There is a significant research on the relationship between customer satisfaction and customer loyalty (Fornell, Johnson, Anderson, Cha and Bryant 1996; Aydin and Ozer 2005). But there is limited research relating the concepts of customer satisfaction, customer loyalty, and customer advocacy. The literature is replete with the satisfaction index studies and their application viz. the ACSI model (Fornell et al. 1996); the European Customer Satisfaction Index (ECSI) model, etc. Ball et al. (2004) states that the explanatory power of these models will increase if both the dimensions of customer loyalty i.e. attitudinal loyalty and behavioral loyalty are considered as the ultimate dependent variables in the satisfaction models. However, Urban (2005) states that the advent of newer technologies like the Internet and the easy access to information has enabled the customers to go for informed purchases. Companies are opting to advocate for the customers to build the long term relationships. Urban (2005) states that companies should represent the best interests of the consumers by becoming advocates for them. According to the author, if a company advocates for the best interests of the consumer, they will reciprocate with trust, loyalty and spread positive word-of-mouth for the company. The author terms this as the customer advocacy strategy. This study has incorporated the customer advocacy paradigm of Urban (2005) because the marketing paradigm is shifting from traditional push-based marketing to relationship marketing to trust-based advocacy marketing.A comprehensive model relating the antecedents of customer satisfaction, two dimensional customer loyalty and customer advocacy is proposed and tested empirically in this study which can address this gap in the existing literature.To empirically test the conceptual model and the related hypotheses, a survey method was employed and the model was tested using the partial least square method (PLS) of structural equation modeling. Primary data were collected for this study by using structured questionnaire. The respondents were requested to choose their most frequently used mobile phone service provider. Their perception regarding the most frequently used mobile service provider was elicited. The respondents were requested to answer questions on an eleveninstruments of the constructs used in the study. Data was collected between June 2009 to November 2009 using a questionnaire survey in cities of Hyderabad and Kolkata in India using snowball sampling technique. Unidimensionality of the constructs used in the study was examined using factor analysis. The research model in the study was estimated using SmartPLS 2 (Ringle, Wende, and Will 2005). The constructs were found to have adequate reliability and validity. The results of hypotheses indicated that: path coefficients between customer expectation and perceived quality; customer expectation and customer satisfaction are insignificant; between customer expectation and perceived value is significant; between perce...
Purpose – This paper aims to develop a scale for stadium atmosphere in the Indian context. This is considered as a key area for sports managers, as stadium attendance contributes toward the teams revenues. Moreover, while the importance of environment is well-established in the marketing literature, stadium atmosphere has received limited attention. Design/methodology/approach – Through qualitative and quantitative studies in five different phases, a 14-item four-dimension stadium atmosphere scale was developed that included physical layout, facility aesthetics, entertainment experience and social interaction. Findings – The stadium atmosphere scale developed in this study demonstrates sound psychometric properties based on various reliability and validity tests as well as scale replications using different samples. Practical implications – The stadium atmosphere scale developed will be of particular use for sports marketers and management. It could be inferred that the stadium managers could expect high spectator attendance and satisfaction by focusing on stadium atmosphere factors such as the accessibility of seats and allocation of seat spaces, stadium architecture, the game characteristics and the attitudes and behaviors of stadium employees during live games. Originality/value – The present study addresses a key gap identified in the sports marketing and management area. The study adds to the conceptual understanding of the stadium atmosphere construct and empirically demonstrates the measurement scale for the construct.
Rice (Oryza sativa L.) production in South Asia is increasingly threatened by the erratic nature of onset of monsoon rain and climate change. Wide variance in rainfall pattern affects the timing of nursery raising and transplanting later in the main field. Existing rice cultivation practices such as direct seeded rice using drum seeder (DSR), system of rice intensification (SRI) and conventional transplanting (CT) are not able to address the production problems adequately. Therefore, we developed a package of practices - Climate Change-Resilient Rice Production Technology (CRRPT) - which allows keeping rice seedlings in the seedbed for an extended period to synchronize with the onset of monsoon rain. On-station trials during 2015-2016 comparing CRRPT with DSR, SRI and CT demonstrated that in CRRPT the seedlings can be maintained successfully in the seedbed for up to 55 days while achieving the equivalent yield of CT (30 days seedling) because of improved plant vigour. The CRRPT seedlings of 25 d and 35 d gave 22% and 11% more yield compared to CT (30 d seedling). Total water requirement in CRRPT was reduced by 20%, 14% and 13% in case of 55d, 45d and 35 d seedling, respectively, compared to that for CT (30 d seedling). In an on-farm study with 120 farmers’ fields in West Bengal during 2017-2018, average yield increased by 32% and net profit increased by 96%. Thus, CRRPT is remunerative, water efficient, climate change-resilient and can be easily adopted in the farmers’ fields. Results demonstrate that there is wide scope for its adoption for sustainable rice production in West Bengal and South Asia.
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