Mainland Chinese Casino Visitors to Macau: Linking Service, Brand Image, Satisfaction and Loyalty

2020 ◽  
Vol 13 (1) ◽  
pp. 87-115
Author(s):  
Sow Hup Joanne Chan ◽  
Yim King Penny Wan ◽  
Miyoung Joen
Keyword(s):  
Customer Satisfaction ◽  
Future Study ◽  
Brand Image ◽  
Marketing Strategies ◽  
Mainland Chinese ◽  
Casino Industry ◽  
Revisit Intention ◽  
Service Brand ◽  
Promotional Marketing ◽  
Customer Satisfaction And Loyalty

Few studies have investigated the moderating influence of brand image on customer satisfaction and loyalty. The purpose of this study was to examine the link from casino service to satisfaction (affective and cognitive satisfaction) and loyalty (revisit intention and intention to recommend). The influence of brand image as a moderator was also proposed. A quantitative survey was conducted with 240 casino visitors in Macau. The findings demonstrate that cognitively and affectively satisfied customers were more inclined to revisit and recommend a casino. These relations were stronger for customers who scored higher in brand image than for those who scored lower. The moderating influence of brand image was supported for revisit intention but was not supported for recommendation. The study provides promotional marketing strategies for the casino industry and theoretical suggestions for future study.

scholarly journals PENGARUH DISTRIBUSI, LAYANAN PURNA JUAL, CITRA MEREK DAN FANATISME MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONSUMEN MOBIL MEREK TOYOTA DI BANJARMASIN

2018 ◽  
Vol 4 (3) ◽  
Author(s):  
Abul Hasan Asy'ari
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Brand Image ◽  
Correlational Research ◽  
Service Brand ◽  
Image Variables

Abstract: This study aims to determine the effect of distribution variables, after sales service, brand image and brand fanaticism on customer loyalty of Toyota brand cars with customer satisfaction as an intervening variable. This research is a correlational research with the population is all people who own and use Toyota cars that qualify the requirements of the respondents. The sample in this study were 100 respondents. The results show that (1). Simultaneous distribution variables, after sales service, brand image and brand fanaticism have a significant effect on customer satisfaction and customer loyalty. (2). Partially the Distribution and Brand Image variables have no significant effect on Customer Loyalty, While After Sales Service, Brand Fanaticism and Customer Satisfaction variables have a significant influence on Customer Loyalty Keywords: distribution, after sales service, brand image, brand fanaticism, customer loyalty Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh variabel Distribusi, Layanan Purna Jual, Citra Merek dan Fanatisme Merek terhadap Loyalitas Pelanggan mobil merek Toyota dengan Kepuasan Pelanggan sebagai variabel Intervening. Penelitian ini merupakan penelitian korelasional dengan populasi adalah seluruh masyarakat yang memiliki dan menggunakan mobil Toyota yang memenuhi syarat sebabagai responden. Sampel dalam penelitian ini adalah 100 responden. Hasil penelitian menunjukkan bahwa (1). Seacara simultan variabel  Distribusi, Layanan Purna Jual, Citra Merek dan Fanatisme Merek berpengaruh signifikan terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan. (2). Secara parsial variabel Distribusi dan Citra Merek tidak berpengaruh signifikan terhadap Loyalitas Pelanggan, Sedangkan variabel Layanan Purna Jual, Fanatisme Merek dan Kepuasan Pelanggan berpengaruh signifikan terhadap Loyalitas Pelanggan Kata kunci : distribusi, layanan purna jual, citra merek, fanatisme merek, loyalitas pelanggan

PENGARUH PERSEPSI KUALITAS DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN DENGAN KEPERCAYAAN PELANGGAN DAN KEPUASAN PELANGGAN SEBAGAI VARIABEL ANTARA

2019 ◽  
Vol 4 (2) ◽  
pp. 307-316
Author(s):  
Hanim Faizal ◽  
Siti Nurjanah
Keyword(s):  
Customer Satisfaction ◽  
Customer Loyalty ◽  
Brand Image ◽  
Hypothesis Test ◽  
Perceived Quality ◽  
Marketing Strategies ◽  
Product Price ◽  
Marketing Activities ◽  
Place Promotion ◽  
Customer Trust

The objective of this research is to know the effect of perceived quality, brand image towards customer loyalty through customer trust and customer satisfaction as intervening variables. The research model is the quantitative approach through a survey of 170 Mazda customers across 17 Dealers in Java, Kalimantan & Sulawesi. The sampling method is purposive sampling. The hypothesis test result shows that there is significant effect between perceived quality and brand image towards customer trust. And there is significant effect between perceived quality and brand image towards customer satisfaction. There is no significant effect between perceived quality towards customer loyalty and there is no significant effect between customer trust towards customer loyalty. But there is significant effect between brand image towards customer loyalty and there is significant effect between customer satisfaction towards customer loyalty. Based on the result, the company need to do marketing strategies by using 6P’s (People, Payplan, Product, Price, Place, Promotion) in order to enhance the positive impression of perceived quality and build customer trust through marketing activities to make a customer loyal to use Mazda car in Indonesia. Keywords: perceived quality, brand image, customer trust, customer satisfaction, customer loyalty

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