The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

Cuomo

2019

ITP

Purpose Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose of this paper is to scrutinize how customer values (functional, social and experimental) enhance satisfaction, loyalty and identification, and how such relationships, in turn, impact users’ continuance interaction intention. Design/methodology/approach A mixed-method approach was designed to identify the consumers’ perception toward high-end retailers of worldwide brands. In all, 12 interviews with experts in retailing and a survey among 390 respondents were conducted. Structural equation modeling/AMOS was employed to gain insight into the various relationships and influences. Findings To augment users’ continuance interaction intention, the results indicate that retail managers should focus more on customer-based values when they design marketing strategies for brand pages on social media. The findings also provide guidelines for retail marketing and social media managers to generate consumer value in the retail environment via information quality, product-related learning and economic benefits (functional value); interaction, collaboration and social presence (social value); and experiential value (intellectual and effective value). Originality/value The paper offers critical managerial contributions by presenting a comprehensive picture of the condition in which a favorable brand social media page could be constructed within a brand to satisfy consumer value and achieve satisfaction, loyalty, identification and continuance interaction intention, all of which are critical objectives for every company. In other words, a clear knowledge of the dimensions of consumer value concepts can assist retail communication managers to improve consumers’/visitors’/shoppers’ intention to continue their interaction in a competitive market. The current study is one of the very few emerging research studies to have examined the relationships between consumers’/visitors’/shoppers’ functional values, social values and experimental values empirically, and to have further explored the relationships between the research constructs.

Section: Methodsmentioning

confidence: 99%

Continuance interaction intention in retailing

Cuomo

2019

ITP

“…More precisely, it is concluded in the previous research that product quality increases overall customer satisfaction, (Dong-Hee, 2014). Furthermore, promotional activities such as loyalty programs increase the perceived value and product quality among consumers, (Stathopoulou & Balabanis, 2016). It is necessary to take into consideration other factors that influence consumers.…”

Section: Resultsmentioning

confidence: 99%

Consumer experience and the role of promotion on the mobile device market

Bakator¹,

Boric²

2017

JEMC

In this study, the influence of promotion and product quality on customers' satisfaction was analyzed. The research was conducted via a survey. The goal of the paper was to define and analyze the correlation between variables such as advertising, product quality, brand loyalty and customer satisfaction. The data was statistically processed with a t-test in order to present the data as statistically significantly different. The t-test included the Pearson Correlation, which in all four auxiliary hypotheses was positive. The research provided an insight and strengthened the theory of advertising influence on consumer behavior as well as the concept of brand loyalty and product quality. Further results are presented in the paper.

“…In addition, stores can retain their customers through the so-called loyalty programs, such as collecting points that can be redeemed for gifts or other programs according to customers' taste. The study conducted by Stathopoulou and Balabanis (2016) suggests that their loyalty programs can strengthen customer loyalty, both utilitarian and hedonist. In addition to retaining customers, these programs also could be used to maintain costumers as well as to gain new potential customers.…”

Section: Discussionmentioning

confidence: 99%

Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store

Wijaya

2017

EBER

A B S T R A C T Objective:This study aims to understand the interrelationship between customer experience, self-congruity, and customer loyalty in the fashion industry. Previous studies have examined the direct effect of self-congruity on loyalty without taking into account the factor of customers' shopping experience, which may moderate customers' impression of a fashion. Research Design & Methods:This study employed questionnaires distributed to 100 respondents. Collected data was processed using PLS-SEM. The target respondents were between 18-30 years old. Individuals in that age band have dynamic dressing styles, so interesting to study. In the present study, the data from the respondents was processed in order to determine the inner model, the outer model, and hypothesis testing. Findings:The results of this study suggest that customer experience plays a significant role in moderating the effect of self-congruity on customer loyalty. This means that even though customers feel comfortable with a store's image, however if they have bad experience, such experience may cause these customers not to be loyal. Implications & Recommendations: Research reveals that consumers are very concerned towards their experience when shopping. Stores should provide service that can make their customers feel comfortable and pleased. Contribution & Value Added: This study provides new insights into attempts to maintain customer loyalty. Several research was studied on self-congruity and loyalty, yet this is the first study that depict how experience moderating self-congruity towards loyalty. Article type: research paper