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The study site was Southeast Sulawesi Province. The research object was customers of BRI. The study took place in three (3) months. The first and second months were when the researchers contacted Bank Rakyat Indonesia (BRI) to con...
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The study site was Southeast Sulawesi Province. The research object was customers of BRI. The study took place in three (3) months. The first and second months were when the researchers contacted Bank Rakyat Indonesia (BRI) to conduct research, then the researchers distributed questionnaires to respondents. In the third month, the researchers collected questionnaires that had been filled in and performed data processing. The population in this study was BRI customers throughout Southeast Sulawesi, totaling 11,800 people. This study took 8% sampling precision to maintain the representativeness of the research sample. Based on the population, the sample size set in this study follows the Slovin formula to obtain a sample of 156 people.
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PurposeThe purpose of this paper is to investigate the extent to which customer experience and relationship marketing (RM), as two widely used service management approaches, can effectively determine satisfaction and commitment as...
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PurposeThe purpose of this paper is to investigate the extent to which customer experience and relationship marketing (RM), as two widely used service management approaches, can effectively determine satisfaction and commitment as two relational quality constructs, and their impact on loyalty and word-of-mouth (WoM) as relational outcomes for retail bank services in Kuwait. This country is chosen as an exemplar of an Arabian Peninsula culture with a predominantly Islamic heritage and a capital-surplus economy.Design/methodology/approachThe relational benefits scale and customer experience quality were used as independent measures to collect data using multiple methods (interview, paper and pencil, online) from 1,013 customers of local and international banks. Standard translation procedures, CFA procedures and parallel analysis were employed to examine the dimensionality of all scales. SEM procedures were applied for each approach to assess its impact on the four indigenous dependent constructs using a multitude of fit indices, examination of validity and reliability measures for all constructs as well as structural paths.FindingsResults show the factor structure of both scales differed from their original conceptualization, with fewer items forming each latent factor when applied in Kuwait. The explanatory and predictive power of the EXQ model performed slightly better than RBS, although both explained substantial variance on dependent measures, confirming their relevance despite the lack of noticeable correlation between most factors contained in both scales.Research limitations/implicationsThis study underscores the importance of establishing the validity of measures prior to their cross-cultural application, with particular focus on the content validity of scale items to measure the intended construct properly. It also shows how two approaches can complement each other rather than compete to effectively manage bank services. As is the case with all cross-sectional research paradigms, longitudinal analysis linking expressed loyalty/WoM with actual behavior can better assess tested relationships than the current research.Practical implicationsRetail banks marketing strategy should simultaneously address customer relationships and customer experience to reduce attrition and enhance customer life-time value.Originality/valueEffects of service experience and RM are examined in a Middle-Eastern market, where internationalization of banks has created strong competition, leading customers to view bank services as less differentiated. Caution and examination of service quality measures are needed before using them as metrics in annual reports and performance reviews.
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Customer Orientation of Service Employees (COSE) which is on the customer orientation of service personnel is often regarded as a major determinant of success in the service industry. COSE can be conceptualized into four dimension...
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Customer Orientation of Service Employees (COSE) which is on the customer orientation of service personnel is often regarded as a major determinant of success in the service industry. COSE can be conceptualized into four dimensions consisting of technical skills, social skills, motivation,and decision-making power. This customer-oriented service model directly has an impact on consumer satisfaction, commitment and customer retention. This model can be empirically tested on a sample of 100 Harley-Davidson’s owner in PT Mabua Harley-Davidson (MHD) Semarang using SEM. Theresults obtained, COSE provides support for most of the hypothesis.
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Purpose - The purpose of this paper is to analyze how affective commitment to fellow customers influences a customer's affective commitment to the service provider and customer citizenship behavior (CCB). In addition, the paper se...
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Purpose - The purpose of this paper is to analyze how affective commitment to fellow customers influences a customer's affective commitment to the service provider and customer citizenship behavior (CCB). In addition, the paper seeks to examine the moderating role of a customer's calculative commitment to the service organization. Design/methodology/approach - The study used a large-scale survey among customers of a health club and a scenario-based experiment to test the hypotheses. Findings - Both empirical studies provide evidence that affective commitment to fellow customers has positive consequences for the customer-firm-relationship. The findings suggest that commitment to fellow customers and commitment to the service organization influence very specific facets of customer citizenship behavior. In addition, the study found preliminary support for the moderating role of calculative commitment. Affective commitment to fellow customers showed the strongest effect on affective commitment to the provider in customer-firm relationships characterized by high (versus low) calculative commitment. Practical implications - The results of this research have a number of managerial implications. This study suggests measures to strengthen customer-firm-relationships, e.g. generating intensive exchange among customers or attraction of consumer pairs. Providing customers with platforms of valuable relationships to multiplex ties can be a competitive advantage for service providers. Originality/value - This article is the first that highlights the role of other customers as a target of customer commitment and how this commitment affects both the customer's relationship to the service provider and his or her customer citizenship behavior. The present study therefore broadens our knowledge of how bonding among customers influences consumer behavior in service settings.
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Customer commitment has been studied for more than two decades. It is one of the most powerful marketing tools in maintaining steady affiliation between patrons and brands or service providers. To examine its knowledge corpus, a b...
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Customer commitment has been studied for more than two decades. It is one of the most powerful marketing tools in maintaining steady affiliation between patrons and brands or service providers. To examine its knowledge corpus, a bibliometric review was performed to scrutinize 457 Scopus-indexed documents. The research design consisted of descriptive analysis, citation analyses, co-citation analyses, and keyword cooccurrence analysis. This review aimed to assess the literature volume, growth trajectory, and geographic distribution; indicate key journals, authors and documents; probe the intellectual structure of the knowledge base; and emphasize the topical foci of the literature. This review provides a baseline analysis for the evolution and future studies guiding scholars who will enter the customer-commitment research field.
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Purpose The purpose of this paper is to determine the influence of customer trust, religious commitment, customer's knowledge on customer intimacy and its impact on relational commitment and repurchase intention, especially in Sha...
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Purpose The purpose of this paper is to determine the influence of customer trust, religious commitment, customer's knowledge on customer intimacy and its impact on relational commitment and repurchase intention, especially in Sharia banks in Indonesia. Design/methodology/approach This study was conducted in Sharia Banks in Jakarta Bogor, Tangerang Bekasi (Jabotabek) area. The population of this study covered all bank customers. Because of the large population, the researchers took samples of the population. The partial least square (PLS) analysis tool was also appropriate to be used to analyze data from smaller samples. In total, 100 respondents were selected using a snow bowling sampling technique in August-September 2017. Findings Higher customer trust enhances the customer intimacy. Stronger religious commitment also strengthens the customer intimacy. It has been confirmed that customer intimacy enhanced the relational commitment among clients in Sharia banks in Indonesia. The results show that high customer knowledge is able to encourage customer intimacy, and high customer intimacy is also able to encourage repurchase intention. On the other hand, it was found that customer knowledge was not directly able to increase the intention of repeat purchase. However, from the mediation test (indirect effect) is seen with high customer knowledge, supported by the high customer intimacy, it can indirectly increase the high repurchasing intention. Originality/value There are some research gaps that were considered as the theoretical foundation and research framework in this study. The focus of this study was on the role of customer intimacy in mediating the influence of trust and religious commitment on relational commitment. Based on the empirical review, this study attempted to develop customer intimacy antecedents by testing religious commitment, which becomes the originality of this study. This study was done based on some empirical results indicating that the antecedent of customer intimacy still varied while it needed to be immediately developed. Furthermore, the inconsistencies in the correlation between customer intimacy and relational commitment were later re-examined in the context of Islamic banks. It was assumed that the test would result in different findings as the test was done in a different countries and institutions.
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During the last few decades, there has been an increased use of social media by low-cost airlines (LCAs) to interact with their customers and generate customer engagement. Customer engagement developed by social media might mitiga...
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During the last few decades, there has been an increased use of social media by low-cost airlines (LCAs) to interact with their customers and generate customer engagement. Customer engagement developed by social media might mitigate the negative impact of the low-pricing strategy adopted by LCAs on trust and commitment. However, research in this area is still rare. To fill this research gap, this study examines whether LCAs can still earn customers' trust and relationship commitment in the low-pricing market by using social media to develop customers engagement, which in turn leads to customer loyalty toward LCAs. Drawing on the trust-commitment theory, this study establishes a research model to examine the impact of customer engagement on trust, commitment, and customer value creation, all of which influence customer loyalty. A total of 240 valid online questionnaires completed by subjects who were members of LCAs' social media pages in Taiwan were collected to conduct the statistical analysis for the research model by using the partial least squares structural equation modeling (PLS-SEM) technique. The results suggest that customer engagement in the LCA's social media page significantly affects trust, commitment, and customer value creation. Furthermore, trust and commitment mediate the relationship between customer engagement and customer loyalty. Implications for theory, practice, and future research directions are discussed.
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Differential promotion strategies are a vital relationship marketing tool that is advantageous to both the company and the targeted customer. However, a differential approach means some customers do not fare as well as others. The...
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Differential promotion strategies are a vital relationship marketing tool that is advantageous to both the company and the targeted customer. However, a differential approach means some customers do not fare as well as others. The customers who get the lesser deals are the focus of this study. How does a customer react when they learn another customer received a better deal? How should the provider respond when this imbalance is obvious to the customer? Fairness theory is utilized to address these research questions. The study includes an experiment featuring hypothetical scenarios. MANOVA results reveal that a proactive, upfront strategic response can mitigate the negative effects of differential promotion strategies in terms of fairness perceptions and behavioral outcomes.
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We develop a more comprehensive measure of discretionary, extra-role behaviors that customers engage in to help a company. While customer helping behaviors have been studied previously, attempts to develop valid measures have been...
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We develop a more comprehensive measure of discretionary, extra-role behaviors that customers engage in to help a company. While customer helping behaviors have been studied previously, attempts to develop valid measures have been limited. We use the validation process for the Organizational Citizenship Behavior scale as a model to develop and validate a new scale measuring a comprehensive range of customer helping behaviors. We identify multiple dimensions of customer helping behaviors that are engaged in by the same customers, driven by the same antecedents, and collectively form a helping behaviors scale. Using student samples and customers of a non-profit organization, we demonstrate a consistent scale structure, reliability, and nomological and external validity. We present two variations of the scale, one for for-profit companies and one for non-profit organizations. This scale is intended to be used as a dependent behavioral measure to enable researchers to capture multiple customer helping behaviors.
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The study examines the interrelationships between selected relationship marketing constructs, namely customer satisfaction, trust, perceived value and commitment, and their effect on the dimensions underlying customer engagement. ...
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The study examines the interrelationships between selected relationship marketing constructs, namely customer satisfaction, trust, perceived value and commitment, and their effect on the dimensions underlying customer engagement. The study is quantitative and an explanatory research design was followed. A total of 489 self-administered questionnaires were collected from customers of short-term insurance providers on the basis of convenience. Customer satisfaction impacts positively on affective commitment and trust. Customer value also impacts positively on affective commitment and trust, while trust impacts positively on affective commitment. Affective commitment in turn impacts positively on the four customer engagement dimensions: interaction, attention, absorption and affection. The research findings offer an initial understanding of the interrelationships between key relationship marketing constructs and their ultimate effect on various customer engagement dimensions. These matters have received little attention in marketing research, and knowledge of the proposed relationships may lead to further research on this topic.
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