Consequences of customer loyalty to the loyalty program and to the company

Gaining customer loyalty is an important goal of marketing, and loyalty programs are intended to help in reaching it. Research on loyalty programs suggests that customers differentiate between loyalty to a company and loyalty to a loyalty program, yet little is known about the consequences of these two types of loyalty. Therefore, our study intends to make two main contributions: (1) improving our understanding of the constructs ??program loyalty?? and ??company loyalty??, (2) investigating the relative impact of the two types of loyalty on preference, intention, and purchase behavior for the case of a multi-firm loyalty program. Results indicate that company loyalty influences a customer??s choice to visit a particular provider and to prefer it over competitors, but it is not a strong predictor of purchase behavior. Conversely, program loyalty is a far more important driver of purchase behavior. This implies that company loyalty primarily attracts customers to a particular provider and program loyalty ensures that once inside the store, more money is spent.     

Unterschichtfernsehen? Integration und Differenzierung von bildungsspezifischen Teilpublika

Analyses of the development of the dual broadcasting system are dominated by communicator-centred approaches, which test the hypothesis of convergence by means of content analysis and generate contradictory results. As of today, the recipient-orientated perspective has gained only little attention. This paper concentrates on media use in the period from 1988 and 2004, after the dual broadcasting system was established in Germany. Using longitudinal data, we examine whether the use of the most important television channels depends on education. The main question is whether the introduction of the dual broadcasting system in Germany has differentiated the composition of the television audience or whether broadcasting still has an integrating effect. The results contradict the differentiation hypothesis.     

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Book reviews

     

Greenspans Geldpolitik war es nicht

Zusammenfassung  Viele Experten halten die jahrelang expansive amerikanische Geldpolitik nach der dotcom-Krise 2001 für eine wesentliche Ursache der heutigen Finanzkrise. Gibt es dafür theoretisch überzeugende Argumente oder empirische Beweise? Wie ist diese Auffassung in Hinblick auf die Ursachenanalyse der jetzigen Misere zu beurteilen und wie sollten ?hnliche Krisen kurzfristig erfolgreich bek?mpft und dauerhaft unterbunden werden? Prof. Dr. Heiner flassbeck, 57, ist Director of the Division on Globalization and Development Strategies der UNCTAD in Genf; Friederike Spiecker, 41, Dipl.-Volkswirtin, ist freie Wirtschaftspublizistin.     

The Impact of Service Characteristics on the Switching Costs–Customer Loyalty Link

This research investigates the interrelationship between service characteristics and switching costs and makes two contributions to the service retailing literature: (1) As a means of better understanding the effectiveness of switching costs, the study suggests a two-dimensional typology of switching costs, including internal and external switching costs and (2) it reveals that the effect of these switching costs on customer loyalty is contingent upon four service characteristics (the IHIP characteristics of service). We carried out a meta-analytic review of the literature on the switching costs–customer loyalty link and created a hierarchical linear model using a sample of 1,694 customers from 51 service industries. Results reveal that external switching costs have a stronger average effect on customer loyalty than do internal switching costs. Moreover, we find that IHIP characteristics moderate the links between switching costs and customer loyalty. Thus, the link between external switching costs and customer loyalty is weaker in industries higher in the four service characteristics (as compared to industries lower in these characteristics), while the opposite moderating effect of service characteristics for the internal switching costs–loyalty link is noted.     

New Insights in the Moderating Effect of Switching Costs on the Satisfaction–Repurchase Behavior Link

Existing studies on the role of switching costs (SC) as moderator of the relationship between satisfaction and repurchase behavior are inconclusive. We attempt to explain these inconclusive findings by synthesizing an amplifying and a lock-in effect, and hypothesize a nonlinear moderating effect. In Study 1 (a main study and three replications), we find strong evidence for an inverted u-shaped moderating effect of overall SC. Our results suggest that satisfaction is a particularly important predictor of repurchase behavior in situations characterized by medium-levels of SC. Based on Prospect Theory, Study 2 (a main study and one replication) reveals that this inverted u-shaped moderating effect of SC is stronger for positive (relational and financial) SC than for negative (procedural) SC. We conclude with recommendations for satisfaction management of different customer segments, and describe possibilities to influence customer switching costs in various industries.     

How habits, social ties, and economic switching barriers affect customer loyalty in contractual service settings

While existing literature acknowledges positive effects of satisfaction and economic switching barriers for building customer loyalty, studies analyzing interactions of these antecedents reveal mixed findings. Prior research does not consider, as antecedents of switching barriers, either habits or social ties that result from shared service-usage within a family or community. This paper contributes to the literature, first, by replicating the effects of satisfaction, economic switching barriers, and their interaction with customer loyalty and word-of-mouth of subscribers to a contractual service. Second, the study empirically tests the role of social ties as a social switching barrier. Third, the study introduces and tests the effects of habits as a precursor of economic and social switching barriers. Results reveal significant positive effects of satisfaction, economic switching barriers, and social ties on customer loyalty and word-of-mouth. Additionally, economic switching barriers and social ties interact significantly with satisfaction and habits act as a precursor of economic switching barriers and social ties.