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

The mediating effect of e-satisfaction and the moderating effect of convenience towards e-loyalty among Internet banking users in northern region of Malaysia

Research on online customer loyalty among internet banking users is important because of the threat posed by phishing and other related issues. The literature has shown that it is a major concern, especially in Malaysia. This study examines the factors influencing eLoyalty such as eSatisfaction, eCommitment, eTrust, privacy, security, website quality and convenience among the internet banking users in Malaysia. The objectives of the study are to analyse the direct effect of eSatisfaction, eCommitment, eTrust towards eLoyalty and the mediating effect of eSatisfaction between privacy, security and website quality on eLoyalty. Another objective is to observe the moderating role of convenience between eSatisfaction and eLoyalty. The underpinning theory used to develop the study’s framework is based on Oliver’s Four-Stage Loyalty Model. An intercept data collection approach was chosen due to the nature of online users as well as the industry. A total of 427 datasets was employed for final analysis, performed using SPSS and SmartPLS-SEM (Partial Least Squares-Structural Equation Modeling). The results of the analysis show that all hypotheses are supported and only one is rejected. The study has established the direct relationship between eSatisfaction, eCommitment and eTrust towards eLoyalty. In addition, the study has confirmed the mediating effect of eSatisfaction between privacy and eLoyalty, security and eLoyalty and website quality on eLoyalty. However, the moderating role of convenience was found to be not significant indicating that there is a constant effect between eSatisfaction and eLoyalty. The study also discusses the theoretical and practical contributions as well as the limitations of the study and recommendations for future research

Determining the Role of Service Quality, Trust, and Commitment to Customer Loyalty for Telecom Service Users: A PLS‐SEM Approach

Purpose – The purpose of this paper is to determine the role of service quality (SQ), trust and commitment to customer loyalty (CL) for telecom service users. Further, the moderating role of gender, marital status and connection type within the model was tested. Design/methodology/approach – A measurement model was created based on valid 615 responses from Indian TSUs for SQ, trust, commitment and loyalty with the help of partial least squares structural equation modeling (PLS-SEM). Multi-group analysis (MGA) was conducted to understand the moderating effect of marital status, gender and connection type within the model. Findings – The results suggest that, out of five dimensions of SQ, only responsiveness, assurance and empathy have a significant positive relationship with both commitment and trust. Tangibility has a significant positive relationship with trust only. Both commitment and trust have a significant impact on loyalty. It was noticed that both commitment and trust act as mediators between three SQ dimensions (assurance, empathy and responsiveness) and CL. MGA revealed that empathy and responsiveness positively induce trust in telecom users who are single. Whereas, assurance increases commitment toward telecom service providers in married users. Assurance and empathy significantly contribute toward commitment and trust, respectively, in male users as compared to females. Empathy was found important for postpaid users for trust-building, whereas trust was found to be more important for prepaid users to stay loyal to the service provider. Originality/value – This article contributes toward understanding the role of SQ, trust and commitment to CL moderated by marital status, gender and connection type in an integrated model concerning telecom servic

An improved negative selection algorithm based on the hybridization of cuckoo search and differential evolution for anomaly detection

The biological immune system (BIS) is characterized by networks of cells, tissues, and organs communicating and working in synchronization. It also has the ability to learn, recognize, and remember, thus providing the solid foundation for the development of Artificial Immune System (AIS). Since the emergence of AIS, it has proved itself as an area of computational intelligence. Real-Valued Negative Selection Algorithm with Variable-Sized Detectors (V-Detectors) is an offspring of AIS and demonstrated its potentials in the field of anomaly detection. The V-Detectors algorithm depends greatly on the random detectors generated in monitoring the status of a system. These randomly generated detectors suffer from not been able to adequately cover the non-self space, which diminishes the detection performance of the V-Detectors algorithm. This research therefore proposed CSDE-V-Detectors which entail the use of the hybridization of Cuckoo Search (CS) and Differential Evolution (DE) in optimizing the random detectors of the V-Detectors. The DE is integrated with CS at the population initialization by distributing the population linearly. This linear distribution gives the population a unique, stable, and progressive distribution process. Thus, each individual detector is characteristically different from the other detectors. CSDE capabilities of global search, and use of L´evy flight facilitates the effectiveness of the detector set in the search space. In comparison with V-Detectors, cuckoo search, differential evolution, support vector machine, artificial neural network, na¨ıve bayes, and k-NN, experimental results demonstrates that CSDE-V-Detectors outperforms other algorithms with an average detection rate of 95:30% on all the datasets. This signifies that CSDE-V-Detectors can efficiently attain highest detection rates and lowest false alarm rates for anomaly detection. Thus, the optimization of the randomly detectors of V-Detectors algorithm with CSDE is proficient and suitable for anomaly detection tasks

Towards a co-creation framework in the retail banking services industry: a cross-cultural analysis

An underlying theme in modern marketing is the notion that value is not solely created within the boundaries of the firm, it is created co-jointly with outside parties. This paper aims to study the outcomes of co-creation from a customer perspective. Specifically, it examines the effects of co-creation on customer satisfaction, loyalty and word-of-mouth (WOM) within the banking services industry. Furthermore, we consider potential differences between consumers from Spain and the UK, thus incorporating cross-cultural aspects in our research. The research demonstrates that firms should not only respond to the differences that exist within different cultural contexts and incorporate these in co-creation initiatives; more importantly, firms should undertake co-creation activities themselves as these can result in customers who are more satisfied, loyal to the company and more likely to carry out positive WOM, which can ultimately lead to new customers

Factors influencing customer loyalty in mobile telecommunications products and services in Australia

Consumer loyalty is considered a critical determinant of repetitive mobile telecommunications business. The Australian telecommunications sector has strong competition among numerous mobile telecommunications service providers because of low switching costs for customers and product price value competitiveness, which lead to high customer switching rates. This situation has led mobile telecommunications companies to recognise that maintaining customer loyalty plays an important role in retaining customers and enhancing business revenue. Customer retention is not an easy task for service providers because of the furious price and marketing competition among the telecommunications market leaders. Thus, customer loyalty is vital for mobile telecommunications service providers both from a financial perspective and mobile service angle. As such, it is necessary for service providers to constantly track the factor of customer loyalty through customer feedback, surveys, reports, research studies and marketing business analysis. The mobile telecommunications sector in Australia is expected to grow in the coming years because of continuous technology evolution. Therefore, it is important for mobile businesses and other retail stakeholders to gain insights into the factors influencing consumer loyalty. Thus, the aim of this research was to explore the factors influencing customer loyalty in the context of mobile telecommunications products and services. The research classified the key prototypes and antecedents of customer loyalty, and gained insights regarding the nature of their relationships with consumer loyalty in the presence of moderators (e.g., age, gender and experience). There is no single framework in previous studies which has demonstrated a comprehensive framework for investigation of the factors impacting customer loyalty in mobile telecommunication sector in Australia. The relationship between customer experience and customer loyalty has been investigated in this research. In previous studies more emphasis was on service quality and customer satisfaction. This study has included a new factor customer experience for further investigation. Moreover, the behavioural intention factor from unified theory of acceptance and use of technology (UTAUT2) model has been contexualised into customer loyalty for the investigation of these dependent and independent variables. The relationships between dependent variables such as facilitating conditions, performance expectancy, effort expectancy, social influence, price value, hedonic motivation, habit, customer satisfaction and customer experience, and dependent variable customer loyalty have been hypothesise in this study. The framework is underpinned by unified theory of acceptance and use of technology (UTAUT2) and marketing-mix theory. The research employed a positivist and quantitative approach. To collect research data, this study used a web-based survey distributed to Australian mobile phone customers, with the help of a marketing company, Research Now. The study sample consisted of Australian customers of mobile telecommunications products and services. In total, 384 responses were received, and the survey was distributed to 1,985 Australian mobile telecommunications customers. The response rate was 19.34 per cent. The collected data was analysed using the SmartPLS tool and partial least squares path modelling (PLS-PM) regression method to answer the research questions and test the research hypotheses. Overall, the research findings supported the theoretical framework of this study, which was an extended version of the unified theory of acceptance and use of technology model proposed in this study, with the majority of examined factors found to have a significant effect on consumer loyalty. Specifically, this study found that customer satisfaction strongly affects customer loyalty. Similarly, facilitating conditions, social influence, performance expectancy, hedonic motivation and product price value positively influence customer loyalty. Given that customer loyalty is most strongly affected by customer satisfaction, it seems imperative that mobile telecommunications businesses devote particular attention to ensuring that customers are satisfied with their products and services. These research findings are consistent with those in the existing literature. This study provides insights into aspects of moderators - such as age, gender and experience - that have not previously been fully investigated in the field of mobile telecommunications products and services. The behavioural intention phenomenon has been studied from the perspective of consumer behaviour and usage, yet not in terms of consumer loyalty. Therefore, this study sought to fill this gap and undertake research in the field of customer loyalty in mobile telecommunications products and services settings. The findings of this study provide important managerial and business implications in the field of mobile telecommunications products and services. The research model will help mobile telecommunications service providers allocate their resources - such as network, infrastructure and customer care resources - according to their relative importance. It is anticipated that the proposed framework in this study will improve perceptions of the factors affecting consumer loyalty and the structural relationships between these factors in the presence of moderators. Additionally, this research should act as a guide for mobile telecommunication businesses to help them better meet customers' requirements, which may eventually lead to an increase in mobile companies' overall sales revenue. Consequently, this research may improve the current parameters to measure customer satisfaction and customer loyalty among mobile service provider companies. The results of the quantitative analysis must be understood within the limitations of this study. The sampling population for this research consisted only of Australian mobile telecommunications customers. Moreover, the author of this thesis acknowledges the limitation of limited access to mobile telecommunications companies. Further, implementation of a qualitative research methodology would improve the moderating results. Finally, the population comprised only a subset of all Australian customers; thus, the findings from this research may not be generalisable to all mobile telecommunications users

The role of co-creation activities, trust and gender on higher education marketing performance

This study attempts to analyze the effect of co-creation activities on satisfaction and its impact on loyalty, and to investigate the mediating role of co-creation value and trust, as well as the moderating role of personality traits and gender in higher education. This study took the sample from graduate students of master’s degree in management program or Master of Business Administration (MBA). There were 18 universities from 10 cities in Indonesia involved in this study. The survey comprised of 590 responses from students. The essential finding in this study confirms the effect of student co-creation activities on satisfaction and its impact on loyalty. Co-creation value and trust are found to be a partial mediation on the relationship between the co-creation and satisfaction. Moreover, gender is the moderating factor of the relationship between co-creation activities and trust, yet personality trait is not as a moderating variable in the relationship. The findings imply that higher education needs to encourage co-creation activities and adapt the activities based on student gender.peer-reviewe

Quality and image: The role of satisfaction and trust as intervening variables on loyalty of customer’s internet service providers

Many factors can affect customer loyalty that some of them are service quality and corporate image. There are two objectives of this study. First, this study explains service quality and corporate image effects as antecedents for customer satisfaction, trust, and loyalty. Second, this study investigates the role of customer satisfaction and trust in mediating the service quality and corporate image effects on customer loyalty in the context of ISP customers. By using the purposive sampling technique, this study researched 270 ISP customers. The sample of data was statistically analyzed with the Structural Equation Modeling (SEM) and the Confirmatory Factor Analysis (CFA). This study confirmed that customer satisfaction, customer trust, and loyalty were directly affected by service quality and corporate image. Customer satisfaction and customer trust influenced customer loyalty significantly. The role of customer satisfaction and customer trust indirectly in mediating service quality and corporate image effects on customer loyalty was also confirmed by partial mediation. This study concludes by arguing that it needs to pay attention to service quality and the company’s good name levels to maintain customer loyalty

The Moderating Effect of Switching Barriers: Online Stock and Derivatives Trading

This study attempts to develop a researchmodel that examines the direct effects of customersatisfaction and switching barriers on customer retention aswell as the moderating effect of switching barriers on therelationship between customer satisfaction and customerretention in retail online stock and derivatives tradingindustry in Hong Kong. An online questionnaire wasemployed as the means of data collection. The significantpositive effects of customer satisfaction and switchingbarriers on customer retention are confirmed. In addition,the significant negative moderating effect of switchingbarriers on the relationship between customer satisfactionand customer retention are also confirmed