Analyzing heterogeneity on the value, satisfaction, word-of-mouth relationship in retailing

Purpose - The literature recognizes the need to study differences in consumer behavior in highly competitive and dynamic markets. In this paper, the authors look at how the heterogeneous evaluation of retailing influences customer satisfaction and loyalty. The purpose of this paper is to analyze unobserved heterogeneity on customer value dimensions perceptions in retail establishments, and their potential effects on positive forms of behavioral outcomes considering customer satisfaction as a mediating variable. Design/methodology/approach - On a sample of 820 retail customers, the authors apply a finite mixture structural equation modeling that analyzes unobserved heterogeneity simultaneously. In this model, the authors study the influence of heterogeneous perceptions of excellence, efficiency, entertainment and aesthetics on customer satisfaction and of satisfaction on word-of-mouth (WOM) referral and WOM activity. Findings - The results show two latent segments where the intensity of causal relations varies, which means that the effect of value dimensions and satisfaction are over or underestimated when heterogeneity is ignored. Originality/value - The main value of the paper has been to analyze the potential heterogeneity of value dimensions (intravariable approach), and their links with satisfaction and some dimensions of loyalty (intervariable approach). Customer heterogeneity must be studied to understand the satisfaction process and WOM responses in order to design more efficient and effective relationship marketing strategies

Customer Engagement: A Framework for Assessing Brand Loyalty Behaviour in Hotels Industry

Engagement plays a critical role in strategic marketing models development. However, marketing experts seem implicitly to accept that marketing efforts contribute in some way to brand loyalty. Using new marketing activity, this article explores the link between marketing actions and brand loyalty behavior. In particular, the author develop a conceptual model arguing that customer engagement has an effect on brand loyalty. The results from empirical study show strong support for the effect of customer interactivity, customer involvement and customer support on brand loyalty behavior within the hotel service sector

ANTECEDENTS AND CONSEQUENCES OF CUSTOMER SATISFACTION AND LOYALTY: AN EMPIRICAL STUDY OF POPULAR CAFE IN MANDALAY, MYANMAR

This research aims to examine the factors influencing customer satisfaction and loyalty towards the popular cafe in Mandalay, Myanmar. The researcher applied the factors, including perceived customer to employee interaction, perceived service quality, and perceived value. The sample size of this study is 400, and questionnaires are distributed at Mingalar Mandalay Complex. In this study, the researcher applied non-probability sampling methods, including purposive and convenience sampling techniques. The researcher also used the five-point Likert scale, designed as research instruments. To test the hypotheses, the researcher used both simple linear regression and multiple linear regression to analyze and calculate the data.  Based on the research finding, the researcher found that perceived service quality significantly influenced perceived value and perceived customer to employee interaction, and perceived value significantly influenced customer satisfaction except for perceived service quality. Furthermore, perceived value and customer satisfaction significantly influenced customer loyalty

PENGARUH INTERPERSONAL RELATIONSHIP DAN CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY: Survei pada Pengguna Aplikasi My Smartfren di Indonesia

Persaingan industri telekomunikasi semakin ketat yang ditandai dengan turunnya customer loyalty. Pengembangan dan pengelolaan customer loyalty menjadi fokus utama bagi perencanaan pemasaran perusahaan, khusunya dalam menghadapi pasar kompetitif dengan pertumbuhan tak terduga. Solusi utama yang harus dilakukan perusahaan adalah dengan menjalin hubungan baik dengan pelanggan dan mempertahankan perusahaan dengan berbagai strategi, yaitu meningkatkan interpersonal relationship dan customer satisfaction. Penelitian ini bertujuan untuk mengetahui gambaran interpersonal relationship pada pengguna aplikasi My Smartfren di Indonesia, mengetahui gambaran customer satisfaction pada pengguna aplikasi My Smartfren di Indonesia, mengetahui gambaran customer loyalty pada pengguna aplikasi My Smartfren di Indonesia, dan memperoleh temuan besarnya pengaruh interpersonal relationship dan customer satisfaction terhadap customer loyalty pada pengguna aplikasi My Smartfren di Indonesia Jenis penelitian yang digunakan adalah deskriptif eksplanatif, dan metode yang digunakan adalah metode survei menggunakan teknik simple random sampling dengan jumlah sampel 149 responden. Teknik analisis data yang digunakan adalah analisis jalur dengan alat bantu software komputer SPSS 25.0 for Windows. Berdasarkan hasil penelitian secara keseluruhan nilai perhitungan yang diperoleh melalui analisis jalur lebih besar dibandingkan dengan yang terdapat pada tabel. Artinya secara keseluruhan terdapat pengaruh yang signifikan dari interpersonal relationship dan customer satisfaction terhadap customer loyalty. Dalam upaya meningkatkan customer loyalty, pihak perusahaan harus senantiasa meningkatkan interpersonal relationship yang baik dan customer satisfaction. Interpersonal relationship, customer satisfaction dan customer loyalty sebagai variabel yang berpengaruh dominan harus tetap dapat dikendalikan secara langsung oleh perusahaan. Kata kunci: Interpersonal relationship, customer satisfaction, customer loyalty.   ABSTRACT Rahmatika Saphira Evani (1603940), “The Effect of Interpersonal Relationship and Customer Satisfaction on Customer Loyalty (Survey on My Smartfren Application User in Indonesian)”. Under the guidance of Prof. Dr. H. Agus Rahayu, M.P. and Drs. H. Rd. Dian Herdiana Utama, M.Si. The competition in the telecommunications industry is increasingly stringent, which is characterized by a decline in customer loyalty. Customer loyalty becomes a thing that cannot be ignored in a company. The main solution that must be done by the company is to establish good relationships with customers and maintain the company with various strategies, is to improve interpersonal relationship and customer satisfaction. This study aims to determine the description of interpersonal relationship on My Smartfren application user in Indonesian, find out the description of customer satisfaction on My Smartfren application user in Indonesian, find out the description of customer loyalty on My Smartfren application user in Indonesian, and obtain the findings of the influence of interpersonal relationship and customer satisfaction on customer loyalty on on My Smartfren application user in Indonesian. The type of research used is descriptive explanative, and the method used is the survey method using simple random sampling technique with a sample of 149 respondents. The data analysis technique used is path analysis with SPSS 25.0 for Windows computer software tools. Based on the results of the overall research the value of the calculation obtained through path analysis is greater than that found in the table. This means that overall there is a significant effect of interpersonal relationship and customer satisfaction on customer loyalty. In an effort to increase customer loyalty, the company must always increase good interpersonal relationship and customer satisfaction. Interpersonal relationship, customer satisfaction and customer loyalty as the dominant influential variable must still be directly controlled by the company. Keywords: Interpersonal relationship, customer satisfaction, customer loyalt

Role of Cultural Intelligence and Customer Involvement on Behavioral Loyalty Toward Manufactured Products in Nigeria

Evidence from the literature reveals that customer loyalty research is growing and is becoming more widely integrated into related disciplines. This study evaluates the role of sales representatives’ cultural intelligence (CI) in the behavioral loyalty (BL) of customers of SMEs in Nigeria, through the mechanism of customer involvement (CuI). Two sets of questionnaires were administered directly to the sales representatives, and indirectly to the customers, via the sales representatives. Three hundred and fifty copies of the sales representatives’ questionnaire were administered, based on the population of 65 manufacturing SMEs and an average of 5.4 copies per SME, while 384 copies of the customers’ questionnaire were sent to the unknown pool of customers. Data were col- lected from the two sets of respondents, which were analyzed through a variance-based structural equation modeling using Smart-PLS software. The results reveal a positive and significant relationship between cultural intelligence and behavioral loyalty, while the in- direct relationship reveals customer involvement does strongly mediate the relationship between the antecedent and the outcome. The findings imply that behavioral loyalty is engendered when sales representatives possess high cultural intelligence, and customers are strategically involved through consultations and product co-creation

PENGARUH CUSTOMER ENGAGEMENT TERHADAP CUSTOMER LOYALTY : Studi kasus pada Pelanggan Bukalapak di Kota Bandung

Semakin cepatnya perkembangan teknologi di zaman sekarang ini, telah membawa perubahan yang besar bagi kehidupan masyarakat. Berkembangnya teknologi menyebabkan tingginya pengguna internet di Indonesia dan mendorong munculnya banyak marketplace di Indonesia. Dengan semakin banyaknya marketplace di Indonesia menimbulkan semakin tingginya persaingan antar perusahaan. Loyalitas menjadi salah satu kunci perusahaan untuk mempertahankan pelanggannya. Penelitian ini bertujuan untuk mengetahui gambaran customer engagement pada pelanggan Bukalapak di Kota Bandung, mengetahui gambaran customer loyalty pada pelanggan Bukalapak di Kota Bandung, dan memperoleh temuan besarnya pengaruh customer engagement terhadap customer loyalty pada pelanggan Bukalapak di Kota Bandung. Jenis penelitian yang digunakan adalah deskriptif eksplanatif , dan metode yang digunakan adalah metode survei dengan menggunakan teknik simple random sampling dengan jumlah sampel 115 responden. Teknik analisis yang digunakan adalah path analysis dengan alat bantu software komputer SPSS 24.0 for Windows dan Microsoft Excel 2013 for Windows 7. Berdasarkan hasil penelitian secara keseluruhan melalui path analysis menunjukkan hasil perhitungan yang lebih besar daripada yang ada pada tabel. Artinya secara keseluruhan terdapat pengaruh yang signifikan dari customer engagement terhadap customer loyalty. Sebagai usaha untuk meningkatkan loyalitas, pihak perusahaaan perlu meningkatkan layanan sesuai sub variabel pada customer engagement. Kata Kunci : customer engagement, customer loyalty ABSTRACT Nurhasanah (1507196), "The Effect of Customer Engagement on Customer Loyalty (Case Study on Bukalapak Customers in Bandung)". Under the guidance of Prof. Dr. Hj. Ratih Hurriyati, M.P. and Drs. Rd. Dian Herdiana Utama, M.Si. The rapid development of technology in this day and age, has brought great changes to people's lives. The development of technology led to the high internet users in Indonesia and encouraged the emergence of many marketplaces in Indonesia. With the increasing number of marketplaces in Indonesia, there is increasing competition among companies. Loyalty is one of the keys to the company in maintaining its customers. This study aims to determine the description of customer engagement in Bukalapak customers in the city of Bandung, knowing the description of customer loyalty in Bukalapak customers in the city of Bandung, and to find findings of the influence of customer engagement on customer loyalty in Bukalapak customers in the city of Bandung. This type of research is descriptive explanative, and the method used is a survey method using a simple random sampling technique with a sample of 115 respondents. The analysis technique used is path analysis with computer software tools SPSS 24.0 for Windows and Microsoft Excel 2013 for Windows 7. Based on overall research results through path analysis shows the calculation results are greater than those in the table. This means that overall there is a significant influence of customer engagement on customer loyalty. In an effort to increase loyalty, the company needs to improve services according to sub-variables in customer engagement. Keywords: customer engagement, customer loyalt

THE EFFECT OF EXPERIENTIAL MARKETING AND E-SERVICE QUALITY ON CUSTOMER SATISFACTION WITH BRAND IMAGE AS AN INTERVENING VARIABLE

This study aims to test and analyze the influence of Experiential Marketing and E-Service Quality on customer satisfaction with brand image as an intervening variable.  The population in the study was consumers of Dazzle Gejayan. The technique used in sampling in this study was purposive sampling, and a total sample of 100 Dazzle Gejayan consumers was obtained as respondents. Data collection was carried out using the questionnaire method, then the data obtained were processed using Statistical Product and Service Solutions (SPSS) versi 22.  The results of this study show that  Experiential Marketing has a positive and significant effect on Brand Image, E-Service Quality has a positive and significant effect on Brand Image, Brand Image has a positive and significant effect on Customer Satisfaction, Experiential Marketing has a positive and significant effect on Customer Satisfaction, E-Service Quality has a positive and significant effect on Customer Satisfaction Customer Satisfaction, directly Experiential Marketing does not have a significant effect on Customer Satisfaction through Brand Image, and directly E-Service Quality does not affect Customer Satisfaction through Brand Image

Work from home connection: a cluster analysis based on the Internet service attributes towards subscribers profile

Purpose – The purpose of the study is to discover clusters or homogenous groups of work-from-home (WFH) Internet subscribers in the Philippines based on the attributes of speed, network quality, customer service, after-sales support, price, contract and value for money. Another objective is to determine if the formed clusters are related to the demographic profile. Design/methodology/approach – A total of 275 internet subscribers from Metro Manila were surveyed. K-means cluster analysis using the Hartigan-Wong algorithm was performed on the data to generate the clusters. Findings – Results generated four significant clusters, which were named service value expecters, average expecters, low expecters and high expecters. Most of the subscribers are under the high expecters, followed by the service value expecters. The age and income of the subscribers are the profile that can affect the formulation of clusters in the Internet service industry. Those people in the younger age groups can be seen as more demanding, while older people tend to be content with the Internet service. Counter-intuitively, people with higher income seem to be more easily satisfied with Internet service features, while those people with lower income seem to be more demanding. Educational attainment and the number of household members do not have a direct effect on the formulation of clusters of Internet subscribers. Originality/value – This is the first study to use cluster analysis in identifying possible segments of WFH Internet subscribers based on Internet service attributes. Its value is the provision of market segments based on which can be the basis for formulating marketing strategies and policies for the telecommunications industry

An empirical investigation of the factors affecting customer lifetime value

Purpose. The main objective of this paper is to investigate the factors affecting customer lifetime value (CLV) for Internet service providers in Jordan, namely, technical quality, functional quality, brand credibility, confidence benefits, special treatment benefits, customer satisfaction and commitment. Design/methodology/approach. An online survey was conducted involving a sample of 481 respondents. SPSS was used to analyse the data and test the proposed relationships, while SmartPLS was used to examine the robustness of our results. Findings. Results showed that confidence benefits, special treatment benefits and brand credibility had a significant and positive impact on customer satisfaction and commitment, with brand credibility appearing as the most influential factor leading to customer satisfaction and commitment, and ultimately CLV. Furthermore, research reveals an insignificant relationship between functional quality, technical quality and customer satisfaction. Practical implications. Services' providers seeking to increase CLV need to build strong and sustainable relationships with their customers. Originality/value. This study incorporates a set of crucial customer relationship management strategies that could be universally applied to enhance customers benefits and business performance. This is also the first study of its kind conducted in the Middle East, particularly in Jordan