scholarly journals Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan

2012 ◽  
Vol 3 (1) ◽  
pp. 24-32 ◽  
Author(s):  
Yu-Te Tu ◽  
Hsiao-Chien Chang .
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Brand Image ◽  
Relevant Literature ◽  
Operating Cost ◽  
Initial Study ◽  
Corporate Image ◽  
Strong Impact ◽  
Corporate Brand

Corporate image has been assessed as an important antecedent of customer satisfaction and loyalty. Corporate brand is vital because positive corporate brands help companies achieving higher performance, such as sales. Marketing exists to deliver more value to satisfy customers as well as build a long-term and mutually profitability relationship with customers. If a firm’s products or services do not satisfy or meet the customer’s needs and wants, all the strategies are insufficient. With loyal customers, companies can have higher market share and reduce the operating cost. An improvement of 5 percent in customer retention leads to an increase of 25 percent to 75 percent in profit. It costs more than five times as much to obtain a new customer than to keep an existing one. This initial study was from relevant literature, then set up research structure and hypotheses. Survey was employed, and respondents were from the customers of Starbucks Coffee in Taipei area. There were 199 usable questionnaires to analyze descriptive statistics, reliability, validity, and SEM model. The research found that corporate brand image significantly affects customer satisfaction and customer loyalty, and customer satisfaction has strong impact on customer loyalty for the sample. Therefore, firms have to specifically focus on these factors in order to build a long-term and mutually profitability relationship with a customer and create loyalty as competitive advantages in the market.

scholarly journals The Impact of Brand Image and Customer Commitment on Loyalty: An Empirical Study of Automobile Sector

2013 ◽  
Vol 5 (4) ◽  
pp. 181-193 ◽  
Author(s):  
Yu-TeTu Yu-TeTu ◽  
Tan-Kui Hsu .
Keyword(s):  
Brand Image ◽  
Relevant Literature ◽  
Operating Cost ◽  
Initial Study ◽  
Strong Impact ◽  
Corporate Brand ◽  
Customer Commitment ◽  
Set Up ◽  
The Impact

Corporate brand image has been assessed as an important antecedent of customer commitment and loyalty. Corporate brands help companies achieving higher performance, such as sales. A poor brand image will lead to disaster, and lose customers. Marketing exists to deliver more value to satisfy customers as well as build a long-term and mutually profitability relationship with customers. If a firm’s products or services do not satisfy or meet the customer’s needs and wants, all the strategies are insufficient. With loyal customers, companies can have higher market share and reduce the operating cost. This initial study was from relevant literature, then set up research structure and hypotheses. Survey was employed, and respondents were collected from automobile sector in Taiwan. There were 170 usable questionnaires to analyze normality, convergent and discriminant validities, and SEM model by PASW 18 and AMOS 18.0. The research found that corporate brand image significantly affects customer commitment and loyalty, and customer commitment has strong impact on customer loyalty for the sample. Therefore, firms need to specifically focus on a long-term and mutually profitability relationship with a customer and create loyalty as competitive advantages in the markets.

scholarly journals An Empirical Study of Corporate Brand Image, Customer Perceived Value and Satisfaction on Loyalty in Shoe Industry

2013 ◽  
Vol 5 (7) ◽  
pp. 469-483 ◽  
Author(s):  
Yu-Te Tu ◽  
Heng-Chi Chih .
Keyword(s):  
Customer Satisfaction ◽  
Brand Image ◽  
Relevant Literature ◽  
Operating Cost ◽  
Perceived Value ◽  
Future Research ◽  
Strong Impact ◽  
Corporate Brand ◽  
Customer Perceived Value ◽  
Customer Satisfaction And Loyalty

A positive corporate brand image is not only increasing competition but also encourage consumers to repurchase. With loyal customers, companies can reduce the operating cost and acquisition expenses. This initial study was from relevant literature, then set up research structure and hypotheses. Survey was employed, and respondents collected from the customers of ASO in Taiwan. There were 208 usable questionnaires to analyze descriptive statistics, reliability, validity, and SEM model. Based on the research results, corporate brand image significantly affects customer perceived value, customer satisfaction and loyalty; customer perceived value has strong impact on customer satisfaction and loyalty for the sample; and customer satisfaction significantly affects customer loyalty. Therefore, companies should have a positive brand image to customers, and specifically focus on those factors in order to build a long-term and mutually profitability relationships with customers and create loyalty as competitive advantages in the markets. The study focuses on the industry of shoes in Taiwan, and adopts only a quantitative method. Future research could employ a different design to examine the causal relationships posited by the theories, and extension the study to discuss mediation or moderation among dimensions.

scholarly journals The Effect of Service Quality, Customer Perceived Value and Satisfaction on Loyalty

2011 ◽  
Vol 3 (3) ◽  
pp. 198-212 ◽  
Author(s):  
Yu-Te Tu ◽  
Heng-Chi Chih .
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Service Industry ◽  
Relevant Literature ◽  
Operating Cost ◽  
Perceived Value ◽  
Initial Study ◽  
Strong Impact ◽  
Customer Perceived Value

The service industry has become more and more important for business activities. Service industry contributes about 60% of the annual GDP and 70% of new jobs in America. According to the statistics of Executive Yuan of Taiwan, the service industry contributes over 70% of the annual GDP in 2008. The ultimate goal for companies is to build customer loyalty. With loyal customers, companies can reduce the operating cost and acquisition expenses. An improvement of 5 percent in customer retention leads to an increase of 25 percent to 75 percent in profit. It costs more than five times as much to obtain a new customer than to keep an existing one. This initial study was from relevant literature, then set up research structure and hypotheses. Survey was employed, and respondents were from the customers of TKEC in Taipei area. There were 199 usable questionnaires to analyze descriptive statistics, reliability, validity, and SEM model. The research found that service quality significantly affects customer perceived value and customer satisfaction, and customer perceived value and customer satisfaction have strong impact on customer loyalty for the sample. Therefore, firms have to specifically focus on these factors in order to build a long-term and mutually profitability relationship with a customer and create loyalty as competitive advantages in the market.

scholarly journals Relationships among Service Quality, Customer Satisfaction and Customer Loyalty in Chain Restaurant

2011 ◽  
Vol 3 (5) ◽  
pp. 273-282
Author(s):  
Yu-Te Tu ◽  
Yu-Yi Chang .
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Service Industry ◽  
Relevant Literature ◽  
Operating Cost ◽  
Food Service ◽  
Initial Study ◽  
Strong Impact ◽  
Set Up

Chain restaurant is one of the fastest growing restaurants in the food service industry. In America, Service industry contributes about 60% of the annual GDP and 70% of new jobs. According to the statistics of Executive Yuan of Taiwan, the service industry contributes over 70% of the annual GDP in 2008. The ultimate goal for companies is to build customer loyalty. With loyal customers, companies can reduce the operating cost and acquisition expenses. An improvement of 5 percent in customer retention leads to an increase of 25 percent to 75 percent in profit. It costs more than five times as much to obtain a new customer than to keep an existing one. This initial study was from relevant literature, then set up research structure and hypotheses. Survey was employed, and respondents were from the customers of Taoban in Taiwan. There were 182 usable questionnaires to analyze descriptive statistics, reliability, validity, and SEM model. The research found that service quality significantly affects customer satisfaction, and customer satisfaction has strong impact on customer loyalty for the sample. Therefore, firms have to specifically focus on these factors in order to build a long-term and mutually profitability relationship with a customer and create loyalty as competitive advantages in the market.

scholarly journals Customer Commitment as a Mediating Variable between Corporate Brand Image and Customer Loyalty

2014 ◽  
Vol 5 (1) ◽  
pp. 17-27 ◽  
Author(s):  
Yu-Te Tu ◽  
Yu-Yi Chang .
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Corporate Image ◽  
Mediating Effect ◽  
Corporate Brand ◽  
Business Partners ◽  
Customer Commitment

Research has shown that corporate image is an important determinant of customer loyalty. Having a positive corporate brand image helps companies achieve performance goals, such as higher sales, whereas having a poor brand image can be disastrous because it can cause companies to lose customers. A strong brand with high equity will have a large number of committed customers, many of whom will have frequent and ongoing interaction and communication with the company owning the brand. Customer commitment to a brand stems from trust in the brand, shared values with the company owning the brand, and a belief that it would be difficult to find other brands that could provide same value. Customer loyalty also encourages companies to cooperate with their business partners to preserve their investment in the business relationship. Committed customers have a more positive impression of their relationship with the company and indicate strong intentions to remain in the relationship. The researchers conducted a survey among respondents from the automobile sector in Taiwan, and obtained 170 usable responses. The researchers designed the questionnaires to analyze normality, convergent, and discriminant validities by using the structural equation model of PASW 18 and AMOS 18.0. The research found that commitment is a partial mediator between corporate brand image and customer loyalty. Future studies might measure other dimensions to test their mediating effect on customer loyalty, and these studies might use different designs to examine the mediator effect posited by various theories, such as trust added, to explore other determinants of loyalty. Such research can inform decisions made to increase and maintain long-term customer satisfaction.

scholarly journals Significance of Accreditation, Services Quality, Green Standards and Product Superiority on Customer Loyalty: A Case Of Healthcare Quality In Hospitals Of Pakistan

2020 ◽  
Vol 6 (1) ◽  
pp. 219-236
Author(s):  
Manzar Abbas Hydari ◽  
Muhammad Ali ◽  
M Khyzer Bin Dost
Keyword(s):  
Customer Loyalty ◽  
Brand Image ◽  
Corporate Image ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Mediating Effects ◽  
Patient Trust ◽  
Corporate Brand ◽  
Customer Trust

This study comprehends the association of quality services, product superiority, accreditations and green environment of hospitals; with corporate brand image, patient trust and loyalty.  Respondents of the research study were from seven different healthcare organizations including private, charitable and naval sectors in four major cities (Lahore, Islamabad, Peshawar and Karachi) of Pakistan.  Questionnaires were disseminated to 580 participants, and 447 responses were received.  The data analysis was processed in SPSS 20 and SmartPLS 3.0.  Partial Least Square Structural Equation Modeling (PLS-SEM) was applied to examine the inference for significant and insignificant associations between constructs. The outcomes specify that hospital accreditation positively and significantly impacts the customer loyalty through mediating effects of corporate brand image and customer trust.  Similarly quality of services positively and significantly impacts the customer loyalty through mediating effects of corporate brand image. However rest of the relationships in this study were not found significant through mediating effects of customer trust and brand image. The hospitals management in Pakistan is recommended to instrument the accreditation of healthcare standards in its true spirit and should introduce innovations in healthcare technologies in institutions for unveiling more high-quality and superior health products and services to build strong corporate image and patient trust on rock-hard foundations to establish the satisfied and loyal patients.

scholarly journals Accompaniment the Successful Strategies Based on Research of Customer Loyalty

2019 ◽  
Vol 3 (2) ◽  
pp. 43-50
Author(s):  
Khairil Anwar ◽  
Retno Dewanti ◽  
Tjia Fie Chu
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Random Sampling ◽  
Simple Random Sampling ◽  
Corporate Image ◽  
Brand Awareness ◽  
Sampling Techniques ◽  
The Core

This study aims to find out the effect of brand awareness and customer satisfaction on corporate image and its impact on customer loyalty in laurier products of PT Kao Indonesia. Customer Loyalty is one of the core goals pursued in modern marketing. By loyalty, it is expected that corporates will get long-term profitability. This study uses quantitative approach and involves 52 respondents in kelurahan Cikoko as the samples collected using probability sampling and simple random sampling techniques. Data processing employs SPSS 24 and the results of the study show that brand awareness, customer satisfaction and corporate image has significant influence on customer loyalty; therefore, the proposed program assistance is necessary to be the strategy in determining the success of customer loyalty of Laurier product.

Mobile communications: a comprehensive hierarchical modelling approach

2014 ◽  
Vol 26 (1) ◽  
pp. 114-146 ◽  
Author(s):  
Michael Daniel Clemes ◽  
Xin Shu ◽  
Christopher Gan
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Loyalty ◽  
Mobile Communications ◽  
Switching Costs ◽  
Important Determinant ◽  
Perceived Value ◽  
Corporate Image ◽  
Content Type ◽  
Customer Perceived Value

Purpose – Global mobile communication is one of the most dynamic and important service markets. Several researchers suggest using a theoretical approach to develop a much deeper insight into key marketing constructs such as service quality, customer perceived value, customer satisfaction, perceived switching costs, corporate image, and customer loyalty is of vital importance to the mobile communications market. This study aims to develop and test a comprehensive hierarchical model of these six important constructs. The model also incorporates the retailing function of a major mobile communication provider. Design/methodology/approach – The research sample of 516 was drawn from customers of one of the largest mobile communications service providers in China. The data were analysed using exploratory factor analysis, confirmatory factor analysis and structural equation modelling. Findings – The results of the study support using a hierarchical and multidimensional approach for conceptualising and measuring customers' perceptions of service quality in the mobile communications market. In addition, the findings illustrate that service quality is an important determinant of customer perceived value, customer satisfaction, corporate image, and perceived switching costs. Customer perceived value is also an antecedent of customer satisfaction. Corporate image, customer satisfaction, and perceived switching costs are three key drivers of customer loyalty. However, the findings also indicate that corporate image is not an important determinant of customer satisfaction and that customer perceived value is not a key driver of customer loyalty. Originality/value – This is the first paper that has developed and tested a comprehensive hierarchical model of the mobile communications market.

scholarly journals The Relationship between Reputation, Customer Satisfaction, Trust, and Loyalty

2014 ◽  
Vol 4 (3) ◽  
pp. 368 ◽  
Author(s):  
Roshana Gul
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Significant Relationship ◽  
Positive Sign ◽  
Medical College ◽  
Independent Variable ◽  
Relationship Of ◽  
The Relationship ◽  
Self Administered Questionnaire

Though a lot of studies have been done to conclude customer loyalty as dependent variable but still there is a vast margin of researches to be conducted in future in different spheres of this construct. On the other hand the truth of the importance of customer loyalty as an enduring asset cannot be falsified. It is fundamental for organizations to build up long term and mutual beneficial associations with the customers. The purpose of this research paper is to show the inter relationship of reputation, customer satisfaction and trust on customer loyalty. According to the observations reputation is the major independent variable that has significant relationship with customer satisfaction, customer loyalty, and trust. Data for this research study was taken from the Islamia University, Quaid-e-Azam Medical College, and different banks located at various geographic locations of Bahawalpur region of Pakistan. Data was collected through self administered questionnaire and analyzed by using regression through SPSS. The results have been drawn from 150 users of NISHAT LINEN and it was found that there is positive and significant relationship among reputation, customer satisfaction, trust and customer loyalty. Hence the studies give the positive sign that with the increment of reputation, customer satisfaction and trust the customer loyalty enhances.  

scholarly journals THE EFFECT OF BRAND IMAGE AND PRODUCT ATTRIBUTES ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY

2018 ◽  
Vol 16 (3) ◽  
pp. 457-466
Author(s):  
Erik Wahyu Indarto ◽  
◽  
Imam Suroso ◽  
Sudaryanto Sudaryanto ◽  
Nurul Qomariah ◽  
...  
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Brand Image ◽  
Product Attributes
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