Analyzing impact of relationship benefit and commitment on developing loyalty using machine intelligence approach

The purpose of this study was to examine the relationship of relationship benefit and commitment in developing customer loyalty first and then to develop the intelligent model to predict the customer loyalty. Survey methodology was used to gather data from three different service sector based on the classification by Bowen. A sample of 600 customers and responses were collected randomly from the front desk of services. Regression analysis by Using SPSS 20 was applied to analyze the data collected. The finding of the study revealed that relationship benefit and commitment had direct positive influence on customer loyalty. Furthermore the commitment of customer towards an organization is instrumental in developing loyalty. After performing the advance data analytics, ANN model was developed to predict the loyalty, which can be utilized to prepare the further directions and road map for service industry. Obtained results reveals that proposed machine intelligence approach is very useful for service industry for short-term as well long-term future planning.

Service Quality, Relationship Benefit and Experience Value in the Auto Repair Services Sector

The purpose of this study was to analyze how service quality, relationship benefit, and experience value affect the customers’ intention to maintain a long-term relationship with auto repair centers through service quality and trust. To this end, a statistical analysis was performed, based on a total of 319 survey data from customers who possess experience in using auto repair services. It was found that all factors of service quality, relationship benefits, and experience values directly influence service satisfaction and affect long-term relationship through service satisfaction. In the case of relationship benefits and experience values, however, it did not affect service trust, and the relationship benefit factor did not affect the maintenance of a long-term relationship through service trust. Consequently, it was found that in the auto repair service sector, customers consider service satisfaction more important than service trust in maintaining the long-term use relationship with a service center or sales branch. This result confirms that auto repair service has a significant influence on customers through the quality of auto repair and customer satisfaction regarding the repair results through troubleshooting, unlike general services that are affected by psychological properties such as a products’ brand and attractiveness.

Reminding customers to be loyal: does message framing matter?

Purpose Marketers may proactively give customers personalized notices regarding their progress toward certain rewards as a means to stimulate ongoing behaviors. This paper aims to investigate the effect on customer repatronage intention by framed messages concerning either goal-distance or consequences of an action and it also seeks to identify important variables moderating those responses. Design/methodology/approach Five between-subjects experiments examined how participants’ repatronage intentions, in response to the framing of goal-distance (Study 1a) and consequences of an action (Study 2a), varied as a function of their level of progress toward goal completion and also tested if the framing effects might be attenuated when relationship benefit was high rather than low (Studies 1b and 2b). They further adopted perceived reciprocity as an underlying mechanism for examining the interplay between these two kinds of framing in stimulating ongoing behavior (Study 3). Findings Although messages which emphasized what individuals need to spend more to attain a reward (versus how short they are from earning a reward) or loss following inaction (versus gain following action) were likely to erode intention, such effects were confined to individuals with a moderate level of progress. This intention-eroding effect was further attenuated by attractive reward. The persuasive advantages of short-from-the-end framing of goal-distance over more-to-the-end counterparts were found to be diminished when paired with a loss-framed message concerning consequences of an action. Furthermore, the observed effects on intention were mediated by perceived reciprocity. Originality/value The studies add to the current understanding of how the way in which information is presented might enhance loyalty or fail to do so.