Customer Engagement into Value Creation: Determining Factors and Relations with Loyalty

Banytė, Jūratė; Tarutė, Asta; Taujanskytė, Inga

doi:10.5755/j01.ee.25.5.8402

Cited by 27 publications

(36 citation statements)

References 42 publications

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“…Regarding the relationship of satisfaction with loyalty, (Chang, Wnag, & Yanga, 2009) state that satisfaction directly affects customer loyalty, which includes dimensions such as the intention to repurchase, word of mouth and tolerance to price increases (Anderson et al, 1994;Fornell et al, 1996;Zeithmal, 1988). In the marketing literature, the positive influence of satisfaction on intention is recognized by many publications (Cronin & Taylor, 1992;Wangenheim & Bayon, 2007;Banyte, Tarute, & Taujanskyte, 2014), and some of them specifically focus on the field of sports events (Clemes et al, 2011;Cronin et al, 2000;Kim et al, 2006;Kuenzel & Yassim, 2007;Lee & Kang, 2015;Theodorakis, Alexandris, Tsigilis, & Karvounis, 2013;Trail, Anderson, & Fink, 2005;Wakefield & Blodgett, 1996). Therefore, the hypothesis to be tested is:…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

The role of perceived value and emotions in the satisfaction and future intentions of spectators

Moreno

Hervás

Pomar

et al. 2016

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The quality of service offered by sports entities has become a good predictor of user satisfaction and also future intentions. To know the future intentions of customers of any service is a key objective to develop service improvement and retention strategies. This need has also become apparent to professional sports clubs. In this study, the relationship between perceived quality (tangibles, staff, complementary services and outcome quality), perceived value, emotions, satisfaction and future intentions of spectators are analyzed for a sporting event. Consequently, the main objectives proposed in this study were to test a model of causal relationships whereby the perceived value is a function of perceived quality, satisfaction is a consequence of quality, perceived value and emotions, and future intentions are a function of satisfaction and perceived value, and to know the importance of perceived value in predicting future intentions of the spectator. The research was conducted on a basketball club of the Spanish premier league, where 563 spectators were surveyed with a selfadministered questionnaire. The original scale used for the analysis of perceived quality consisted of 9 items with an alternative seven-point response and was called Eventqual-R, that is the short version of Eventqual which is used in the regular leagues of professional basketball. Results indicate that perceived value is the best predictor of the satisfaction and future intentions of spectators, while quality and emotions have limited relevance as predictors of spectator satisfaction.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

The role of perceived value and emotions in the satisfaction and future intentions of spectators

Moreno

Hervás

Pomar

et al. 2016

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“…DeMatos & Rossi (2008) noticed that unidimensional (behavioural) perception of loyalty is too narrow, and attitudinal loyalty should be taken into account when loyalty is measured. Moreover, various drivers could have a different impact on both types of loyalty (Gecti & Zengin, 2013, Banyte et al, 2014. Therefore, we conclude that existing theories could not explain which factors influence different types of loyalty.…”

Section: Introductionmentioning

confidence: 85%

“…Satisfaction was usually mentioned as the main factor, which influences customers' loyalty (Lam et al, 2004, Shi et al, 2011Liu et al, 2011, Banyte et al, 2014. Satisfaction is perceived as a consequence of the customer's post-purchase evaluations of both tangible and intangible attributes of an object (Vazquez-Carrasco & Foxall, 2006).…”

Section: Theory and Hypothesismentioning

confidence: 99%

Drivers of attitudinal and behavioural loyalty in B-2-B markets

Dikčius

Kirse²,

Časas³

et al. 2019

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There is no doubt that loyalty is one of the most frequently explored topics. However, this might not be the case with the loyalty in the business-to-business market. That is also true about the research of the loyalty-forming constructs: it is unclear whether the constructs, which influence loyalty in B-2-C market-perceived quality, switching costs, commitment, trust, and satisfaction-have an impact on loyalty in the B-2-B market, too. The paper aims to evaluate an impact of the main drivers on the two types of loyaltybehavioural and attitudinal-in the case of B-2-B market. The survey of B-2-B service companies, performed in a small transition economy, has proved the significance of the selected factors for the measurement of loyalty. The high level of determination coefficient showed that the models included the most important factors. However, some factors had a direct impact, while other factors influenced loyalty indirectly. Switching costs and attitudinal loyalty had a direct impact on behavioural loyalty. At the same time, satisfaction had a direct impact on attitudinal loyalty, making an influence of the behavioural loyalty as well. Meanwhile, the impact of trust, perceived quality and commitment on attitudinal loyalty was strongly mediated by the perception of satisfaction.

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“…Many researchers have stated that the WOM behavior of customers positively affects purchase intention (Wirtz & Chew, 2002;Banyte et al, 2014;Davidaviciene & Davidavicius 2014;Li et al, 2014;Skackauskiene et al, 2015). The WOM behavior of consumers is positively influenced by the present purchase intention (Christina, 2008).…”

Section: Purchase Intention and Customer Loyalty Influence On Wom Behmentioning

confidence: 99%

The Effect of Customer Equity Drivers on Word-of-Mouth Behavior with Mediating Role of Customer Loyalty and Purchase Intention

Alavijeh¹,

Esmaeili²,

Sepahvand³

et al. 2018

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The uncertain stand in terms of product and service quality invites customers to get the advantage of other customers' experiences in order to make a purchase decision. It has been discussed that word-of-mouth (WOM) influences consumer purchase behavior and it could create a robust tie like relatives and could also tie as close friends, acquaintances, and strangers. This paper intends to define the concepts of WOM and customer equity and study the terminology of current purchase intention, customer loyalty and correlates to consumer decision making. The data were collected utilizing selfadministrated questionnaires. The results are obtained using Smart PLS 2.0, then using the bootstrap algorithm the tstatistics are analyzed. The results indicate that customer equity drivers increase the customer loyalty and consequently ends in WOM by the customers. Despite the literature which has investigated the influence of customer equity drivers on the loyalty and purchase intention of the customers, this study contributes the analysis of drivers on WOM. Also, it reveals that if a firm invests in the customer equity drivers, the result will be loyalty and accordingly, the easiest way of advertisement that would be WOM. This study only focuses on a unique industry that can impact the generalizability of the contexts. Also, it relates only to the positive WOM effects. Future studies could strengthen the literature by taking in negative WOM with a broader population.

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Customer Engagement into Value Creation: Determining Factors and Relations with Loyalty

Cited by 27 publications

References 42 publications

The role of perceived value and emotions in the satisfaction and future intentions of spectators

The role of perceived value and emotions in the satisfaction and future intentions of spectators

Drivers of attitudinal and behavioural loyalty in B-2-B markets

The Effect of Customer Equity Drivers on Word-of-Mouth Behavior with Mediating Role of Customer Loyalty and Purchase Intention

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