消费体验对汽车品牌忠诚的影响机理分析——以顾客满意度为中介变量

品牌忠诚度是品牌资产的重要组成部分。研究显示,企业社会责任体验既对汽车品牌忠诚产生直接影响,同时,也通过顾客满意度对汽车品牌忠诚产生间接影响;功能体验、关联体验主要通过顾客满意度对汽车品牌忠诚产生间接影响;情感体验对顾客满意度及汽车品牌忠诚无显著影响。功能体验、关联体验对汽车品牌忠诚的影响明显高于企业社会责任体验对汽车品牌忠诚的影响。     

消费者创新性对顾客忠诚的影响

近年来,随着买方市场特征的日益显著,企业竞争策略开始从单纯的争夺顾客向保留顾客转变。鉴于当前消费者创新性对顾客忠诚的重要作用,研究消费者创新性对顾客忠诚的影响,对于我们更好地认识顾客忠诚形成机制并指导顾客关系管理实践具有十分重要的意义。基于消费者视角,借助计划理论与调节聚焦理论探讨消费者创新性对顾客忠诚影响的内在机理可以发现,消费者创新性对顾客忠诚具有负向影响,且这种负向效应不受顾客满意度水平高低影响。同时,消费者创新性对顾客忠诚两个维度的影响存在差异,即消费者创新性负向影响行为忠诚,而对态度忠诚并无显著影响。考虑到消费者创新性对顾客忠诚及其具体维度的影响,为更好地进行企业顾客关系管理,必须关注目标顾客消费者创新性程度,特别是重视目标市场中消费者创新性程度较高的那部分顾客。企业在追求顾客忠诚时,不能仅仅关注顾客满意,还要充分认识消费者创新性对顾客忠诚的负向影响,将注意力转向企业外部,关注消费者创新性程度,采取适当的营销策略合理防止消费者创新性程度较高的顾客发生购买行为转移。     

社会责任:企业永续经营的基石

本文认为,企业的社会责任是企业对社会符合道德的行为,主要包括对消费者的责任,对社会的利益和发展的责任,对自然环境及社会生态平衡的责任,对企业员工的责任。企业要长远发展,必须要有核心价值观,必须讲道德,必须承担社会责任。承担社会责任不仅有利于社会大众,更有利于企业自身,它可以提升企业的社会形象和声誉,提高企业经营效益,建立员工和顾客持续稳固的忠诚,从而使企业获得长期繁荣和持续发展。     

体验营销在体育健身企业中的实证研究——以南京某健身公司为例

本文在回顾体验营销相关概念之后,针对健身企业的体验营销,以南京一家健身公司为例,分析健身行业中体验营销状况。以顾客忠诚度作为体验营销效果的评价指标,对体验营销的4个维度(消费者投资报酬、服务优越性、价值美感和趣味性)和顾客忠诚度进行回归分析。结果表明体验营销中的服务优越性和趣味性对顾客忠诚产生重要影响,而消费者投资报酬和价值美感两个因素对顾客忠诚的影响不明显。     

体验营销在体育健身企业中的实证研究——以南京某健身公司为例

本文在回顾体验营销相关概念之后,针对健身企业的体验营销,以南京一家健身公司为例,分析健身行业中体验营销状况。以顾客忠诚度作为体验营销效果的评价指标,对体验营销的4个维度(消费者投资报酬、服务优越性、价值美感和趣味性)和顾客忠诚度进行回归分析。结果表明体验营销中的服务优越性和趣味性对顾客忠诚产生重要影响,而消费者投资报酬和价值美感两个因素对顾客忠诚的影响不明显。     

从消费者购买行为特征看如何赢得消费者忠诚

在实际生活中,我们常常发现一些奇怪的现象有的顾客即使有较高的满意度,仍然会选择其他企业的产品和服务;相反,有的顾客对企业的产品和服务并不十分满意,却仍然是企业的忠诚客户.本文将试着以消费者的购买行为特征为切入点,对企业如何赢得消费者忠诚作初步探讨.     

从消费者购买行为特征看如何赢得消费者忠诚

在实际生活中,我们常常发现一些奇怪的现象:有的顾客即使有较高的满意度,仍然会选择其他企业的产品和服务;相反,有的顾客对企业的产品和服务并不十分满意,却仍然是企业的忠诚客户。本文将试着以消费者的购买行为特征为切入点,对企业如何赢得消费者忠诚作初步探讨。     

零售业的忠诚计划

在营销理论上,作为客户忠诚计划被定义为顾客行为的持续性。它是指顾客对企业产品或服务的信赖和认可,坚持长期购买和使用该企业产品或服务,即使出现了价格更加低廉的替代品,顾客也不会轻易转投他人,顾客还自愿向别人推荐企业的产品或服务。客户忠诚计划,又名回报计划,即对重复购买特定商家产品或服务的消费者给予回报的计划。零售业实施此类忠诚计划的企业越来越多,但他们为什么这样做,做的效果该如何评价,这就是笔者即将要展开的研究。     

基于不同视角的顾客忠诚探析

顾客忠诚是指顾客对某一产品或服务偏爱的心理状态和长久的忠心。忠诚的顾客具有较低的价格敏感性,愿意支付额外费用,愿意进行正面积极的口碑宣传,能给企业带来明显的经济效益,这些因素对商业操作有着重要影响。本文对忠诚研究的三种视角、顾客忠诚的承诺实质和重要性以及顾客忠诚的影响因素及启示进行了剖析和探讨。     

顾客参与创新:第三方消费者对产品创新性的感知

作为顾客参与创新的目标消费群体,第三方消费者如何评价顾客参与创新的成果具有重要的意义。文章通过社会认知理论的视角探讨了顾客参与创新对第三方消费者的影响。通过三组实验发现,顾客参与创新会显著促进第三方消费者对产品创新性的感知,这种创新性感知受到第三方消费者对参与创新顾客身份认同的中介作用。同时,第三方消费者与参与创新顾客的关系紧密性以及参与创新过程的透明度会调节顾客参与创新与身份认同感之间的关系,进而影响第三方消费者对顾客参与创新成果感知创新性的评价。其中,第三方消费者与参与创新顾客的关系紧密性越强,其对参与创新顾客的身份认同度越高;顾客参与创新过程的透明度越高,第三方消费者对参与创新顾客的身份认同感越高。     

Does Corporate Social Responsibility Influence Customer Loyalty in the Taiwan Insurance Sector? The role of Corporate Image and Customer Satisfaction

This study aims to investigate the impact of corporate social responsibility on customer loyalty, and examines the role of corporate image and customer satisfaction. The empirical results indicate a positive effect of economic and legal corporate social responsibility on customer loyalty, as well as a partial mediating effect of customer satisfaction between corporate social responsibility and customer loyalty. Moreover, this study identifies the moderating effect of corporate image between corporate social responsibility and customer loyalty. The results of this study are useful to the life insurance sector for enhancing their customer loyalty and service marketing strategy.     

CSR attributions and the moderating effect of perceived CSR fit on consumer trust,identification, and loyalty

Although many companies have engaged in corporate social responsibility (CSR) actions to elicit positive customer responses, the motivation behind CSR actions plays an important role in how effective they are, often leading to unexpected outcomes. While previous literature has placed a strong emphasis on value- and strategy-driven CSR actions, the changing consumer perceptions of and responses to these CSR actions remain less understood. Therefore, the current study investigates 1) how a company's CSR attribution affects consumer trust, identification, and loyalty and 2) how the perceived CSR fit moderates these relationships. The results indicate that value-driven, strategic, and stakeholder-driven attributions have positive effects on consumer trust, influencing consumer-company identification and loyalty positively. Further, we find that perceived CSR fit significantly moderates the relationship between strategic attribution and trust and between trust and loyalty. This study provides meaningful implications for both academia and industry, as it illustrates the changes in consumer views following the global pandemic relative to consumer views revealed in earlier studies.     

The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior

Based on the assumption that consumers will reward firms for their support of social programs, many organizations have adopted corporate social responsibility (CSR) practices. Drawing on social identity theory, a model of influence of CSR on loyalty is developed and tested using a sample of real consumers. Results demonstrate that CSR initiatives are linked to stronger loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with the company. Moreover, identity salience is shown to play a crucial role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer-company identification. A strong identifier is not necessarily in a constant state of salience, but activating identity salience of a particular consumer social identity (a company) will affect consumer reactions to product stimuli, increasing consumer loyalty.     

CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality

This article examines the mediation effect of brand identification and the moderating effect of service quality (SQ) on the effects of corporate social responsibility (CSR) association on service brand performance. A survey of customers of mobile telecommunications services was conducted. The study finds, first, that both CSR and SQ have direct effects on brand identification and customer satisfaction and indirect effects on customer satisfaction (via brand identification) and on service brand loyalty (via customer satisfaction and via “brand identification/customer satisfaction”). Second, SQ enhances the effect of CSR on brand identification. This study contributes to the literature by incorporating three perspectives of service brand performance – CSR association, SQ, and brand identification – into one general framework that stresses (a) the mediating role of brand identification in predicting customer satisfaction and service brand loyalty; and (b) the interactive effect of CSR and SQ in predicting brand identification.     

Effects of quality and corporate social responsibility on loyalty

The purpose is to investigate the impact of corporate social responsibility perceptions on three aspects of customer loyalty for a new bank service (Travel Card) relative to a recognised major predictor in service quality. Surveys were completed by 204 bank consumers in Australia. Using a series of regression equations, two sets of socially responsible perceptions had significant effects on purchase intention and positive word of mouth. In both cases, new socially responsible information was twice as strong a predictor as service quality. However, for affective commitment, service quality was the dominant predictor. Furthermore, existing perceptions of socially responsible performance had a negative effect on purchase intentions. The study presents the first evidence that new socially responsible perceptions for a service firm can be a more powerful predictor than corporate abilities. The findings further illustrate the differential impacts of socially responsible information on different loyalty conceptualisations.     

Corporate image,loyalty, and commitment in the consumer travel industry

Abstract

This article examines the impact and interrelationship of corporate image, satisfaction, and commitment on customer loyalty in the travel industry. A corporate image–commitment–loyalty model was developed and tested. Partial least squares (PLS) was used to test the direct and indirect linkages between the four variables, and an alternative model was proposed. The tourism and travel industry is highly price sensitive and competitive with low levels of customer loyalty. Customer loyalty is a valuable asset in highly competitive markets, and understanding factors affecting customer loyalty is important to travel agencies who are seeking ways to maintain a strong customer base. The results of a mail survey conducted in New Zealand indicate that corporate image has a positive significant influence on customer commitment and customer satisfaction. Affective commitment is the focal point in the relationship and contributed most in predicting customer loyalty. The influence of customer satisfaction, on the other hand, contributed a much smaller effect. The key implications for travel agencies are build strong emotional bonds with customers and improve corporate image through trust and service delivery.     

What makes the corporate social responsibility impact on Customer–Company identification stronger? A meta-analysis

Customer–company identification (CCI) has been highlighted as an important mechanism that explains the relationship between corporate social responsibility (CSR) and customer outcomes such as customer loyalty and word-of-mouth (WOM). However, findings on when and how this mechanism works are mixed. To uncover the viability and strength of CSR’s indirect effect on customer outcomes through CCI, we conduct a meta-analysis testing a moderated mediated framework. This analysis incorporates 237 independent effect sizes from 58,766 individuals and 86 papers to examine the indirect effect of CSR on customer loyalty and WOM through CCI, while simultaneously testing a range of substantive and control moderators. The results reveal that 1) CSR has a main effect on CCI, 2) CCI mediates the effect of CSR on customer loyalty and WOM, and 3) there are significant theoretical moderators that amplify and reduce CSR’s relationship with CCI. The paper’s year of publication and industry controversy (versus non-controversy) mitigate the relationship between CSR and CCI, while collectivism and a holistic focus augment it.     

The service quality–loyalty relationship in retail services: does commitment matter?

The marketing literature has produced two schools of thought on the cause of customer loyalty in services industries. The service quality perspective puts forward that service quality evaluations substantially drive customer loyalty in services industries. The relationship marketing perspective puts forward that customer commitment to the service provider substantially drives customer loyalty in services industries. In addition, commitment is a complex construct with at least two forms, one based in liking and identification (affective commitment) and one based in dependence and switching costs (continuance commitment). These positions were examined in an integrated model of retail–service relationships. It was found that affective commitment and continuance commitment were mainly partial mediators of the service quality–loyalty relationship. It was also found that affective commitment to the retailer had a positive impact on customer loyalty while continuance commitment in marketing relationship had a deleterious effect on customer loyalty.     

Corporate social responsibility: Findings from the Chinese hospitality industry

The study investigates the impact of corporate social responsibility (CSR) on consumers’ attitudinal and behavioral responses, factors closely related to a firm's social and economic performance, using data from 451 customers of three hotels. We also test the universality of such impact across various consumer groups. Results show that CSR positively affects perceived corporate reputation and customer satisfaction, which in turn, significantly affect customer commitment and behavioral responses (i.e., loyalty intentions and word-of-mouth). Perhaps more importantly, the role of CSR is not universal across consumer groups. Particularly, consumer income seems to moderate the relationship between CSR and perceived reputation. Specifically, the positive effect of CSR on perceived corporate reputation is more salient among people with a higher income. Managerial implications are discussed.     

How Does Corporate Social Responsibility Affect Consumer Response to Service Failure in Buyer–Seller Relationships?

The researchers investigate how corporate social responsibility (CSR) affects customer response following service failure within the context of buyer–seller relationships. A series of three experiments demonstrate that CSR is more effective under communal (vs. exchange) relationship norms, consistent with the alignment of CSR with the communal norm of concern for the needs of others. The effectiveness of CSR is also shown to vary as a function of company motives and CSR framing, serving as theoretically and managerially relevant boundary conditions. Together, these findings increase our understanding of how and when CSR will have a positive impact on consumers and, in turn, companies via customer satisfaction and loyalty.