Modelling green customer loyalty and positive word of mouth

2019 ◽  
Vol 15 (3) ◽  
pp. 405-426 ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Energy Efficient ◽  
Word Of Mouth ◽  
Environmental Knowledge ◽  
Positive Word ◽  
Content Type ◽  
Consumption Values ◽  
Customer Trust ◽  
Positive Word Of Mouth

Purpose The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty and positive word of mouth (PWOM) towards energy-efficient products, and how environmental knowledge moderates these relationships. Design/methodology/approach A quantitative research approach was followed using a cross-sectional design. Data were collected from 440 consumers in South Africa, who used electronic home appliances that have energy efficiency labels. A structural equation model and a multigroup analysis were used to test the hypothesised relationships. Findings The results revealed that consumption values partially influence green customer satisfaction, which, in turn, affect green customer trust and loyalty, and PWOM. Environmental knowledge only marginally moderates the relationships in the model. Practical implications Green marketing practitioners should work on improving green customer satisfaction, which is central to a sustainable green consumption lifestyle. Originality/value The theoretical contribution of this study is through the application of a multidimensional approach to testing the impact of consumption values on green customer satisfaction. Moreover, this paper provides greater clarity on the specific determinants of PWOM and examines the interplay between green customer loyalty and positive word of mouth towards green products. Furthermore, the moderating effect of environmental knowledge on the relationships in the proposed model is explained.

Antecedents and consequences of experiential value in fashion retailing: a study on Indian consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Geetika Varshneya
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Word ◽  
Internal Factors ◽  
Content Type ◽  
Experiential Value ◽  
Fashion Retail ◽  
Antecedents And Consequences ◽  
Positive Word Of Mouth

PurposeCustomer's experiential value is influenced by external as well as internal factors. This study was an effort to explore the impacts of two relevant internal factors (lifestyle and involvement) and one important external factor (atmospherics) on experiential value. Further, it investigates the influence of experiential value on two pertinent outcomes (customer satisfaction and positive word of mouth).Design/methodology/approachA survey-based questionnaire was used to collect the data (n = 354) from fashion retail shoppers in NCR region in India and was analysed using structural equation modelling.FindingsThe results revealed that positive influence of atmospherics, involvement and lifestyle on experiential value dimensions. Subsequently, the study showed experiential value influences customer satisfaction, which further leads to positive word of mouth.Research limitations/implicationsThe study was carried out in fashion retail stores in National Capital Region in India. Therefore, further investigation is required for generalising the results. Theoretical and managerial contributions of the study are further discussed in the paper.Originality/valueArguably, this paper is an initial attempt to explore the antecedents and consequences of experiential value in the context of fashion retailing.

scholarly journals Analisis Faktor yang Mempengaruhi Word of Mouth Ayam Geprek Don

2021 ◽  
Vol 5 (3) ◽  
pp. 296
Author(s):  
Albertus Bobby Widagdo ◽  
Yanuar Yanuar
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Word Of Mouth ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Positive Word ◽  
Brand Trust ◽  
Positive Word Of Mouth

This study aims to examine the effect of brand image, brand trust and customer satisfaction on customer loyalty and its influence on product word of mouth. The data in this study were obtained from the results of filling in the questionnaire by 110 respondents who were all customers of Ayam Geprek Don products located in South Jakarta. Data from the questionnaire filling in this study were further analyzed using the Partial Least Square technique with the help of the SmartPLS program. Based on the results of the analysis in this study, some conclusions are obtained as follows: brand image, brand trust, and customer satisfaction have a positive and significant effect on loyalty. Then, loyalty has a positive and significant effect on product word of mouth. In general, the better the brand image and product brand trust and the higher the customer satisfaction, the higher loyalty which will further increase the positive word of mouth of the brand. Penelitian ini bertujuan untuk menguji pengaruh citra merek, kepercayaan merek, dan kepuasan pelanggan terhadap loyalitas, serta pengaruhnya terhadap word of mouth produk. Data dalam penelitian ini diperoleh dari hasil pengisian kuesioner oleh sebanyak 110 responden yang seluruhnya adalah pelanggan produk Ayam Geprek Don yang berlokasi di Jakarta Selatan. Data hasil pengisian kuesioner dalam penelitian ini selanjutnya dianalisis dengan menggunakan teknik Partial Least Square dengan bantuan program SmartPLS. Berdasarkan hasil analisis dalam penelitian ini, diperoleh beberapa kesimpulan yaitu: citra merek, kepercayaan merek, dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas. Serta loyalitas berpengaruh positif dan signifikan terhadap word of mouth produk. Secara umum, semakin baik citra merek dan kepercayaan merek serta semakin tinggi kepuasan pelanggan, maka semakin tinggi loyalitas yang selanjutnya akan meningkatkan word of mouth positif dari merek.

scholarly journals HUBUNGAN ANTARA KEPUASAN DAN LOYALITAS MAHASISWA UNIVERSITAS BUNDA MULIA

2017 ◽  
Vol 5 (1) ◽  
Author(s):  
Lelly Christin
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Word Of Mouth ◽  
Positive Word ◽  
Business World ◽  
Differentiation Strategy ◽  
Loyal Customer ◽  
Positive Word Of Mouth ◽  
Positive Recommendation

<p>Business world growth in rapid speed nowadays, because of that reason all the companies in business world try to make a differentiation strategy in order to be different than other company. One of important aspect which concern by all companies is customer satisfaction. Customer satisfaction is a part of company management, because of that those companies realize if they could fulfil this aspect they could have a profit. But, we can’t just rely on customer satisfaction to improve long term benefits. Loyal customer will not turn around to other similar companies. University must to construct customer loyalty. Loyal customers, in this case students usually give a positive recommendation (the likehood of spreading positive word of mouth).</p><p>Key Words- Satisfaction, Loyality, Student</p>

scholarly journals Pengaruh Customer Satisfaction, Brand Trust, dan Customer Feedback Terhadap Customer Loyalty Pada Perusahaan Mobil Suzuki

2017 ◽  
Vol 1 (1) ◽  
Author(s):  
Jhony Putra Satria Arianto
Keyword(s):  
Regression Analysis ◽  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Word Of Mouth ◽  
Positive Word ◽  
Brand Trust ◽  
Research Model ◽  
Managerial Implication ◽  
Customer Feedback ◽  
Positive Word Of Mouth

The background of this research to understand the importance of customer satisfaction will result customer loyalty on consumer’s of automobile. The design of this research applies a research model based on consumer’s of Suzuki Ertiga In Suzuki Indonesia Company which locard in East Bekasi. A total of seventy consumers as respondents were analyzed using multiple regression analysis with SPSS 17. The objectives of this research to examine the importance will result on customer retention and generation of positive word of mouth. The result of this research that the effect of positively Customer Satisfaction, Brand Trust, dan Customer Feedback toward Customer Loyalty.  The managerial implication for marketing managers for understanding the importance of customer loyalty to increase company profitability.

scholarly journals Ads in gaming apps: experiential value of gamers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naser Valaei ◽  
Gregory Bressolles ◽  
Hina Khan ◽  
Yee Min Low
Keyword(s):  
Word Of Mouth ◽  
Positive Word ◽  
Social Affiliation ◽  
Content Type ◽  
Mobile Game ◽  
Experiential Value ◽  
The Right ◽  
Positive Word Of Mouth ◽  
Intention To Continue ◽  
Affective Involvement

PurposeEven though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers with respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with “experiential value of gamers through ads in gaming apps” as well as investigating its antecedents (cognitive and affective involvement) and consequences (positive word of mouth and intention to continue playing the mobile game).Design/methodology/approachA total of 600 valid responses from gamers was used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity.FindingsThis study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way.Originality/valueThis study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time.

Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kesha K. Coker ◽  
Richard L. Flight ◽  
Dominic M. Baima
Keyword(s):  
Conceptual Model ◽  
Digital Video ◽  
Word Of Mouth ◽  
Positive Word ◽  
Consumer Engagement ◽  
Content Type ◽  
Narrative Transportation ◽  
Advance Theory ◽  
Digital Engagement ◽  
Positive Word Of Mouth

PurposeDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.Design/methodology/approachThis study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.FindingsDigital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.Research limitations/implicationsFindings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.Practical implicationsMarketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.Originality/valueThis research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.

Digital cause-related marketing campaigns

2020 ◽  
Vol 12 (1) ◽  
pp. 63-78
Author(s):  
Meenakshi Handa ◽  
Shruti Gupta
Keyword(s):  
Word Of Mouth ◽  
Consumer Participation ◽  
Customer Engagement ◽  
Positive Word ◽  
Bottom Line ◽  
Content Type ◽  
Behavioural Intentions ◽  
Cause Related Marketing ◽  
Positive Word Of Mouth ◽  
The Relationship

Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

Service recovery satisfaction and customer commitment in the airline business

2019 ◽  
Vol 11 (1) ◽  
pp. 91-108
Author(s):  
Rosemary Matikiti ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Airline Industry ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Service Failure ◽  
Service Recovery ◽  
Positive Word ◽  
Content Type ◽  
Customer Commitment ◽  
Recovery Satisfaction ◽  
Positive Word Of Mouth

Purpose The purpose of this paper is to examine the precursors and outcomes of service recovery satisfaction and customer commitment among airline business customers. Design/methodology/approach Data were collected from airline travellers in South Africa using a structured questionnaire. Structural equation modelling was used to analyse the proposed hypotheses. Findings The results revealed that recovery expectations and perceived equity exert significant influence on levels of recovery satisfaction, which in turn influence overall satisfaction, trust and commitment. The study also revealed that trust and overall satisfaction are antecedents of customer commitment and that customer commitment has a significant positive relationship with positive word of mouth. It was also established that the quality of past service performance moderates the relationship between recovery satisfaction and commitment. Practical implications Airlines are advised to stimulate customer trust in the service delivery process through transparency in the procedures by which they resolve service failures and to remain committed to their service recovery promises to customers. It is also proposed that airlines should secure increased positive word of mouth through offering satisfactory service recovery. Originality/value Very little research in the South African context exists which focusses on the influence of customers satisfaction and commitment in the airline industry. This paper helps in establishing the antecedents of customer commitment after service failure in the airline industry.

The dark side of experience-seeking mall shoppers

2016 ◽  
Vol 44 (12) ◽  
pp. 1206-1222 ◽  
Author(s):  
Mark Scott Rosenbaum ◽  
Mauricio Losada Otalora ◽  
Germán Contreras Ramírez
Keyword(s):  
Empirical Evidence ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Survey Methodology ◽  
Dark Side ◽  
Positive Word ◽  
Content Type ◽  
Financial Benefits ◽  
Positive Word Of Mouth ◽  
Practical Implications

Purpose The purpose of this paper is to illustrate that mall shoppers who participate in a mall’s experiential offerings, including entertainment and activities, do not necessarily exhibit more favorable attitudes or behaviors toward the mall than mall shoppers who do not participate in these offerings. Design/methodology/approach This study employs survey methodology from a sample collected in an expansive regional mall that offers customers experiential activities. Findings The findings show that mall shoppers who partake in mall-based activities are less satisfied, are less likely to spread positive word of mouth, and have lesser desire to return to the mall than shoppers who do not partake in these activities. The findings also reveal that mall expenditures are the same between shoppers who partake in mall activities and those who do not. Research limitations/implications Researchers have argued that malls can compete with digital retailers by offering shoppers experiential activities. Although segments of shoppers partake in these activities, this study finds that experiential investments do not result in significant favorable shopper outcomes. Practical implications Mall developers that implement experiential offerings as a means to combat competition from digital retailers may not attain managerially relevant results from doing so. Originality/value Although retailing academics and consultants espouse the idea that retailers can obtain financial benefits by creating memorable experiences for shoppers, this research offers empirical evidence that counters these speculations. In the case of enclosed malls, investments in experiential features and activities may not lead to improved shopper attitudes, behaviors, or sales.

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