Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Development and verification of the commercial value added chain of content marketing response

The rapid technological progress in the last 10 years and the coherent opportunities for consumers to communicate among each other almost borderless 24/7, also impacted marketing strategies. Whereas accentuation of product values and pricing are still valuable marketing strategies, consumers are due to the 24/7 access to knowledge, information and consumer feedback, desensitized when it comes to advertising. Availability of the internet across borders, all the time is the main driving factor for marketing practitioners to progressively try to build up a non-purchase pushing relationship to the consumer. With the content communicated in the foreground (informative, helpful or entertaining) and the commercial message in the background this marketing strategy is also known as Content Marketing. Whereas the use of Content Marketing in corporate world is relatively popular, academic research is relatively rare. Indeed, some research was conducted on storytelling and signature stories -a tool of Content Marketing-, however, the functionality of the generic term Content Marketing resembles rather a black box. With the aim to illuminate the understanding and functionality of Content Marketing, this study explored the coherences between content communication vehicles and content generating vehicles. In the scope of this thesis, a theoretical framework conceptualizes the commercial value added chain of Content Marketing response was developed and verified in a business to consumer scenario. This theoretical framework was substantiated with a real world application, more precisely the 'Be More human’ video campaign from the sportswear manufacturer Reebok served as a research object. A non-probability sampling frame, using convenience sampling resulted in a total sample size of 750 respondents. Since this study focused on the development and testing of a theory, partial least square - structural equitation modelling (PLS-SEM) was applied using the software package SmartPLS3. Through the development of the commercial value added chain of Content Marketing response this study exemplifies the commercial content generation process and the content value added by the consumer and thus contributes to a better understanding in academia as well as in corporate world of the complex generic term Content Marketing

Understanding electronic word-of-mouth in tourism in the social media era

In recent decades, social media has fundamentally changed how communication takes place in business. It has contributed to the evolution of the Internet from a broadcasting medium to a participatory and interactive platform which allows users to generate and share information and become part of the media. For instance, social media has enabled the creation and exchange of electronic word-ofmouth (eWOM). We have witnessed the popularity of eWOM in travel and tourism industry. EWOM behaviour among individuals and the impact of eWOM on organizations have become important research focuses in eWOM research. However, the extant research has ignored the important function of social media platforms as both hedonic and social-oriented information systems (IS) for users, and few researchers have tried to explain eWOM use from the social, hedonic, and technology perspectives. eWOM application from the organizational perspective has also attracted the attention of researchers. Most prior studies in this field have focused primarily on the impact of eWOM on business performance and organizations’ eWOM strategy. However, the understanding of how social media platforms can be used to co-create value with customers and how eWOM can help organizations to engage customers is still fragmented. What is more, the understanding of the interplay between an organization’s activity and social media technology remains obscure. The objective of this study is threefold: 1) to explore eWOM use and generation behaviours among individuals by taking eWOM content, as well as the social media platform—that is, the channel of eWOM generation and use—into consideration; 2) to explore the value creation of social media and eWOM in organizations; and 3) to examine how social media and eWOM connect individuals and organizations and uncover the myth of how eWOM benefits both individuals and travel organizations. A combination of quantitative survey research and qualitative case study is used in this study. In particular, quantitative survey research method was used to explore the eWOM use among individual user’s to solve the research questions regarding the determinants of travellers’ eWOM use and generation behaviours. Qualitative case study method was used to solve the questions regarding how can tourism organizations use social media to co-create value with customers and to engage with customers via eWOM communication. This research includes empirical data collected from individual tourists in China and tourism organizations from both China and Finland. This study contributes to the understanding of eWOM in tourism context. Specifically, it contributes to the understanding of customers’ eWOM behavior by taking the social and hedonic functions into consideration, and sheds light on the understanding of eWOM application in organizations. This study also integrates eWOM research from both individual and organization perspectives and helps to explain the eWOM interplay between them. From practical view, the results of this study have important implications for tourism e-service practitioners in their understanding of customers’ decision making process, and the strategy to facilitate customers’ propensity of eWOM generation behavior. It also helps eWOM website designers to make successful eWOM websites. The findings also shed lights on e-service providers on how to co-create value with customers via social media platform and how to engage customer via eWOM communication.Sosiaalinen media on ratkaisevasti muuttanut tapaa jolla liikeviestintää hoidetaan nykyvuosikymmenellä. Se on muuttanut Internetin yksisuuntaisesta julkaisukanavasta yhteisölliseksi ja interaktiiviseksi alustaksi joka mahdollistaa käyttäjien informaation tuottamisen ja jakamisen, heidän tulemisensa osaksi mediaa. Esimerkiksi, sosiaalinen media on mahdollistanut eWOM-ilmiön, jolla tarkoitetaan asiakkaiden ja käyttäjien jostain kohteesta tekemien arvioiden antamista ja jakamista sähköisillä alustoilla. eWOM on osoittautunut erittäin suosituksi matkailun ja turismin alalla viime vuosina. eWOM-yksilökäyttäytyminen sekä se miten eWOM vaikuttaa organisaatioihin ovat tulleet tärkeiksi tutkimuskohteiksi eWOM-tutkimuksessa. Kuitenkin nykyinen tutkimus on jättänyt ottamatta huomioon sen että sosiaalisen median alustat toimivat myös mielihyvää tuottavina ja sosiaalisesti orientoituneina tietojärjestelminä käyttäjille, ja vain vähäinen tutkimus on yrittänyt selvittää eWOMkäyttöä sosiaalisesta, hedonisesta ja teknologisesta näkökulmasta. eWOM tutkimus organisatorisesta näkökulmasta keskittyy pääosin siihen miten eWOM vaikuttaa liiketoimintaan ja organisaation eWOM-strategiaan. Kuitenkin sen ymmärtäminen miten sosiaalisen median alustoja voidaan käyttää arvon yhteiseen tuottamiseen ja kuinka eWOM voi auttaa organisaatioita sitouttamaan asiakkaan on yhä sirpaleista. Lisäksi, organisaation toiminnan ja sosiaalisen median teknologian vuorovaikutuksen ymmärtäminen on yhä häilyvää. Tällä tutkimuksella on kolme tavoitetta: 1) tutkia eWOM-käyttöä ja tiedon tuottamista yksilötasolla ottamalla eWOM-sisältö samoin kuin sosiaalisen median alusta – kanava eWOMin tuottamiseen ja jakamiseen – huomioon; 2) tutkia eWOMin sosiaalisen median arvontuottoa organisaatiossa; 3) tutkia miten sosiaalinen media ja eWOM yhdistävät yksilöitä ja organisaatioita, jotta voitaisiin selvittää myytti siitä miten eWOM hyödyntää sekä yksilöitä että organisaatioita. Tässä tutkimuksessa käytettiin kvantitatiivisen kyselytutkimuksen ja kvalitatiivisen tapaustutkimuksen yhdistelmää. Erityisesti, kvantitatiivista kyselytutkimusta käytettiin tutkimusmenetelmänä tutkittaessa yksilöiden eWOM-käyttöä, jotta voitiin vastata tutkimuskysymykseen koskien matkustajien eWOMgeneroinnin ja –käytön keskeisiä suureita. Laadullista tapaustutkimusta käytettiin tutkimusmenetelmänä selvitettäessä sitä miten organisaatiot käyttävät sosiaalista mediaa tuottaakseen lisäarvoa asiakkaiden kanssa ja miten ne sitouttavat asiakkaat eWOM-viestinnän keinoin. Tämä tutkimus sisältää empiiristä dataa jota on kerätty sekä yksittäisiltä matkustajilta Kiinassa sekä matkailualan yrityksiltä sekä Kiinassa että Suomessa. Tämä tutkimus lisää ymmärrystä eWOM-ilmiöstä matkailussa. Erityisesti se tuottaa tietoa asiakkaiden eWOM-käyttäytymisestä ottamalla eWOMin sosiaaliset ja hedoniset aspektit huomioon, ja tuottaa tietoa eWOMin käytön ymmärtämiseksi organisaatioissa. Tämä tutkimus integroi eWOM-tutkimuksen sekä yksilön että organisaation näkökulmasta ja auttaa ymmärtämään näkökulmien yhteydet. Käytännön näkökulmasta tämän tutkimuksen tuloksilla on tärkeitä viestejä sähköisen palvelutuotannon toteuttajille kun he pyrkivät ymmärtämään asiakkaan päätöksentekoa. Se myös auttaa eWOM-suunnittelijoita tekemään onnistuneita eWOM-verkkopalveluita. Tutkimustulokset myös kertovat verkkopalveluiden tuottajille miten tuottaa lisäarvoa yhdessä asiakkaiden kanssa sosiaalisessa mediassa ja miten sitouttaa asiakkaat eWOM-kommunikaation avulla

Conceptualizing the Electronic Word-of-Mouth Process: What We Know and Need to Know About eWOM Creation, Exposure, and Evaluation

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and propose a research agenda based on a multidisciplinary systematic review of 1050 academic publications on eWOM published between 1996 and 2019. We conclude with a discussion of the future of eWOM research and practice

Comparative Analysis of Factor-Based and Composite-Based Structural Equation Models: Factors Affecting Word-of-Mouth of Tourists in Khung Bang Kachao

Structural Equation Models (SEMs) are commonly categorized into two main types: factor-based SEM and composite-based SEM. Each type is suitable for analyzing different forms of hypothetical constructs. Factor-based SEM is well-suited for analyzing factors, while composite-based SEM is tailored for analyzing composites. However, the majority of past research has favored composite-based SEM, particularly Partial Least Squares (PLS), for analyzing factors. Such practices can introduce biases into the analysis. This article provides an illustrative example from the tourism and hotel management domain by analyzing hypothetical constructs in two scenarios: one where the constructs are treated as factors and another where they are treated as composites. The study includes six constructs: service quality, atmosphere, perceived value, satisfaction, revisit intentions, and word-of-mouth. In the first scenario, the research objective is theory testing, while in the second scenario, the research aims to assess the model’s predictive capabilities when applied to datasets beyond those used for the analysis. The constructs of service quality, atmosphere, and perceived value are assumed to influence satisfaction, while satisfaction and service quality are hypothesized to impact revisit intentions. Perceived value, satisfaction, and revisit intentions are further assumed to trigger word-of-mouth

Website quality elements and online shopper behaviour: adapting the unified theory of acceptance and use of technology to fashion retailers' websites

JEL: M31 Marketing JEL: L81 Retail and Wholesale Trade; e-CommerceCompanies in the fashion industry are increasingly establishing their presence online, in the form of online platforms, such as websites. However, some brands are more successful than others in selling fashion clothing online. In this perspective, the two main objectives of the dissertation are: (i) to adapt and extend the UTAUT model in the context of online shopping for fashion clothing; (ii) to compare the adapted model in two regions of Portugal and Italy. By testing the adapted model in two regions of Portugal and Italy, the study gives insights into online consumer behaviour when using fashion websites. Results are based on a survey of 312 Internet users who are familiar with fashion websites. Findings reveal that perceived website quality is the strongest predictor of online behaviour, having a positive impact on customer satisfaction, website trust and word-of-mouth. Besides, the present study explores whether online shoppers are or are not influenced by other customers’ reviews and finds evidence that online customer reviews do not impact consumers’ perceptions of online shopping usefulness.As empresas na indústria da moda estão cada vez mais a estabelecer a sua presença online, sob a forma de plataformas online, tais como websites. No entanto, algumas marcas são melhor sucedidas do que outros na venda de roupas de moda. Nesta perspetiva, os objetivos principais da dissertação são: adaptar e estender o modelo UTAUT ao contexto de compras online para a roupa da moda; comparar o modelo adaptado em duas regiões de Portugal e de Itália. Ao testar o modelo adaptado em duas regiões de Portugal e Itália, o estudo permite obter informação sobre o comportamento do consumidor online ao usar sites de moda. Os resultados são baseados em uma pesquisa com 312 usuários de Internet que estão familiarizados com websites de moda. Os resultados mostram que a qualidade percebida do website é o mais forte determinante do comportamento online, tendo um efeito positivo na satisfação do cliente, na confiança e no passa- palavra. Além disso, o presente estudo investiga se os compradores online são ou não influenciados pelos comentários de outros clientes e encontra evidência que os comentários de clientes não têm efeito significativo na perceção dos consumidores online

Negative online word-of-mouth: Behavioral indicator or emotional release?

The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any intended conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching intentions. As disclosing negative feedback online may also reflect the sender's motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender's intended conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research. © 2013 Elsevier Ltd. All rights reserved

Psychographic And Behavioral Segmentation Of Food Delivery Application Customers To Increase Intention To Use

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business IntelligenceThis study presents a framework for segmenting Food Delivery Application (FDA) customers based on psychographic and behavioral variables as an alternative to existing segmentation. Customer segments are proposed by applying clustering methods to primary data from an electronic survey. Psychographic and behavioral constructs are formulated as hypotheses based on existing literature, and then evaluated as segmentation variables regarding their discriminatory power for customer segmentation. Detected relevant variables are used in the application of clustering techniques to find adequate boundaries within customer groupings for segmentation purposes. Characterization of customer segments is performed and enriched with implications of findings in FDA marketing strategies. This paper contributes to theory by providing new findings on segmentation that are relevant for an online context. In addition, it contributes to practice by detailing implications of customer segments in an online sales strategy, allowing marketing managers and FDA businesses to capitalize knowledge in their conversion funnel designs

Customer e-Loyalty in Online Retailing: Testing a Measurement Scale

Research aim: In recent years, the interest for the activities aimed to nurture a strong relationship among retailers and their customers have increasingly intensified, especially in digital environments. Recently those activities have seen their relevance increased by the growing positive impact of COVID-19 pandemic on online retailing. Working on existing customers rather than capturing new ones is the new imperative for retailers, even if we refer to online platforms, obviously without underestimating the acquisition attempts of new customers. The aim of this study is to test a conceptual model of measurement for Customers e-Loyalty (CeL) in digital context in order to evaluate its impacts on digital retailers (e-commerce retailers, e-banking retailers, e-service providers). Methodology: it has been adopted a component-based Structural Equation Modelling (SEM) on a sample of Italian digital users, who makes online purchases prevalently on Amazon in order to test the CeL scale of measurement as a conceptual (meta) model. A structured questionnaire has been administered online to the consumers through Google Forms. Findings: The study has permitted to get some counterintuitive evidence related to the process of formation of customer loyalty in digital context. The trust isn’t a determinant of CeL and the affective loyalty doesn’t impact any of the elementary dimension of CeL, nor impacts on conative loyalty. Finally, the model has been able to better capture the impact of the individual dimensions of CeL on its outcomes (price sensitiveness, intentional SOW, e-WOM). Theoretical implication and originality: Propose a reliable customer e-loyalty measurement scale in online retailing. The statistical assessment of this conceptual model will permit, in the middle term, also to measure the CeL in several other retailing industries. Furthermore, in a next step, this investigation, could be extended to other geographical settings. Managerial Implication: the better understanding of the relationships among the latent variables and outcomes in the model might encourage the online retailers to figure out appropriate course of actions to win customers’ commitment and satisfaction and to provide better services in order to create a loyal customer base in a digital context