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

Investigation of factors influencing loyalty – The role of involvement, perceived risk and knowledge

Our research aimed to reveal the effects that can be observed during the buying process of food products and can influence the decisions of customers. We focused on the role of enduring involvement in customers’ behavioural loyalty, that is, the repurchase of food brands. To understand this relationship in a more sophisticated way, we involved two mediating constructs in our conceptual model: perceived risk and perceived knowledge of food products. The data collection was carried out among undergraduate students in frame of an online survey, and we used SPSS/AMOS software to test the model. The results only partly supported our hypothesis, although the involvement effects on loyalty and the two mediating constructs were strong enough, loyalty couldn’t be explained well by perceived risk and knowledge. The roles of further mediating/moderating variables should be determined and investigated in the next section of the research series

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands. A significant question bearing both theoretical and practical implications, however, is whether emotional brand attachment or brand involvement is more apposite to warrant a luxury brand’s performance and to safeguard the original brand from counterfeits, which remains unanswered. To address this knowledge gap, a survey was conducted. On the basis of an empirical study, this paper reveals that emotional brand attachment is a more prominent influencer than brand involvement to escalate original brand patronage although the effect of brand involvement is also significant. However, while improved brand involvement pushes consumers to patronize counterfeits, higher emotional brand attachment does not result in increased counterfeit patronage. These effects do not vary as a function of previous experience of either originals or counterfeits. Findings of this research contribute to brand literature by presenting empirical evidence of distinct influence of emotional brand attachment over brand involvement, which represents significant practical implications in relation to strategic brand management and anti-counterfeiting strategies

Behavioral Aspects of Pricing

Buyers sometimes exhibit seemingly “irrational” behavior with respect to prices and use socially embedded heuristics to simplify their purchase decisions. In some cases small changes in prices can lead to much larger than anticipated changes in sales and profitability. Sellers need to understand the heuristics consumers use, the situations in which they emerge, and recognize how they can respond in markets where information and knowledge of product attributes and competitive prices is increasingly available via the Internet. This chapter explores consumers’ behavioral reactions to price through a review of contemporary literature in the field of pricing. The chapter delineates the nature and scope of these effects based upon a critical review of the most up-to-date empirical research in the field, and concludes by providing implications for innovation in pricing, and guidance for managers to reduce the disconnect between themselves and consumers

The Valence of Online Consumer Reviews and Purchase Decision: Examining the Moderating Effects of Product Type and Consumer Expertise

The purpose of this study is to investigate the moderating effects of product type and consumer knowledge on the relationship between online consumer reviews and purchase decision. An experiment was conducted to test the hypotheses. The results substantiate the argument that the valence of online consumer reviews impacts the consumers’ purchase decision. That is, positive online consumer reviews will have positive effect on the purchase decision while the negative online consumer reviews impact the buying decision negatively. In addition, consumers are more likely to rely on the online consumer reviews to make the purchase decision for the durable products. For the non-durable products, online consumer review is only a supplemental information source for the purchase decision. Finally, the theoretical and practical implications conclude the remark

Examining the Impact of Innovation Forms on Sustainable Economic Performance: The Influence of Family Management

The aim of this research is to explore the effect that innovation, as a potential source of sustained competitive advantage and firm growth, has on the achievement of sustainable economic performance. In particular, this paper empirically examines the influence of four innovation forms (intramural R&D, extramural R&D, product innovation, and process innovation) on firms’ sustainable economic performance, considering the moderating effect of family involvement in management. To test the hypotheses, random-effects regression analyses are applied to a longitudinal sample of 598 Spanish private manufacturing firms throughout the 2006–2015 period. The results show a negative effect of intramural and extramural R&D on sustainable economic performance and a positive effect of process innovation on sustainable economic performance. Moreover, a reinforced relationship between process innovation and sustainable economic performance is also revealed when family involvement in management acts as a moderator. The findings make several contributions to research and practice

Tourists behavior during their trip: How they use and offer recommendations?

The rise of new technologies has changed the way tourists trust in eWOM to choose a restaurant. There is a growing use of opinion and price comparison websites, where opinions and ratings can be shared with other users. In addition, the spreading of false or paid comments has made this type of webs seek the generation and maintenance of trust. However, there are few studies that analyse how to generate trust in these webs and its effect in the intention of the consumer to participate in WOM behaviours, once the tourist is already in its tourist destination. Therefore, this research analyses the influence of recommendations on the generation of tourists’ trust in the review websites of restaurant industry while they are in the destination. A regression analysis of data from 439 tourists has revealed that the perceived credibility, the quality of the information and the quality of the web affect trust in review websites. This fact encourages the contracting of restaurant services and communication among consumers, both in a traditional way (WOM) and through the review websites (eWOM), while the tourist is in the tourism destination.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech