Consumers' trade-off between relationship, service package, and price : an empirical study in the car industry

Assesses whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision-making variables when buying a car. In addition, assesses consumer segments resulting from simultaneously incorporating relationships, service package, and price. Investigates a large sample of mitsubishi drivers in the netherlands emphasizing consumers’ trade-off between dealer relationship, service package and price. Conjoint analysis showed that dealer relationships (as opposed to price) represent a very important decision-making variable when buying a car and consumer preferences concerning relationships provide a useful instrument for segmenting markets. Cluster analyses on the basis of three aspects simultaneously revealed that some consumers do value relationships, while others emphasize the service package in their purchase, both opposed to the third segment that is most probably not inclined to be loyal to a car dealer at all. Clearly indicates that different consumer segments can be distinguished on the basis of preferences for relationships and service packages rather than on the basis of price. This knowledge enables car dealers to use their resources more effectively

Store satisfaction and store loyalty explained by customer- and store related factors

Contains fulltext : 142940.pdf (publisher's version ) (Open Access)147 p

The psychology behind commitment and loyalty: an empirical study in a bank setting

Contains fulltext : 142934.pdf (author's version ) (Open Access)Despite the extant literature on customer loyalty, it is recognized that the psychological processes behind commitment and customer loyalty are still ill understood. Therefore, the primary objective of this study is to assess the impact of three psychological antecedents (position involvement, volitional choice and informational complexity) on affective, calculative and normative commitment to a bank. In turn, we assess the impact of an individual difference variable (consumer relationship proneness) on these three psychological antecedents. And finally, this research project addresses the consequences of affective, calculative and normative commitment on loyalty in terms of word of mouth, purchase intention, price insensitivity and complaining. An empirical research among 439 bank customers was conducted to test our conceptual model. Structural Equation Modeling (SEM) results reveal the pivotal role of affective commitment as an antecedent of customer loyalty. In turn, affective commitment can best be explained by position involvement. Moreover, relationship proneness seems to be most strongly related to position involvement. Managerial implications, limitations and directions for future research are provided.29 p