The Effects of Task Service Fit on Brand Loyalty

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.

The Effects of Task Service Fit on Brand Loyalty

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.

The Effects of Task Service Fit on Brand Loyalty

Motivated by the role that branded apps play in enhancing customer perceptions of brands, this paper is developed to provide a better understanding of the extent to which task-service fit associated with branded apps influences brand attitudes. The primary research objective is to determine how perceptions of task-service fit associated with branded apps enhances branded app experience and to explore brand co-creation and ultimately brand loyalty. Using data from 573 branded app users we were able to identify the following relationships: Perceptions of task-service fit and o-creation were found to influence brand loyalty. Also, task-service fit and randed app experience influenced co-creation. Finally, results also confirm that branded app experience and brand co-creation are mediators of the relationship between task-service fit and brand loyalty.

Analisis Green Image, Perceived Csr Capability Dan Customer Perception Of CSR Activities: Ethical CSR Terhadap Customer Loyalty

This study aims to see the effect of Green Image on Customer Perceptions of CSR Activities: Ethical CSR, The Effect of CSR Capability on Customer Perceptions of CSR Activities: Ethical CSR and the influence of Customer Perceptions on CSR Activities: Ethical CSR on Customer Loyalty. The population in this study were students and students of Sarjanawiyata Tamansiswa University who had used or are still using products from The Body Shop, with a sample of 105 respondents. The sampling technique in this study used a non-probability sampling technique with purposive sampling.The results showed that there was a positive effect of green image on customer perception of CSR activities: ethical CSR, there was a positive influence on perceived CSR capability on customer perception of CSR activities: ethical CSR and there was a positive effect on Customer Perception Of CSR Activities: Ethical CSR on Customer Loyalty.

Development of empirically based customer-derived positioning taxonomy for consumer electronics sector in the Indian emerging market

PurposeAn Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries.Design/methodology/approachThis study employs a three-step process for developing and validating a scale in order to conduct its research. In the first phase, items are generated and selected based on a literature review, focus groups and expert opinion. Exploratory factor analysis is used to fine-tune the scale in the second phase. Phase 3 uses CFA to establish convergent, discriminant and nomological validity through the use of CFA.FindingsA consumer-based taxonomy of positioning strategies were developed as a result of the research. Six distinct positioning strategies emerged that was named (1) Value for Money, (2) Functional (3) Premiumisation, (4) Promotional Campaign, (5) Brand Name (6) Visual Aesthetics.Research limitations/implicationsDeveloping and validating measurement scales will be made easier with the help of this paper. Target populations, industry and geography selection and a cross-sectional time horizon are just a few of the study's drawbacks.Practical implicationsThe study's practical implications include six factors/strategies that managers, advertising executives and marketing experts of consumer electronics companies in the Indian emerging market could use to position their products, resulting in the overall success of their organisations.Originality/valueThis study adds to the marketing literature by providing a solid theoretical foundation and a validated instrument for operationalising positioning strategies.

Exploring the role of service touchpoints on the path to financial, behavioral and relational customer outcomes: insights from a B2B service context

Purpose The purpose of this study is to examine how and to what extent customer-provider service touchpoints impact business customer perceptions and outcomes in the context of long-term business-to-business (B2B) service relationships. To this end, the authors will assess the chain of effect path for different service touchpoints between business customers and service providers – and the long-term impact both on customer perceptions and financial, behavioral and relational outcomes. Design/methodology/approach Enabled by a five-year panel data set, seemingly unrelated regression model methodology is applied to test the proposed conceptual framework. Data are obtained for a sample of 2,175 B2B insurance service companies between 2013 and 2017. Findings Study results shed light on the significance of the sales force in B2B settings, as one of several key service touchpoints – together with firm expertise, service reliability and excellence – driving robust relationships, profitability and cross-buying. Firm-initiated contacts and tangible touchpoints are proven to be ineffective – even damaging in some instances – in terms of driving business customer perceptions. Originality/value The paper delivers empirical evidence providing insight on how service touchpoints and business customer perceptions have a long-term impact on customer outcomes. This has yet to be addressed in B2B service settings – despite being of vital interest to marketers, as the longitudinal approach of the research aids service firms in gaining a better understanding of company-customer touchpoints and the extent to which different factors have a decisive, lasting impact on B2B customer outcomes.

IS TWO ALWAYS BETTER THAN ONE? Customer Perception on the Merger of Startup Decacorn Companies

Recently, the two decacorn Startups in Indonesia decided to collaborate with a merger scheme and accumulate over 100 million monthly active users. The Merger triggers a new perception for customers and has an impact on the level of Brand Loyalty. However, no research examines how customer perception to mergers between the startup with decacorn status. Therefore, this study intends to fill this gap. Using the mix method approach, this study investigates how customer perception of startups’ mergers decacorn status and examines its effect on customer behavior. The findings revealed that customer self-congruency successfully mediates the research gap between customer perceptions on merger scheme (sig. 0.000 < 0.05, β = 0.575) and purchase intention (sig. 0.000 < 0.005, β = 0.390) by combining impulse buying strategies (sig. 0.003 < 0.05, β = 0.329). The paper contributes theoretically to the body of knowledge in the customer’s perception of the merging company. The study also gives new insight that customers’ perception of the Merger of two decacorn companies cannot guarantee that customers will be loyal to the company without connecting the customer self-congruency in each partner. It is recommended that the manager gain stimulus in building conformity of company image with customer perceptions that create self-congruency.

PERSEPSI PELANGGAN TERHADAP MANFAAT KEGIATAN CREATING SHARED VALUE DAN KEBERLANJUTAN USAHA PT UNILEVER INDONESIA TBK

The company as an entity that does business in producing and selling its products to consumers, cannot be separated from the environment around the company. This is because the company will produce products that will be sold for the desired profitability and affect the surrounding environment, so the company is also required to creating shared value, which have an impact on the problem of business sustainability. The purpose of this study was to obtain empirical evidence of customer perceptions about the benefits of creating shared value activities and business sustainability of PT Unilever Indonesia Tbk on the products purchased. The population to be sampled is a randomly selected Unilever product customer in West Jakarta, who has the same chance of being selected as a sample. The research sample was 30 samples. Customers have responded well to the benefits of creating shared value for their own customers and have a positive impact on the company because it will benefit the sustainability of PT Unilever Indonesia Tbk. The result of the customer's perception of the benefits of creating shared value is a higher percentage of agree that the product is easy to find because it has a good logistics system and competitive advantage over Unilever's product innovations. The samples were taken only from West Jakarta, so the results cannot be generalized to all Unilever product customers in Indonesia. This research is expected to improve the company's reputation for the benefits of creating shared value activities and their impact on the business sustainability of PT Unilever Indonesia Tbk.Perusahaan sebagai entitas yang melakukan bisnis dalam memproduksi dan menjual produknya terhadap konsumen, tidak terlepas dari lingkungan sekitar perusahaan berada. Hal ini dikarenakan perusahaan akan memproduksi produk yang akan dijual untuk profitabilitas yang diinginkan dan mempengaruhi lingkungan sekitar, maka perusahaan pun dituntut untuk melakukan creating shared value, yang berdampak pada masalah keberlanjutan usahanya. Tujuan dari penelitian ini adalah untuk memperoleh bukti empiris persepsi pelanggan tentang manfaat kegiatan creating shared value dan keberlanjutan usaha PT Unilever Indonesia Tbk terhadap produk yang dibeli. Populasi yang akan dijadikan sampel adalah pelanggan produk Unilever di Jakarta Barat yang dipilih secara acak, yang memiliki peluang yang sama untuk dipilih menjadi sampel. Sampel penelitian sebanyak 30 sampel. Pelanggan telah merespon dengan baik manfaat kegiatan creating shared value bagi pelanggannya sendiri serta berdampak positif bagi perusahaan karena akan bermanfaat bagi keberlanjutan PT Unilever Indonesia Tbk. Hasil dari persepsi pelanggan terhadap manfaat kegiatan creating shared value lebih tinggi persentase setujunya terletak pada produk yang mudah dicari karena memiliki sistem logistik yang baik dan keunggulan kompetitif atas inovasi produk Unilever. Sampel yang diambil hanya dari Jakarta Barat, sehingga hasilnya tidak bisa dijadikan generalisasi untuk semua pelanggan produk Unilever di Indonesia. Penelitian ini diharapkan dapat meningkatkan reputasi perusahaan atas manfaat kegiatan creating shared value dan dampaknya terhadap keberlanjutan usaha PT Unilever Indonesia Tbk.

Improving service brand personality with augmented reality marketing

Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality. Design/methodology/approach Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app. Findings The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers. Originality/value The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.