scholarly journals Responsible Marketing: Doing Well by Doing Good

2016 ◽  
Vol 8 (1) ◽  
pp. 8-17 ◽  
Author(s):  
CB Bhattacharya
Keyword(s):  
Customer Loyalty ◽  
Word Of Mouth ◽  
Environmental Values ◽  
Business Value ◽  
Positive Word ◽  
Business Outcomes ◽  
The Core ◽  
Sustainability Initiatives ◽  
Corporate Social ◽  
Positive Word Of Mouth

Abstract Business value and social or environmental values can go hand in hand. If companies not only create socio-environmental value by caring for people and our planet, but also drive business value and profit through such initiatives, then CSR or corporate social responsibility can be a source of competitive differentiation and advantage. In such companies, sustainability initiatives are close to the core businesses which leverage the competencies of the company and in line with company values and principles. While some stumbling blacks need to be mastered on the way, many companies have applied this concept successfully. The business value created by CSR initiatives ranges from employee and customer loyalty, positive word of mouth, resilience to negative information about the company and several other coveted business outcomes. To integrate CSR successfully, management should be committed to its causes, integrate all stakeholders in the initiatives and communicate about projects in an open, honest and authentic way. Much like other aspects of marketing strategy, there is a need to monitor and measure sustainability efforts to tune activities and insure overall success.

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.

Active sport event participants’ behavioural intentions: Leveraging outcomes for future attendance and visitation

2020 ◽  
pp. 135676672094824 ◽  
Author(s):  
Brianna L Newland ◽  
Joanne Jung-Eun Yoo
Keyword(s):  
Indirect Effects ◽  
Word Of Mouth ◽  
Community Leaders ◽  
Positive Word ◽  
Direct And Indirect Effects ◽  
Sport Event ◽  
Business Outcomes ◽  
Behavioural Intentions ◽  
Positive Word Of Mouth ◽  
Active Sport

A key concern for event organisers and community leaders is how events can be leveraged for repeat visitation to the destination and event. This study investigated how sport event and destination attributes influence behavioural intentions of active sport tourists and further discussed how this knowledge can be leveraged by the sport event and destination marketers to attain positive business outcomes, namely repeat event participation, repeat destination visitation, and positive word of mouth. A survey of 649 active sport event participants was conducted. The analysis revealed that event and destination attributes had both direct and indirect effects on behavioural intentions of active sport tourists. Implications for leveraging behaviour outcomes for future attendance and visitation are discussed.

scholarly journals Ethically Minded Consumer Behavior, Retailers’ Commitment to Sustainable Development, and Store Equity in Hypermarkets

2020 ◽  
Vol 12 (19) ◽  
pp. 8041
Author(s):  
Irene Sánchez-González ◽  
Irene Gil-Saura ◽  
María Eugenia Ruiz-Molina
Keyword(s):  
Sustainable Development ◽  
Consumer Behavior ◽  
Least Squares ◽  
Customer Loyalty ◽  
Word Of Mouth ◽  
Positive Word ◽  
Ethical Aspects ◽  
The Sustainable Development ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth

The present paper analyzed the influence of ethically minded consumer behavior on retailer’s commitment to sustainable development as perceived by the consumer, and their contribution to the chain of relationships “store equity–loyalty–word of mouth communication”, in the context of retailing. Responses from 317 hypermarket customers in Ecuador were analyzed. The model was estimated using the partial least squares technique. The results show the sustainable development actions implemented by retailers, together with perceived value, contribute significantly to store equity creation, which explains customer loyalty and, ultimately, positive word-of-mouth communication. However, the most concerned consumers of ethical aspects value the retailer’s efforts towards sustainability to a lesser extent. The findings of this research allow developing a series of implications for the managers of these establishments.

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.

Customer Brand Identification and Its Influence on Customer Loyalty in the Hotel Industry

2022 ◽  
pp. 174-189
Author(s):  
Catarina Isabel Andrade Basílio ◽  
Nuno Silva Gustavo
Keyword(s):  
Customer Loyalty ◽  
Word Of Mouth ◽  
Hotel Industry ◽  
Brand Identity ◽  
Social Benefits ◽  
Positive Word ◽  
Brand Identification ◽  
Self Similarity ◽  
Positive Word Of Mouth

Customer brand identification is described by the customer's perception and feeling about a brand. It brings value and meets the customer's needs. The four drivers of CBI are brand self-similarity, brand social benefits, brand identity, and memorable brand experiences. The purpose of this study is to understand the influence of CBI (and, consequently, its drivers) on customer loyalty and its perception of hotel brands. Although the importance of CBI has already been recognized in some studies, its effects on customer loyalty in the hospitality context are still relatively unexplored. A survey was used to understand and confirm that CBI and all four of its dimensions significantly influence customer loyalty. This means, in the hotel industry, customers tend to look for brands that are distinct from their competitors, have an identity of their own, and close to their values. It was also possible to conclude that the client tends to behave more favorably towards the brand, spreading positive word of mouth and recommending brands that meet CBI conditions.

Being Moved or Being Satisfied? The Effect of Unexpected Acts of Personal Kindness in Hospitality Service Encounters

2020 ◽  
pp. 193896552094029
Author(s):  
Michele Griessmair ◽  
Spring H. Han ◽  
Hisashi Masuda
Keyword(s):  
Hospitality Industry ◽  
Word Of Mouth ◽  
Service Encounters ◽  
Positive Word ◽  
Environmentally Responsible ◽  
Corporate Social ◽  
Core Measures ◽  
Positive Word Of Mouth ◽  
Being Moved ◽  
Positive Effect

Prior research has revealed that merely satisfying customers is not sufficient to secure a lasting competitive advantage during service encounters in the hospitality industry. We propose and demonstrate that hospitality providers can evoke feelings of “being moved” in their customers by providing unexpected acts of personal kindness rather than merely satisfying them by meeting their expectations. The distinct emotional signature associated with being moved, in turn, significantly increases customers’ loyalty and commitment (LoC) and the extent to which they engage in positive word of mouth (WoM), on top on what can be achieved by simply satisfying customers. We show that the joy/happiness component of being moved significantly increases LoC and WoM, and that this effect is shared with satisfaction. Moreover, surprise and guilt, which are emotions uniquely associated with being moved, also both significantly increase customers’ LoC and WoM. The positive effect of being moved can be enhanced by minimizing shame, an emotion occasionally associated with being moved. We also show that being moved has a positive effect on how customers perceive the workplace environment of an organization and the extent to which a hospitality organization is perceived as socially and environmentally responsible, which are core measures of organizations’ corporate social responsibility efforts.

The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness

2021 ◽  
pp. 000765032110530
Author(s):  
Stefan Markovic ◽  
Oriol Iglesias ◽  
Yuqian Qiu ◽  
Mehdi Bagherzadeh
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Attractive Alternative ◽  
Positive Word ◽  
Socially Responsible ◽  
Brand Authenticity ◽  
Alternative Attractiveness ◽  
Corporate Social ◽  
Positive Word Of Mouth

Customers are increasingly talking positively about brands that are socially responsible and authentic. However, little empirical research has related corporate social responsibility (CSR) to brand authenticity and brand authenticity to customers’ positive word-of-mouth. Moreover, although highly attractive alternative brands are increasingly appearing in the marketplace, there is a lack of research examining the role of alternative attractiveness in the relationship between CSR and brand authenticity. We address these shortcomings in the literature drawing on data from 1,101 customers of insurance services brands and analyze them using structural equation modeling. The findings show that CSR is positively related to customers’ positive word-of-mouth, both directly and indirectly, through brand authenticity. Moreover, alternative attractiveness positively moderates the effect of CSR on brand authenticity. This implies that CSR can act as a differentiation mechanism to further enhance the focal brand’s authenticity, when an alternative brand is perceived as highly attractive.

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>

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