunjukkan bahwa faktor yang berpengaruh terhadap niat komunikasi word-of-mouth negatif secara online adalah kemungkinan sukses perilaku keluhan, altruisme, retaliasi, dan biaya keluhan.
Purposes This study aims to investigate what consumer’s preference, as group members, to participate in boycott movement in Indonesia. Design/methodology/approach A mix method, qualitative (the first phase) and quantitative (the second phase), approach is used. The first phase used secondary data from media reporting interconnected themes on boycott, and the result of which was analyzed using content analysis method. Based on the results of the first phase, the authors continue with the second phase. The second phase used primary data from survey. The data were analyzed using analytical hierarchy process method. Findings The results showed that the primary target of boycott is the firm. The primary objective of boycott is the changing in firms’ behavior (instrumental), and the primary root cause of boycott is economy. Originality Value The study contributes to improve the authors’ knowledge about consumers’ preference, as group members, in their attempt to get involved in boycott movement. From the perspective of reference group theory, the study shows that consumers always compare what they do to what their groups do. Consumers also tend to be willingly persuaded if an opinion has been adopted by a group of preferred people or when they are the members. From the perspective of expectancy-value theory, the decision to present particular behaviors is the results of rational process directed to a particular objective. Behavior chosen is considered, consequences and results of an action are evaluated, and the decision is made whether or not to take any action.
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