Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand

2022 ◽  
Vol 64 ◽  
pp. 102826
Author(s):  
Jedsada Wongsansukcharoen
Keyword(s):  
Relationship Marketing ◽  
Commercial Bank ◽  
Brand Loyalty ◽  
Relationship Management ◽  
Customer Engagement ◽  
Brand Trust ◽  
Marketing Orientation ◽  
Community Relationship

scholarly journals ANALISIS CUSTOMER ENGAGEMENT TERHADAP KAFE DI KOTA TEGAL

2021 ◽  
Vol 4 (1) ◽  
pp. 18-27
Author(s):  
Puput Dewi Anggraeni ◽  
Tantri Adithia Sabrina
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Quantitative Research ◽  
Descriptive Analysis ◽  
Three Dimensions ◽  
Customer Engagement ◽  
Brand Trust ◽  
Tourist Attractions ◽  
Tourism Sector ◽  
Tourism And Hospitality

The development of the tourism sector in Indonesia is always accompanied by the development of the hotel industry, tourist attractions, restaurants and cafes, this is a complementary entity between tourist attractions, lodging places and places to eat. The rise of the cafe business in the city of Tegal has made many changes in various fields both social and economic, however it needs to be further investigated about customer engagement in various dimensions and indicators that greatly affect the sustainability and business development of a cafe from the perspective of tourism and hospitality. The purpose of this study was to determine the dimensions of customer engagement of cafes in Tegal City and measure the level of customer engagement based on the dimensions that have been formulated. This research is a quantitative research with descriptive analysis method. The population in this study is the cafe customers, amounting to 30 peoples. The instrument in this study used questionnaires. The results of this study indicate that customer engagement has three dimensions: customer satisfaction, brand trust and brand loyalty. The suggestions is to improve services, maintain product quality and good service. This step is expected to increase customer satisfaction so as to maintain brand trust and brand loyalty of the cafe itself in the future.

Customer Engagement in Social Media Brand Community

2021 ◽  
pp. 157-165
Author(s):  
Wajdy Omran
Keyword(s):  
Brand Loyalty ◽  
Social Networking Sites ◽  
Fast Food ◽  
Brand Management ◽  
Structural Equations ◽  
Customer Engagement ◽  
Brand Trust ◽  
Brand Love ◽  
Digital Space

Given the growth of Social Networking Sites (SNS), especially Facebook, companies have commenced engaging with customers in this newly emerged digital space. This study investigates the role of brand trust and brand love in enhancing engagement throughout Facebook. The effect of customer engagement on brand loyalty is also examined. Data was collected using a survey of 400 Syrian fast-food customers. The model is examined by structural equations modeling (SEM). The findings revealed that brand trust and brand love are considered drivers of customer engagement, also brand loyalty is an outcome of customer engagement. Moreover, the finding provides a model which brand managers can follow to build brand loyalty. It will add value in the field of Brand Management.

scholarly journals Determination of Brand Loyalty in Telecommunication Industry: a Literatur Review

2018 ◽  
Vol 7 (3.30) ◽  
pp. 59
Author(s):  
Ikramuddin . ◽  
Muhammad Adam ◽  
Hizir Sofyan ◽  
Faisal .
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Relationship Marketing ◽  
Brand Loyalty ◽  
Telecommunications Industry ◽  
Telecommunication Industry ◽  
Brand Trust ◽  
Future Studies ◽  
The Relationship

This study focuses on the concept of "brand loyalty". The concept of brand loyalty is an important issue in the telecommunication industry and is one of the strategies in relationship marketing. This paper reevaluates the comprehensive determinants of brand loyalty, by testing the model proposed in previous research as a determinant of brand loyalty. The determinants of brand loyalty are service quality, customer satisfaction and brand trust. Several previous studies have addressed the relationship between service quality, customer satisfaction, and brand trust with brand loyalty and the study also presents various current research shortcomings and trends for future studies in the telecommunications industry.  

Risk as moderator of the trust-loyalty relationship

2014 ◽  
Vol 48 (5/6) ◽  
pp. 964-981 ◽  
Author(s):  
Marcel Paulssen ◽  
Raphael Roulet ◽  
Sina Wilke
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Perceived Risk ◽  
Risk Perceptions ◽  
Social Bonding ◽  
Equation Modeling ◽  
Brand Trust ◽  
Content Type ◽  
Brand Satisfaction

Purpose – The purpose of this paper is twofold: first, to investigate the role of perceived risk as a moderator of the key relational mediators of satisfaction and trust, and second, to test the influence of perceived product value and social bonding as antecedents of brand satisfaction and brand trust to understand their effectiveness under different risk conditions. Palmatier et al. (2006) call for the study of moderators of relational mediators, such as trust and satisfaction, which may determine the effectiveness of different relationship marketing strategies. Design/methodology/approach – This study investigates business-to-consumer relationships between a car brand and its customers, applying structural equation modeling. Findings – Results show that perceived risk moderates the mediating role of both brand trust and brand satisfaction on relationship outcomes. When perceived risk is low, brand satisfaction alone determines brand loyalty, whereas when perceived risk is high, brand trust exclusively determines brand loyalty. Thus, the effectiveness of social bonding tactics as a prime determinant of trust is contingent on consumers’ risk perceptions. Research limitations/implications – A limitation of the present research is its focus on one product category. Further investigations should be conducted to expand the findings’ generalizability. Practical implications – The often-recommended social bonding between boundary spanner and customers is only an effective relationship marketing strategy in situations of high perceived risk. Originality/value – This study clarifies the role of perceived risk in marketing relationships by testing alternative models.

scholarly journals PENGARUH CUSTOMER ENGAGEMENT TERHADAP KEPUASAN PELANGGAN DAN KEPERCAYAAN MEREK SERTA DAMPAKNYA PADA LOYALITAS MEREK

2015 ◽  
Vol 15 (2) ◽  
pp. 246
Author(s):  
Evi Rahmawati ◽  
San Aji
Keyword(s):  
Customer Satisfaction ◽  
Customer Relationship Management ◽  
Brand Loyalty ◽  
Online Survey ◽  
Positive Influence ◽  
Customer Relationship ◽  
Customer Engagement ◽  
Brand Trust ◽  
Academic Literature ◽  
Survey Approach

ABSTRACT Customer engagement has recently emerged in both academic literature and practitioner discussions as a new prespective in customer relationship management that aims to build brand loyalty. It is encouraged the emergence of new interaction channels, namely social media and the growing popularity of the Internet, which allows the company to interact more intensively with its customers. However, empirical investigations about customer engagement is relatively limited. This study aims to examine the effect of customer engagement on brand loyalty that mediated by customer satisfaction and brand trust on the mobile phone operator services. Researchers used an online survey approach on a sample of 140 customers who become the followers of twitter companyaccount, namely @XL123 . Data were analyzed using path analysis. The results showed that customer engagement influence customer satisfaction and brand trustpositively, but has no effect on brand loyalty. Customer satisfaction has positive influence on brand trust, but has no effect on brand loyalty, and brand trust influence brand loyaltypositively. This study contributes to the literature on customer engagement in the context of mobile telecommunications, with empirical evidence significant influence of customer engagement to customer satisfaction.ABSTRAKSICustomer engagement baru-baru ini muncul dalam literatur akademis dan diskusi praktisi sebagai perspektif baru dalam penerapan customer relationship managementyang bertujuan membangun loyalitas merek. Hal ini didorong munculnya saluran interaksi baru, yaitu media sosial dan semakin populernya internet, yang memungkinkan perusahaan dapat berinteraksi lebih intensif dengan pelanggannya. Namun demikian, penyelidikan empiris tentang customer engagement masih relatif terbatas. Penelitian ini bertujuan menguji pengaruh customer engagement terhadap loyalitas merek yang dimediasi kepuasan pelanggan dan kepercayaan merek pada jasa operator telepon seluler. Peneliti menggunakan pendekatan survei online pada 140 sampel pelanggan yang menjadi followers akun twitter perusahaan, yaitu @XL123. Data dianalisis menggunakan analisis jalur. Hasil penelitian menunjukkan bahwa customer engagement berpengaruh positif terhadap kepuasan pelanggan dan kepercayaan merek, tetapi tidak berpengaruh terhadap loyalitas merek. Kepuasan pelanggan berpengaruh positif terhadap kepercayaan merek, tetapi tidak berpengaruh terhadap loyalitas merek. Kepercayaan merek berpengaruh positif terhadap loyalitas merek. Penelitian ini berkontribusi tentang literatur customer engagement dalam konteks telekomunikasi seluler, dengan pembuktian empiris pengaruh signifikan customer engagement terhadap kepuasan pelanggan.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

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