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.

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.

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 BATIK GUMELEM BANJARNEGARA SEBAGAI PEMBENTUK IDENTIFIKASI MEREK KONSUMEN

2021 ◽  
Vol 11 (1) ◽  
pp. 140
Author(s):  
Fitroh Adhilla ◽  
Aftoni Sutanto ◽  
Agus Siswanto
Keyword(s):  
Social Identity ◽  
Word Of Mouth ◽  
Primary Data ◽  
Survey Method ◽  
Positive Word ◽  
Brand Identification ◽  
Cronbach’S Alpha ◽  
Cronbach's Alpha ◽  
Positive Word Of Mouth ◽  
Positive Effect

Banjarnegara as one of the batik producing centers in the Indonesia, namely in the Susukan District, which borders the Banyumas area. However, Batik Gumelem is not as famous as Batik Pekalongan, Batik Solo, or Batik Banyumas. The aim of this research is to analyze the  effect of social identity to positif words of mouth that mediated of consumer brand identification. This research uses a quantitative approach with a survey method. Primary data were obtained through distributing questionnaires to 185 respondents who knew about Batik Gumelem Banjarnegara. Validity testing uses confirmatory factor analysis and all items have factor loading above 0,6. Reliability testing uses cronbach’s alpha and all variables have cronbach’s alpha above 0,6. The data analysis method uses regression with mediating variable. The results showed that social identity has a positive effect on positive word of mouth, social identity has a positive effect on consumer brand identification, and consumer brand identification has a positive effect on positive word of mouth. Consumer brand identification as role as mediating variable. This shows that Batik Gumelem is perceived to have the power to be able to create an identity for consumers and lead to behavior to disseminate information about Batik Gumelem to others.

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 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.

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 Fan Resistance Towards a Change in Club Identity

2019 ◽  
Vol 23 (1) ◽  
pp. 78-90
Author(s):  
Véronique Pauwels Delassus ◽  
Raluca Mogos Descotes
Keyword(s):  
Word Of Mouth ◽  
Quantitative Approach ◽  
Brand Identity ◽  
Identity Change ◽  
Positive Word ◽  
Key Factors ◽  
Active Resistance ◽  
Passive Resistance ◽  
Football Clubs ◽  
Positive Word Of Mouth

The objective of the research is to identify key factors that can reduce resistance towards a change in club identity. The results of our quantitative approach conducted with 229 fans of football clubs show that it is extremely important to inform supporters about the reasons and the benefits of the brand identity change, for the club and for themselves. Furthermore, the fans’ tradition consciousness amplifies their resistance to brand identity change. Our results also indicate that after the brand identity change, fans limit the positive word of mouth towards the club (a form of passive resistance) and then exit (a form of active resistance).

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