How CSR activities affect students attitudinal and behavioral loyalty in the Lebanese educational sector?

The success of any organization is settled on its ability of initiating, sustaining, and retaining a good customer relationship based on loyalty. Corporate Social Responsibility (CSR) turned out to be considered as an efficient marketing tool. However, the impact of CSR on loyalty is still uncultivated. The present paper investigates the influence of CSR activities on both loyalty constructs: attitudinal loyalty as well as behavioral loyalty. Based on a sample of 203 Lebanese students, results revealed a considerable effect of ethical, legal and philanthropy social responsibility on both attitudinal and behavioral loyalty. Conversely, the effect of economic responsibility on attitudinal and behavioral loyalty was insignificant.

Determinants of Visitors’ Loyalty to Religious Sacred Event Places: A Multigroup Measurement Invariance Model

Places hosting religious sacred events provide opportunities for visitors to find spiritual growth and also afford glimpses into the local culture, community, and hosting religious group. This study looks at tourists’ intended behavioral loyalty to a religious sacred event place as determined through motivations, shared beliefs, and emotional solidarity with other visitors, and memorable religious experiences. Data were collected from 985 visitors (556 domestic and 429 international) during the 2019 Kumbh Mela, held in Prayagraj, India. Contrary to previous studies, results indicated that emotional solidarity did not significantly influence attendees’ intended behavioral loyalty (among domestic visitors). Furthermore, in employing an invariance structural test for paths mentioned in the model, results revealed that the effects of shared beliefs, motivations, emotional solidarity, and memorable religious experiences differed among domestic and international visitors. Study implications and limitations are provided at the close of the paper, giving way to future research opportunities.

Loyal customers’ tipping points of spending for services: a reciprocity perspective

Purpose Controversy exists about the shape of the relationship between loyalty and profitability. This paper aims to address the possibly nonlinear effects of behavioral loyalty (BLOY) on customer spending (as a proxy for profitability). Building on social exchange theory and the norm of reciprocity, it examines the asymmetries between BLOY and customer spending and the moderating influence of personal communication (PCOMM) as a social reward and dispositional positive reciprocity as process evidence. Design/methodology/approach Study 1a (n = 309) gathered customer data from four restaurants and Study 1b (n = 252) data from hotel guests after they checked out. Study 2 is an experimental study with two manipulated factors BLOY and PCOMM). In total, 295 participants from a large German online panel completed the study. Findings The results indicate an inverted-U shaped relationship between BLOY and customer spending: after reaching a turning point, customers gradually curb spending as their BLOY further increases. High PCOMM acts as a reciprocal response while triggering additional customer spending particularly at higher levels of behavioral loyalty; positive reciprocity adjusts the differences in customer spending when social rewards such as PCOMM are present. Research limitations/implications The asymmetric relationship between BLOY and customer spending is tested only for hedonic service settings. Practical implications Not all loyal customers spend more – companies need to meet their reciprocal obligations before they can benefit from increased customer spending. Originality/value The present research re-considers the nature of the relationship between BLOY and customer spending and reveals an inverted-U shaped relationship, with a turning point beyond which greater customer loyalty decreases customer spending. It finds converging process evidence for the mechanism of reciprocity underlying this relationship. This study also details the financial impact of BLOY on the firm by investigating actual customer spending.

On being loyal to a casino: The interactive influence of tier status and disordered gambling symptomatology on attitudinal and behavioral loyalty

Background and AimsCasino loyalty programs are marketing strategies designed to foster attitudinal (i.e., identification and satisfaction) and behavioral (i.e., spending) loyalty among gamblers by offering rewards to members. Casino loyalty programs use a tier-based structure to segment members who spend more money into higher tiers, where they receive better rewards (compared to lower tiered members). Tier-based structures may encourage increased expenditure among patrons, especially among players living with a gambling disorder. The current work aimed to examine whether tier status and disordered gambling symptomatology interact to predict attitudinal and behavioral loyalty.MethodsStudy 1 used a cross-sectional design to examine whether tier status and disordered gambling symptomatology interact to predict self-reported loyalty among a sample of American casino loyalty program members (N = 396). In Study 2, archival player account data from Canadian casino loyalty program members (N = 649) were analyzed to examine whether tier status and disordered gambling symptomatology interact to predict objective measures of behavioral loyalty.ResultsThe greatest effect of tier status on attitudinal and behavioral loyalty was observed among non-problem gamblers in the highest tiers. Tier status, however, did not influence loyalty among members high in disordered gambling symptomatology.DiscussionResults suggest that once gambling has become problematic, loyalty programs may not influence player attitudes and behaviors. Non-problem gamblers may be particularly susceptible to the tiered structure of the programs.ConclusionNon-problem gamblers may benefit from casino loyalty programs in the short-term but longitudinal research is needed to understand the long-term influence of membership.

Green Experiential Marketing, Experiential Value, Relationship Quality, and Customer Loyalty in Environmental Leisure Farm

Environmental/green marketing has emerged as one of the dominant paradigms of marketing in recent years. However, aspects, such as internationalization, the development of artificial intelligence, and stress from growing global competitive forces, have brought about changes in the way leisure farms approach experiential marketing with a significant environmental focus. In this context, the concept of relationship quality offers an opportunity for environmental leisure farms to understand how green experiential marketing impacts consumers’ perceived value and the ongoing interaction relationship. This study adopts a comprehensive perspective that includes green experiential marketing and relationship marketing that leisure farms use in order to enhance customer loyalty, and analyzes the effect of a series of elements inherent to customer psychic or personal needs. Seven hundred fifty-four valid copies of questionnaire were adopted in total. To verify the proposed model empirically, a survey of customers of environmental leisure farms in Taiwan was conducted. Structural equation modeling is conducted to examine the research hypotheses. The findings show that, overall, green experiential marketing has positive direct effects on experiential value and experiential value has positive direct effects on trust, commitment, and satisfaction. At the same time, trust and satisfaction have positive effects on attitudinal and behavioral loyalty. In addition, attitudinal loyalty has a positive influence on behavioral loyalty.