Boost Customer Loyalty With Online Support: The Case Of Mobile Telecomms Providers

The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The Internet has the potential to dominate all other marketing channels when it comes to the interactive and personalized communication that is considered quintessential for supporting services. Our study shows that the quality of online supporting services powerfully affects satisfaction with the provider and customer loyalty through its effect on online value and enjoyment. Managerial implications are provided.marketing ;

Does relationship marketing improve customer relationship satisfaction and loyalty?

Purpose - This study investigates the relationship marketing (RM) strategy of a retail bank and examines whether - after its implementation - customer relationships were strengthened through perceived improvements in the banking relationship and consequent loyalty towards the bank. Design/methodology/approach - A survey was conducted on two profitability segments, of which the more profitable segment had been directly exposed to a customer oriented RM strategy, whereas the less profitable segment had been subjected to more sales oriented marketing communications. Findings - No significant differences were found between the segments on customers’ evaluations of the service relationship or their loyalty toward the bank. Furthermore regression analysis revealed that relationship satisfaction was less important as a determinant of loyalty in the more profitable segment. Research limitations/implications - This study was conducted as a case study of one specific branch of a bank group in Finland, which limits the external validity of its results. It was not possible to ascertain if, or to what extent, customers of the more profitable segment had received the intended RM treatment. Other limitations are also discussed. Practical implications - Customer orientation is desirable within retail banking and more studies are needed on the differential drivers of loyalty across customer profitability segments. By identifying the aspects of a banking relationship that are more highly valued among more profitable customers than among less profitable customers, bank managers would be able to more effectively devise appropriate strategies for different segments. Originality/value - The study contributes to the RM literature and marketing of financial services by providing empirical evidence of the effects of RM activities on customer relationship perceptions in different profitability segments

Customer Referral Behavior: Do Switchers and Stayers Differ?

In today’s highly competitive market environment, service providers are beginning to recognize that customer referral plays an important role in enhancing firm value through cost-effective acquisition of new customers. While a significant body of research has focused on exploring customer referral, surprisingly limited research to date has addressed how customer referral may vary for different customer groups, particularly among switchers and stayers. This article examines the moderating effect of switchers and stayers on the relationships between service quality and perceived value on customer referral behavior. Actual referral data were collected from 441 customers of an Internet Service Provider in two waves for this study. The results show that the effects of positive changes in service quality and perceived value on customer referral behavior are stronger for recently acquired customers (switchers) than for long-term customers (stayers). The findings of the study suggest that investment in service quality and value improvements yield significantly higher returns (through greater customer referrals) for switchers than for stayers. Based on the findings, the authors recommend that service managers should identify and target newly acquired customers, who have switched from different service providers, right from the outset of the relationship with service offerings that signify higher quality and value in order to maximize customer referrals

To cheat or not to cheat? The effect of a moral reminder on cheating

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Buyer perceptions of corporate brand extension attractiveness and fit in B2B services

Publisher Copyright: © 2023This study explores buyer perceptions of corporate brand extension attractiveness in B2B services, focusing on influencing roles of corporate image, extension fit, and other sources of extension appeal. Two case companies are explored qualitatively in the facility service and industrial consultancy industries, including 28 semi-structured interviews with buyers of the corporate brand's original services and service extensions. Corporate brand heritage, breadth and extension frequency influenced brand extension attractiveness. Image fit and service fit were identified as dimensions of brand extension fit, while other sources of attractiveness related to service characteristics and the buying context, including buyer-seller relationship strength and the characteristics of the buying process. By exploring buying experience over time, the dynamic natures of brand extension attractiveness and fit are discussed. This study contributes to brand extension research by identifying novel sources of brand extension attractiveness to guide future studies, and by adding new understandings of the benefits and risks of business growth through extending brands in B2B service markets.Peer reviewe

Short Brand Stories on Packaging: An Examination of Consumer Responses

The persuasiveness of stories and their influence on consumers have been acknowledged in marketing, particularly within the advertising field. In marketing practice, brand stories are increasingly also appearing on product packages. However, packages differ from ads in significant ways as communication channels; for example, the space for messages on a package is limited by the size of the package. This study reports findings from two experiments comparing consumer responses to fast-moving consumer good (FMCG) packages with and without short brand stories. The findings show that even a short brand story included on FMCG packaging has a positive impact on consumers’ affective, attitudinal, product value, and behavioral intention responses to the brand.peerReviewe