Relationship-Specific Investment, Guanxi Behavior, and Salesperson-Owned Customer Loyalty Transfer

2014 ◽  
Vol 42 (7) ◽  
pp. 1147-1166
Author(s):  
Guocai Wang ◽  
ShanLiang Li ◽  
Xifeng Wang ◽  
Chunyu Lu ◽  
Chen Lv
Keyword(s):  
Transfer Process ◽  
Customer Loyalty ◽  
Moderating Effect ◽  
Dyadic Data ◽  
Brand Building ◽  
Specific Investment ◽  
Building Behavior

Customer loyalty has been gaining attention as firms face increasing competition. However, customer loyalty consists of a mixture of loyalty to the firm, as well as to the specific salesperson. By using dyadic data from both buyers and sellers, we investigated the influence of salespersons' and selling firms' behaviors on these 2 types of customer loyalty, and the moderating effect of employees' brand-building behavior in the loyalty transfer process. Our results showed that both salesperson's and selling firm's behaviors can promote the 2 kinds of loyalty, and that salesperson-owned loyalty is positively related to loyalty to the selling firm. Contrary to our prediction, employees' brand-building behavior exerted a significant, negative moderating effect on salesperson-owned loyalty transfer.

Do Salespeople's In-Role and Extrarole Brand-building Behaviors Contribute to Customer Loyalty Transfer?

2015 ◽  
Vol 43 (1) ◽  
pp. 153-166
Author(s):  
Guocai Wang ◽  
Shanliang Li ◽  
Xiaoyan Wang ◽  
Xifeng Wang
Keyword(s):  
Theoretical Model ◽  
Transfer Process ◽  
Customer Loyalty ◽  
Positive Influence ◽  
Brand Building ◽  
Managerial Strategies ◽  
Building Behavior ◽  
Customer's Loyalty ◽  
The Relationship ◽  
Moderating Role

We examined how, and under what conditions, a customer's loyalty to a specific salesperson (personal loyalty) can transfer over to loyalty to the firm. Participants were 900 salesperson–customer dyads who completed a paired questionnaire. We hypothesized that customer loyalty toward individuals would have a positive influence on firm loyalty. Specifically, we reasoned that the loyalty transfer process would be strengthened by salespeople's in-role and extrarole brand-building behavior (IRBBB and ERBBB). We tested our theoretical model in the context of the Chinese direct-selling industry, using the Amway organization as our research case. Our findings suggest that both IRBBB and ERBBB have a general moderating effect on the relationship between personal loyalty and firm loyalty. Compared with ERBBB, IRBBB had a stronger moderating role in the relationship between customer loyalty to the salesperson and loyalty to the firm. Our findings advance the extant marketing literature on customer loyalty and we offer suggestions for ways to incorporate this knowledge into managerial strategies and practice.

The moderating effect of complaint handling on Malaysian prepaid mobile services

2017 ◽  
Vol 2 (3) ◽  
Author(s):  
Mohd Saiful Rizal Yusoff ◽  
Nabsiah Abdul Wahid ◽  
Nur Hani Alias
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Demographic Data ◽  
Perceived Value ◽  
Moderating Effect ◽  
Organizational Level ◽  
Strategic Action ◽  
Cross Sectional ◽  
Business World ◽  
Complaint Handling

Purpose – The purpose of this research is to identify the determinants of customer loyalty and investigate the moderating effect of customer satisfaction in Malaysian telecommunications industry.Design/methodology/approach – The research uses quantitative approach by gathering data from 261 students studying in Universiti Sains Malaysia, Universiti Malaya and Universiti Teknologi Malaysia. Consequently, a set of questionnaires are send to obtain the feedback and two types of software are used to analyze the data. SPSS version 20 software is used to obtain the summary of demographic data and SmartPLS version 3.0 software is used to analyze the existing relationship among the variables.Findings – The result shows trust, perceived value and customer satisfaction acted as determinants to customer loyalty. Complaint handling in general does not gives a significant effect to the model but the interaction graph shows the moderating behavior does occur to the customer satisfaction and customer loyalty relationship.Research limitations/implications – This research is conducted in cross-sectional basis. Therefore, this limit the understanding of either there any changes of behavior after a certain period of time. Thus, longitudinal study is proposed for future research.Practical implications – The managers and practitioners in the business world need to focus more on customer trust, perceived value and customer satisfaction in order to retain the customer. This in return will leads to future sustainability. The concept could be implemented in the operational level as well as in the organizational level in fulfilling the organization’s operational and strategic action plan.Originality/value – The research takes into account the moderating effect of complaint handling in determining the customer loyalty. Therefore, the outcome could lead to a more comprehensive understanding on how to appropriately dealing with future customer, especially when the student is the intended target group.   

Pengaruh Switching Cost sebagai Pemoderasi Hubungan antara Kepuasan dan Loyalitas Konsumen

2007 ◽  
Vol 2 (2) ◽  
pp. 155
Author(s):  
Aditya Putranto Ardhani
Keyword(s):  
Customer Satisfaction ◽  
Mobile Phone ◽  
Customer Loyalty ◽  
Switching Cost ◽  
Moderating Effect ◽  
Sim Card ◽  
The Relationship

The aim of this research is to exornine the moderating effect of switching cost on the relationship between customer satisfaction"ia-ioyaiy. The reiearch object is 150 customers who use mobile phone Sim Card in Yogtakarta. The result shows that the moderating effect of switching cost on the relationship between satisfaction and loyatty is not supported. However the ffict ;f customer satisfaction on loyalty persists with or without the switching cost.Keywords: Switching Cost, Customer Satisfaction, Customer Loyalty

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