品牌社群认同对品牌忠诚的影响研究

从品牌社群认同切入,以新奇军作为研究对象,构建社群认同影响品牌忠诚的概念模型。实证研究表明,不同层次的社群认同对品牌认同和社群承诺的影响存在差异,并验证了社群认同如何通过品牌认同和社群承诺作用于品牌忠诚的具体路径。     

Antecedents and consequences of logistics value: And empirical investigation in the Spanish market

In business practice and the academic study of logistics, the incorporation of concepts such as quality followed by value has been truly revolutionary. In addition, the use of information and communication technologies (ICT) has substantially modified the way inter-company relationships are managed. This has meant that logistics is no longer considered a routine, merely operational activity but a strategic variable which is a deciding factor in achieving customer satisfaction. There are, however, still a large number of companies which continue to ignore the differentiating potential of logistics and consider it to be a routine activity. Our contribution comes within the framework of this new perspective which is analysed on the basis of an emerging concept: logistics value. The objective of this study is to contribute to the knowledge on what logistics value consists of and how it is formed, in business to business (B2B) relationships in particular. On the basis of a theoretical framework obtained from the literature review of perceived value from a trade-off perspective, we carry out an empirical analysis to determine the antecedents and consequences of logistics value. Our results, through SEM analysis show that ICT, the benefits derived from supplier-customer relationship, logistics service quality and the sacrifices associated to logistics service delivery in terms of costs, contribute to creating logistics value which is the antecedent to the classic satisfaction-loyalty chain.     

商业银行顾客忠诚问题研究

我国银行业的竞争日趋激烈，顾客资源成为商业银行之间竞争的焦点，赢得顾客忠诚将是商业银行在竞争中取胜的关键。本文对商业银行顾客忠诚的内涵、价值和影响因素进行了分析，对商业银行培育顾客忠诚提出了相关对策。     

Creating consumer durable retailer customer loyalty through order fulfillment service operations

Manufacturers now find themselves in the position of finding new ways to remain competitive in the era of retail power. The onus rests on the manufacturer's ability to implement operational strategies that help the retailer achieve its objectives. Specifically, manufacturers that establish successful order fulfillment service can affect retailer loyalty. The overarching goal of this research, therefore, is to examine the importance to operations managers of understanding the order fulfillment needs and expectations of their retail customers and to establish the value-added role that operations management plays in developing retailer loyalty. Empirical evidence is provided on the relationships between relational order fulfillment service, operational order fulfillment service, satisfaction, affective commitment, purchase behavior, and loyalty. Such evidence not only focuses on the strategic importance of the OM discipline in manufacturer–retailer relationships, but also extends previous OM theory by taking a more complex view of the loyalty phenomenon.     

Gender,loyalty card membership,age, and critical incident recovery: Do they moderate experience-loyalty relationship?

The study examines the critical role of customer experience in determining hotel brand loyalty and the moderating role of gender, loyalty card membership, age, and critical incident recovery in this relationship. Based on a sample of 408 hotel guests and employing structural equation modeling approach, dimensions that comprise ‘customer experience with hotel brands’—hotel location, hotel staff competence, hotel stay, and ambience, hotel website and social media, and guest-to-guest experience—are found to have relative effects on hotel brand loyalty. The results contribute to hospitality realm by suggesting the moderating effect of gender, loyalty card membership, age, and critical incident recovery on customer experience-loyalty relationship. Implications for managerial practice and theory are discussed together with limitations and further research directions.     

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.