How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust

Increasing interest in social commerce has been accompanied by concerns about creating high-quality customer relationships. Brands are particularly interested in how they may foster the creation of commitment and loyalty regarding their online social commerce communities. The present study contributes to this question by examining the relationship between social presence and customer relationship quality by means of customer commitment and loyalty. More specifically, this study clarifies the role of social commerce trust in this relationship. Based on 189 questionnaires from social commerce users, the direct relationships between social presence and commitment as well as loyalty are not supported, in contrast to prior findings. The results show that social commerce trust fully mediates the relationship between social presence and commitment as well as loyalty in social commerce online brand communities.     

Key drivers of services website loyalty

The ease of website comparison and strong price competition encourage users to constantly switch tourism service providers. The present work analyses how satisfaction, trust, and commitment can help to strengthen loyalty towards websites selling accommodation services. Moreover, special attention is paid here to evaluate the moderating effects of gender on the relationships between these variables. Structural equation models were used to test the hypotheses on a sample of 230 Mexican Internet users, online purchasers of tourist accommodation services. The results show significant differences between men and women's post-purchase behaviour with a higher influence in women of trust on commitment and of commitment on loyalty towards accommodation services websites. Managerial implications for accommodation websites are provided.     

CUSTOMER LOYALTY IN LOGISTICS OUTSOURCING RELATIONSHIPS: AN EXAMINATION OF THE MODERATING EFFECTS OF CONFLICT FREQUENCY

This research examines the moderating effect of conflict frequency on the satisfaction‐loyalty linkage in logistics outsourcing relationships. The findings suggest service satisfaction to be the primary driver of loyalty in smoothly running relationships. However, relational satisfaction takes a leading role in high conflict relationships. As turbulence increases in these important logistics service relationships, the quality of the interaction becomes a critical consideration.     

The link between customer satisfaction and loyalty: the moderating role of customer characteristics

This research examines whether trust and commitment mediate the extent to which satisfaction influences loyalty, and whether such mediation is conditional on certain demographic or situational customer characteristics. The findings suggest that assuming homogeneity supports the general notion that trust and commitment partially mediate the extent to which satisfaction influences loyalty. FIMIX-PLS and PLS-MGA analyses substantiate that this mediation differs between two distinct customer segments. The two segments reveal heterogeneity in how trust and commitment partially mediate the link between satisfaction and loyalty. That is, the effect of satisfaction on loyalty is fully mediated by trust and commitment in the segment of customers with high education, whereas satisfaction is partially mediated by trust, but not by commitment, in the other segment of customers with less education.     

EVALUATING THE RELATIONSHIP BETWEEN QUESTIONABLE BUSINESS PRACTICES AND THE STRENGTH OF SUPPLY CHAIN RELATIONSHIPS

While strong relationships are consistently identified as a critical component of successful supply chain collaboration, many firms still engage in questionable business practices that threaten the trust and commitment that exists among trading partners. Survey results from logistics managers at manufacturing firms found that low to moderate levels of questionable business practices occur in relationships with customers and that the occurrence of these practices are related to lower reported levels of trust and commitment between trading partners. The results suggest that reducing questionable behaviors will increase trust and commitment, which should lead to stronger relationships and increased supply chain performance.     

An alternative perspective on relationships,loyalty and future store choice

Abstract

The purpose of this research was to provide an alternative perspective for retailers to develop relationships and loyalty. This study suggests that traditional trust and commitment theories are somewhat imperfect in predicting future store choice. Through path modelling, we introduce two additional constructs of store functional loyalty and relationship worth. These constructs together with commitment are powerful predictors of future store choice. Furthermore, the study examines the antecedents of relationships, loyalty and future store choice. We conclude with new insights and practical suggestions for retailers to build relationships, loyalty and influence customers' future store choice.     

The formation of trust and commitment in business relationships in the Middle East: Understanding Et-Moone relationships

In recent years, different forms of relationships that are culturally bond have emerged such as; ‘Guanxi’ in China (Liu et al., 2008, Luo, 2007, Yau et al., 2000), ‘Blat’ in Russia (Michailova & Worm, 2003) and ‘Boon Koon’ in Thailand (Pimpa, 2008). While these special forms of relationships are culturally bond, studies have also suggested that the development of a business relationship is directly linked to the development of trust and commitment (Wilson, 1995). Considering that these forms are culturally bond, studies from the Middle East on the formation of trust and commitment within relationship development are largely absent. We argue that understanding the dynamic formation of trust and commitment will help to better understand Et-Moone business relationships within the specific cultural context of the Middle East. Thus, this study combines the insights from the theory of life-cycle (Dwyer et al., 1987, Ford, 1980) and the theory of trust and commitment by Morgan and Hunt (1994) to understand business relationships in the Middle East. Based on qualitative research using a longitudinal approach and 33 semi-structured in-depth interviews conducted in 2003, this study finds the relationship between trust and commitment to be far more dynamic and changeable as the relationship evolves. Also, it finds that trust and commitment are major factors in establishing Et-Moone relationships.     

Relationship marketing management: Its importance in private label extension

Relationship marketing aims to generate long-term profitable relationships between partners. In the context of the convenience goods market, the present study considers private labels in traditional categories as a tool to develop effective relationships. The main contribution of the study is the use of the relationship approach to explain private label loyalty and the success of store brand extension strategies. Drawing upon a sample of 434 individual and using EQS software, this study shows that customer experience, satisfaction, trust, and commitment to private labels play an important role in customer loyalty toward private labels in convenience goods, increasing consumers' propensity to buy private labels in new categories such as durable goods. Generating trust and commitment, which ultimately result in loyalty, is therefore a strategic goal and a source of long-term profitability for retailers.     

Affective commitment and customer loyalty in crowdsourcing: antecedents,interdependencies, and practical implications

Crowdsourcing, the outsourcing of previously internal processes within the corporate value chain to an external crowd of people, has become increasingly popular in retail. In applying this practice, retailers aim not only at improving the effectiveness and efficiency of their value creation process, but also at increasing the affective commitment and loyalty of their customers. Surprisingly, the effects of crowdsourcing on affective commitment and customer loyalty, and the factors influencing these objectives have hardly been researched. This paper closes this research gap. Through expert interviews and experimental studies, it comes to the conclusion that especially satisfaction with the crowdsourcing process and sense of virtual community are relevant factors impacting affective commitment and customer loyalty. The paper concludes with recommendations for optimizing these factors in retail practice.     

The other customer: The impact of self-image in restaurant patronage

The purpose of this research is to extend the understanding of self-congruity theory to the domain of restaurant patronage. In combination with sociometer theory, we propose a set of relationships among self-image, place commitment, and post-consumption behavior including loyalty and word-of-mouth. The hypotheses are tested on a sample of restaurant consumers in the United States. Analysis of the data demonstrates that while the consumer’s ideal self-image is a significant driver of place commitment and post-consumption behavior, his/her actual self-image is not a significant predictor of these constructs. These findings are considered, and implications for theory and practice are discussed.     

Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework

Based on the contingency, transaction, and trust theories, this paper explored how the green cooperation between supplier and customer in last-mile logistics contributes to consumers’ sustainable consumption behaviors and trust and transaction cost's contingency role. We collected survey data from 453 users of green shopping platforms in South Korea (e.g., Homepick and Smart Locker) and analyzed the data using structural equation modeling. The results suggest that green cooperation with companies positively affects consumers’ sustainable consumption behaviors and trust, and transaction costs negatively moderate such relationships. In addition, customer trust positively affects sustainable consumption behavior and loyalty. We also found that improved sustainable consumption behavior can form loyalty, but transaction cost decreases its positive impact. This paper evaluates the last-mile delivery through green cooperation and enriches the literature on contingency, transaction cost, and trust theories.     

Relationship and Market Conditions: Outcomes in Marketing Channels

Purpose: In today's highly competitive business environment, many organizations are tending to reduce the number of suppliers to focus on establishing stable and close relationships with a small number of them. The study here analyzes the influence of both market and relationship conditions on trust, commitment, and customer loyalty.

Methodology/Approach: Empirical research was conducted by collecting information from a sample of 304 retailers. A structural equations model is estimated.

Findings: Results support a positive influence of relationship value on trust and, in turn, on long-term orientation and commitment, with the latter as a strong antecedent of customer loyalty. In contrast, dependence on the main supplier does not seem to exert a significant effect on long-term orientation and commitment.

Originality/Value/Contribution: The evidence suggests that relationship conditions are important for creating value in B2B settings. Results shed additional light on the process of calculating, creating and claiming value.     

The Precursor Role of Cooperation,Coordination, and Relationship Assets in a Relationship Model

ABSTRACT

Purpose: The primary purpose of this study is to test the importance of activity-oriented precursors in a relationship model. This study supports the theoretical view that firms create trust and knowledge through activities and these activities make a commitment decision less risky (Johanson & Vahlne, 2009). The secondary purpose of this study is to collect and examine data from interorganizational relationships in both Sweden and the United States. By including data from two countries, results will be more generalizable. Results can also lead to several managerial implications.

Methodology/approach: This study focuses on a sample of distributors from both the United States and Sweden. One hundred sixty-one usable surveys were returned from the U.S. survey, for a response rate of 27%. One hundred twenty-four usable surveys were returned from the Swedish survey, for a response rate of 21%. The PLS-SEM method was used to examine the model’s constructs.

Findings: Similar to past research results show that trust and commitment have a direct positive influence on satisfaction, and that trust also has a direct positive influence on commitment. However, this study uniquely supports four out of six newly tested hypotheses. Both cooperation and relationship assets have a direct positive influence on commitment. Cooperation has a direct positive influence on trust and commitment. Relationship assets have a direct negative influence on trust but a direct positive influence on commitment. Surprisingly, two hypotheses were not supported: Coordination did not have a significant relationship with either trust or commitment.

Research implications: Managers who want to achieve a satisfactory relationship based on trust and commitment need to prioritize their attention toward cooperation. They should also be aware that participation in joint activities (i.e., coordination and relationship investments) does not guarantee higher levels of trust or commitment in the relationship. It is the quality of the joint activities and the how dependent firms are on each other and not just participation in joint activities that are likely to create higher levels of trust or commitment. The quality of coordination and manageable levels of dependence may counteract the higher costs associated with joint activities compared to the costs associated with cooperation. Managers may be wise to not make major commitments to other firms unless high quality joint activities have created knowledge and trust between firms. Originality/value/contribution: The model adds the joint activity-oriented antecedents associated with collaboration which is essential to a successful relationship. Because of the high failure rate of collaboration may be due to cooperation and coordination failures and because these two constructs are underspecified in interorganizational research, this study is unique in examining activity-oriented antecedents in a trust/commitment model of relationship satisfaction in a cross-cultural context (i.e., with U.S. and Swedish samples).     

Retail relationships and store loyalty: A multi-level perspective

An important factor in retail store loyalty is interpersonal relationships between retail salespeople and customers. However, relationships can also exist at the person-to-store level. This paper examines the linkages between trust in a salesperson, trust in the store, and repeat purchase intention. A model of store loyalty which includes relationships at both the person-to-store as well as person-to-person level is tested. The findings reveal that for those with an interpersonal relationship, trust and commitment to the salesperson are directly linked with purchase intention as well as indirectly through store attitude. For customers without a salesperson relationship, trust in the store leads to loyalty indirectly through store attitude, but does not have a direct impact on purchase intention. The results illustrate the existence of multi-level relationships between customers and stores and how those relationships link to store loyalty. The research adds to our understanding of the complexity of relationship retailing, while providing further evidence of the value of generating and maintaining interpersonal relationships as a retail strategy.     

Determinants of attitudinal loyalty in Nigerian telecom service sector: Does commitment play a mediating role?

This paper explores the mediating role of commitment in the relationships between service assurance, service reliability and attitudinal loyalty. A quantitative cross-sectional data generated from 138 experienced users of telecommunication services formed the final database. Attitudinal loyalty was found to be a process-based construct that starts from service assurance and proceeds to service reliability and finally to customer commitment and loyalty. The entire process explained 69 per cent of the total variance in attitudinal loyalty. The relationship between service assurance and attitudinal loyalty was insignificant. No support was found for the proposed mediating role of customer commitment in the relationship between service assurance and attitudinal loyalty. In contrast, the relationship between service assurance and attitudinal loyalty was fully mediated by service reliability. Finally, service reliability was both directly and indirectly related to attitudinal loyalty through customer commitment. To attract customers' attitudinal loyalty therefore, services companies especially those within the low-contact service category must deliver reliable services and make efforts to assure customers that their services are reliable. The implications for customer loyalty theory and future research are also discussed.     

Role of Gender in Conflict Handling in the Context of Outsourcing Service Marketing

Do male and female outsourcing service marketers differ in their responses to conflict‐handling styles of outsourcers? The paper addresses this question by identifying relationship‐oriented typologies of conflict handling from extant literature and examining their effects on key relational outcomes in outsourcing relationship in A sia. Specifically, the paper considers how outsourcers’ conflict‐handling styles impact trust and commitment by male and female outsourcing service providers’ ( OSP s). Data were collected from male and female OSP s and analyzed using F actor and H ierarchical M ultiple R egression analyses. Findings show significant differences in the relationship between conflict‐handling styles and relational outcomes between male and female OSP s. Precisely, integrating conflict handling–trust relationship is significantly stronger for males than for females, whereas compromising conflict handling–trust relationship is significantly stronger for females than for males. Findings show no statistical differences in accommodating conflict handling–trust relationship between the groups. These findings lead to research and managerial implications that conclude the paper.     

Influence behaviors and employees’ reactions: An empirical test among six societies based on a transactional–relational contract model

Organizational and task commitment are central drivers of firm performance as they affect employees’ willingness to exert effort for the organization. This paper argues that supervisors who consistently use socio-emotional and supportive influence strategies are likely to enhance subordinates’ immediate commitment to the tasks as well as their psychological attachment to the organization. Drawing on the transactional–relational contracts framework, we develop and empirically examine the effects of supervisors’ influence behaviors on two types of commitment. Data collected from 1150 respondents from China, Hong Kong, Taiwan, Germany, United States and Brazil provided support for the positive relationship between the persuasive influence strategy and both immediate task and organizational commitment. Exploratory analyses of the cultural differences in our sample reveal differences in assertive and relationship-based individual tactics. We thus identified potentially universally endorsed as well as culturally contingent influence tactics in predicting the two types of commitment.     

Relationship Marketing and Repurchase Intention in Ghana’s Hospitality Industry: An Empirical Examination of Trust and Commitment

Globally, the hospitality industry ranks as one of the most competitive business sectors, with competing organizations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This article examines how relationship marketing impacts trust, commitment, and repurchase intension of customers in the Ghanaian hospitality industry. The data collection questionnaire was administered to 167 randomly selected customers at a four-star hotel in the Accra metropolis. The data analysis used structural equation modeling to ascertain the significance of the relationship that exists between trust, commitment, and customer repurchase intension regarding the relationship marketing practices of hoteliers in Ghana. The findings show a positive and significant relationship between trust, commitment, and repurchase intension. The study also revealed that commitment partially mediates the association between trust and repurchase intension. This implies that both trust and commitment are necessary to attain repurchase and, eventually, loyalty.     

Customer demotion in hierarchical loyalty programmes

Hierarchical loyalty programmes are popular in many service industries, as a means to tie customers to the company and improve customer relationships. In these programmes, customers obtain more benefits if they spent more but are demoted if they spent less. This study focuses on demotion and suggests that customer demotion can have an asymmetrical negative effect on customers' trust, commitment, and loyalty. The effect appears strongest for demoted customers with an external locus of causality. An experimental study also shows that customer loyalty is lower for demoted customers than for customers who were never elevated.