Promoting customers’ involvement with service brands: evidence from coffee shop customers

2017 ◽  
Vol 31 (7) ◽  
pp. 733-744 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong (Ally) Lee
Keyword(s):  
Brand Loyalty ◽  
Symbolic Interaction ◽  
Interaction Theory ◽  
Coffee Shop ◽  
Content Type ◽  
Customer Involvement ◽  
Service Brand ◽  
Service Brands ◽  
Involvement Theory ◽  
Symbolic Interaction Theory

Purpose The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds. Design/Methodology/approach This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds. Findings Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty. Research limitations/implications This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty. Practical implications Results suggested what factors could enhance brand loyalty to gain competitive advantages. Originality/value This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

scholarly journals Interaksi Simbolik Dalam Sales Promotion Menciptakan Brand Loyalty (Studi Kasus Pengguna Kartu Starbucks Di Jakarta)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 201
Author(s):  
Catherina Siena ◽  
Muhammad Adi Pribadi
Keyword(s):  
Brand Loyalty ◽  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Participant Observation ◽  
Sales Promotion ◽  
Coffee Shop ◽  
Symbolic Interactions ◽  
Symbolic Interaction Theory ◽  
Depth Interviews

Marketing communication of a product is done to improve product quality and introduce products to consumers. Starbucks is a famous coffee shop in Indonesia. This research aims to determine the process of symbolic interaction in the formation of brand loyalty among Starbucks card users. This research uses symbolic interaction theory, brand loyalty and sales promotion. Symbolic interactions play a very important role in increasing consumer brand loyalty. This research uses a qualitative methodology. Data collection in this research was conducted by in-depth interviews and participant observation. The analytical method used in this research is a case study. The results showed that consumer loyalty to Starbucks, so they want to use Starbucks cards occurs because of the quality and promotion of Starbucks. And symbolic interaction is very influential in the process of brand loyalty formation such as promotions, rules and language used. Komunikasi Pemasaran terhadap sebuah produk dilakukan untuk meningkatkan kualitas produk dan memperkenalkan produk kepada konsumen. Starbucks adalah sebuah kedai kopi ternama di Indonesia. Penelitian ini bertujuan untuk mengetahui proses interaksi simbolik dalam pembentukkan brand loyalty diantara para pengguna kartu Starbucks. Penelitian ini menggunakan teori interaksi simbolik, brand loyalty dan sales promotion. Interaksi simbolik berperan sangat penting dalam meningkatkan brand loyalty konsumen. Penelitian ini menggunakan metodologi kualitatif. Pengumpulan data dalam penelitian ini dilakukan dengan wawancara mendalam dan observasi partisipan. Metode analisis yang dipakai dalam penelitian ini adalah studi kasus. Hasil penelitian menunjukkan bahwa keloyalitasan konsumen terhadap Starbucks, sehingga mereka mau menggunakan Starbucks card terjadi karena kualitas dan promosi di Starbucks. Dan interaksi simbolik sangat berpengaruh pada proses pembentukkan brand loyalty itu sendiri seperti promosi, peraturan dan bahasa yang digunakan.

scholarly journals Peran Media Sosial Instagram dalam Membangun Kesadaran berdonasi di Lazis Darul Hikam

2021 ◽  
Vol 15 (1) ◽  
pp. 22-41
Author(s):  
Ditha Nurul Fazrin ◽  
Iwan Sukoco
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Qualitative Method ◽  
Symbolic Interaction ◽  
Interaction Theory ◽  
Institutional Interaction ◽  
Active User ◽  
The Social ◽  
Symbolic Interaction Theory

This study aims to determine the social interaction of Lazis Darul Hikam and the community through Instagram social media and to find out the role of social media Instagram in building awareness of donation in Lazis Darul Hikam. The research uses symbolic interaction theory to photograph how people interact using social media, define the meaning of the symbols conveyed and ultimately lead to actions in this case giving donations. The method used is a qualitative method, the donor Lazis Darul Hikam, an active user of Instagram, is an informant in this study. The results showed that social media has the following roles: (1) Instagram is a medium for inter-institutional interaction with the community to introduce programs and reporting media, (2) Instagram social media is also able to build awareness of donations by collecting funds obtained through social media.AbstrakPenelitian ini bertujuan untuk mengetahui interaksi sosial Lazis Darul Hikam dan masyarakat melalui media sosial Instagram serta untuk mengetahui peran media sosial Instagram membangun kesadaran berdonasi di Lazis Darul Hikam.  Penelitian menggunakan teori interaksi simbolik untuk memotret bagaimana masyarakat berinteraksi menggunakan media sosial, mendefinisikan makna dari simbol-simbol yang disampaikan dan akhirnya bermuara pada perbuatan dalam hal ini memberikan donasi. Metode yang digunakan adalah metode kualitatif, donatur Lazis Darul Hikam pengguna aktif Instagram menjadi informan dalam penelitian ini. Hasil penelitian didapatkan bahwa media sosial memiliki peran sebagai berikut: (1) Instagram menjadi media untuk berinteraksi antar lembaga dengan masyarakat untuk memperkenalkan program dan media pelaporan, (2) Media sosial Instagram juga mampu membangun kesadaran berdonasi dengan terkumpulnya dana yang didapatkan melalui media sosial

The effect of online reviews on restaurant visit intentions: applying signaling and involvement theories

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Leonardo Aureliano-Silva ◽  
Xi Leung ◽  
Eduardo Eugênio Spers
Keyword(s):  
Mobile Devices ◽  
Signaling Theory ◽  
Online Reviews ◽  
Future Research ◽  
Online Behavior ◽  
Content Type ◽  
Customer Involvement ◽  
Online Ratings ◽  
Involvement Theory ◽  
Restaurant Reviews

Purpose The purpose of this study is to investigate the effect of online reviews on consumers’ intention to visit restaurants, with the moderating role of involvement. Design/methodology/approach The research framework was built on signaling theory, message appeals and involvement theory. To test the proposed framework, three experiments were conducted online with real customer samples. T-tests, ANOVA and SPSS PROCESS macro were used for data analysis. Findings The results revealed that online reviews with higher online ratings and emotional appeal led to higher restaurant visit intention. Review appeal significantly moderated the effect of online ratings on restaurant visit intention. Customers with low restaurant involvement were more impacted by emotional comments than by functional comments. Research limitations/implications The present study extends our knowledge on the effects of online reviews moderated by levels of customer involvement. By combining signaling theory with involvement theory, it adds value to the literature on customer online behavior, especially in the foodservice context. The present study has limitations that might provide opportunities for future research. It used evaluations (TripAdvisor scores) and only positive reviews (texts), so customers’ intentions considering negative reviews could not be examined. The level of hedonism concerning consumption in restaurants and prior knowledge regarding restaurant reviews was not controlled for. It is possible that the level of hedonism perceived and prior review knowledge may moderate the customers’ intention to visit the restaurant. Practical implications The present study shows the importance of online comments for the promotion of restaurants that have low evaluation scores. It is essential that restaurant owners and managers encourage potential customers by using comments to elaborate on their marketing strategies and promotion. At the same time, they should invite customers to share their emotional experiences, and not just their views on service efficiency (a functional aspect). During the COVID-19 pandemic, the use of the internet and mobile devices has become more prominent. Managers could therefore use emotional messages on the restaurant’s website or apps to attract customers with low restaurant involvement. Also, a system to identify the involvement of customers with restaurants could be implemented online or on mobile devices to present specific messages. The present study also recommends the use of online tools as virtual tours, photographs taken from different angles, smiling faces, floor plans and sittings and pre-determined emotional expressions. Also, the restaurant could promote lives on cooking different dishes to motive customer’s interaction and comments. These would help to increase customers’ visit intentions. Originality/value This study extends knowledge about the effect of restaurant online reviews (both ratings and appeals) moderated by the level of customer involvement. The present study also adds value to the customer online behavior literature showing that customers with low involvement are more sensitive to emotional content as they use the affective route to process information rather than the central route.

Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory

2019 ◽  
Vol 31 (3) ◽  
pp. 1046-1065 ◽  
Author(s):  
HakJun Song ◽  
So Young Bae ◽  
Heesup Han
Keyword(s):  
Brand Loyalty ◽  
Design Methodology ◽  
Emotional Experiences ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Structural Relationships ◽  
And Performance ◽  
Self Administered Questionnaire ◽  
Practical Implications

Purpose This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop. Design/methodology/approach To this end, a self-administered questionnaire survey was conducted, and after eliminating the outliers, a total of 401 data were analyzed using the SPSS and AMOS statistical packages. Findings The results of the current study indicate that both customers’ brand love and respect are positively related to their brand loyalty and sensuality, intimacy, trust among drivers of lovemarks directly affecting their brand loyalty, suggesting that the theory of lovemarks is useful to understand the process of generating brand loyalty. Moreover, it was revealed that reputation and performance are significant antecedents of brand respect, while mystery, sensuality and intimacy are important to explain brand love. Practical implications The present research informed that effectively dealing with two constituents of lovemarks (brand love and brand respect) are of utmost importance in building patrons’ brand loyalty. In addition, patrons’ cognitive and emotional experiences should be improved to boost the level of loyalty for a name-brand coffee shop. Originality/value This study made a contribution to the literature by conceptually and empirically evaluating lovemarks’ dimensions simultaneously in the name-brand coffee shop environment. In addition, this research was the first attempt to explicate loyalty formation for a name-brand coffee shop by using the lovemarks theory.

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

2020 ◽  
Vol 3 (3) ◽  
pp. 291-309 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong Ally Lee
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Brand Identification ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Brand Evaluations ◽  
Advertising Spending

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

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