The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image

This study examines the mediating role of customer relationship management (CRM) quality to better explain the effects of service evaluation variables (service quality, customer satisfaction and customer value) on customer loyalty. The study also investigates the moderating effect of brand image on these mediated relationships. The mediating role of CRM quality on the relationship between the service evaluation variables and customer loyalty is supported. Further, it is found that the indirect effect of customer satisfaction on customer loyalty via CRM quality is stronger when perceived brand image is high than when it is low. The results have implications for relationship managers, brand managers and scholars who use service evaluation and relational metrics to predict customer loyalty

Drivers and outcomes of relationship quality with professional service firms: An SME owner-manager perspective

Strong relationships are important, particularly for business partners dealing with business-to-business (B2B) professional service providers, as the quality of the relationship can serve as a proxy for evaluating the service delivery. Grounded in the RM paradigm, this study focused on this unique inter-firm business exchange between professional service firms (PSFs) and small and medium-sized enterprises (SMEs) in order to investigate the drivers and outcomes of relationship quality (RQ). Specifically, we utilized a mixed-methods approach to understand (i) the key dimensions of RQ and its drivers, (ii) the mechanism through which RQ affects relational outcomes (i.e. loyalty and willingness-to-pay premium price), and (iii) the moderating role of relationship duration and perceived risk among these relationships in a B2B professional service context. The results from a survey of 324 SME CEOs and/or owner-managers confirmed the importance of relationship value in mediating the effects of RQ and its outcomes, particularly in long-term relationships and under high-risk situations. The authors discuss the implications of the findings for theory and practice in the PSF context, and acknowledge the research limitations

Improving service quality: Examining the drivers and outcomes of TQM internalization in organizations

2019, Emerald Publishing Limited. Purpose: The purpose of this paper is to examine the mediating role of total quality management (TQM) internalization factors on the relationship between the proposed drivers (internal/external motives) and outcomes (external benefits and financial results). Design/methodology/approach: Using a sample of quality managers, this study adopts a two-step methodological approach to explore the key components of TQM internalization via an initial exploratory study followed up with a quantitative study to examine the relationships between the proposed drivers using structural equation modeling. Findings: The qualitative study revealed the key components of TQM implementation factors, namely top management commitment, middle management commitment and audits, training and employees\u27 commitment. The quantitative results show that a positive relationship between external motives and TQM internalization was not supported; yet, the results supported the influence of internal motives on TQM internalization. Further, the results revealed a significant relationship between TQM internalization and internal benefits but not financial benefits. Finally, a strong positive link between internal and financial benefits emerged. Research limitations/implications: The study findings are only based on the perceptions of quality managers and future research could test the proposed model using other units of analysis in order to fully capture the role of TQM internalization. Practical implications: The findings show that award model adoption is a significant tool for quality improvement in organizations, a procedure that drives both internal and financial benefits. Further, the study points out areas that companies should emphasize in order to successfully implement a quality award model and therefore harvest its potential benefits. Originality/value: The paper proposes an empirically tested conceptual framework that examines vital issues concerning the internalization of the TQM approach through award models, thus providing valuable outcomes for decision makers to improve service quality

Service innovation and adoption in industrial markets: An SME perspective

2019 Elsevier Inc. Service innovation is essential, particularly for companies operating in highly competitive environments, as it can lead to innovation adoption behaviors, which in turn influence overall business performance. Drawing upon the innovation adoption and relationship marketing literature, and grounded within the structure-conduct-performance paradigm and social exchange theory, this study examines the reputational and relational mechanisms through which service innovation influences the innovation adoption decisions of small and medium-sized enterprises (SMEs). A survey of 336 Australian SME representatives reveals the critical role of suppliers\u27 sustainable competitive advantage (SCA) and affective commitment in mediating the relationship between service innovation and innovation adoption behavior. However, industry-relevant moderators in the form of technological turbulence and long-term orientation constrain the mediating effects. Specifically, perceived SCA has stronger mediating effects among short-term-oriented customers, whereas affective commitment has stronger mediating effects when technological turbulence is low. The findings provide useful insights for organizations in terms of capitalizing on their reputation and relationship with customers to encourage the adoption of innovation by SMEs

Reducing employee turnover intention: a customer relationship management perspective

Research examining ways to prevent employee turnover has observed varied and often inconsistent findings, yet this remains a challenge to many firms, particularly call centers. This study therefore examines the impact of customer relationship management (CRM) dimensions on employee job satisfaction and intention to quit. A two-step methodological approach utilizing data from the Malaysian call center industry was used. The study conducted preliminary qualitative investigations (from literature and a focus group), and survey data were then used to test the conceptual model via structural equation modeling. The findings establish that a properly initiated and implemented CRM strategy will engender employee job satisfaction thereby resulting in significantly reduced intention to quit. The study identifies the key CRM dimensions that can be useful for call center managers in enhancing employee job satisfaction and averting employee turnover intentions. Implications for marketing theory and practice as well as areas for future research are discussed

Conceptualising franchisee-based brand equity: the role of brand relationship management and franchisor competence

Building brand equity is viewed as an important strategic issue that can enhance economic performance of most organisations. The last decade has witnessed substantive growth in the retail franchising businesses and emphasis on building retail brands. However, despite the increased focus on retail branding, limited attention has been paid to the concept of retail brand equity and specifically to brand equity within the franchising retailing context. This paper provides a conceptual framework of the role of brand relationship management (BRM) and franchisor competence in enhancing brand equity in the franchising context - thereby proposing the term 'franchisee-based brand equity'. Further, the paper proposes that the franchisees' relationship with the franchise brand is moderated by the length of the franchisor-franchisee relationship. The paper extends the retailer's perspective of brand equity and introduces the concept of franchisee-based brand equity and argues that as a special form of retailing businesses, franchises need separate models and theories from those used in conventional buyerseller relationships. The paper explores the behavioural aspects of the franchise relationship from the franchisee's perspective as brand representatives in the franchise channel. Research propositions, proposed methodology, research implications, limitations and areas for further research are provide

Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

2019, Emerald Publishing Limited. Purpose: To understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands. Design/methodology/approach: A descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM). Findings: The findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM. Originality/value: The recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept