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¶ … Loyalty
Lai, F et al. (2009) How quality, value, image, and satisfaction create loyalty at a Chinese telecom Impact of Culture on Marketing Strategy, 62, 980 -- 986
Lai et al. (2009) propose and test a model that examines possible associaitons between service quality, value, image, satisfaction, and loyalty in China. The investigation and analysis of survey data from 118 customers of a Chinese mobile communications company reveals that quality of service directly influences both the perceived value and the image perceptions of the company, that this perceived value and customer image of the company after influence customer satisfaction, that the image of the manager influences the value of the company, and that both customer's satisfaction and perceived value (as well as real value) of company are the basic factors of loyalty.
The research is reliable in that a significant number of customers were surveyed. Limitations, however, consist in the fact that some of the customers may have been subjectively related to company, such as stakeholders in company, related to manager, received incentives for answering positively, and so forth. More so, researchers only surveyed one company; another -- or other -- companies may have showed different results. Customers too surveyed over time may have differed in their response. Recent conditions of the company may have prompted them to respond in the given manner. In other words, longitudinal and cross-sectional research may be additionally helpful for further research of...
Some of the outcome of the research too may be attributed to cultural factors such as China's classic characteristics of inclusion that may prompt manifestation of loyalty on the part of Chinese. (Another culture may evidence different determinants of loyalty).
This article is helpful to our research in that 'loyalty' is an abstract concept. The article shows that consumer loyalty can be premised on company value and characteristics of leader. These characteristics may easily be expended to achieve loyalty in general.
2. Brakus et al. (2009) Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing. 73, 52 -- 68
Brand experience effects customer loyalty and therefore it is an important concept. Brand experience is defined as sensations, feelings, cognitions, and behavioral responses that are evoked by certain aspects of the brand's packaging such as environment, communication, and overall stimuli. Brand packaging however can be nebulous and so the authors distinguish between several experiences and construct a brand experience scale that spans four dimensions: sensory, affective, intellectual, and behavioral. The authors test this scale in six studies to show that the scale is reliable, valid, and distinct from other brand measures that include brand evaluations, brand involvement, brand attachment, Customer delight, and brand personality.
The brand scale was thoroughly tested in different contexts. It is short and easy to administer consisting of…
Implications for our essay suggest that loyalty can be premised on management strategies that seek to understand the customer and satisfy his desires. Loyalty can be traced, as the previous articles suggested, to various factors. Liao and Hsei (2011) suggest that excellent customer service is the key value.
Thesis
'Loyalty' is an important concept that stretches across disciplines and, being abstract, may be hard to achieve. Nonetheless, it is important both for businesses and for public and private concern. Loyalty can be achieved through various ways -- trust in manager, trust in service, trust in brand, attraction to perceived value of company and so forth. Is there one overall way to achieving and retaining an individual's loyalty? The thesis suggests that by manager (or individual) predicting and fulfilling the customer (or other's) needs and desires in all ways, customer loyalty can be achieved and retained.
marketing challenges facing Warby Parker in the future and what advice would you give the company on how to face them? In 2010, Neil Blumenthal and David Gilboa had started a company called Warby Parker that sold prescription glasses. It was a successful company that had gone from selling 20,000 eyeglasses to over 100,000 per year. The founders too integrated their mission with a social mission: to increase access to
The Price-Sensitive Affluents, Wal-Mart has learned (Wal-Mart Annual Reports) is more interested in finding an exceptionally good deal and not necessarily concerned about the shopping experience. This is particularly true as one of the strongest factors influencing the execution of their strategy, the emerging global recession during this timeframe, takes hold. Again as with the Price Value Shopper and the paradoxical purchasing patterns of the Brand Aspirational segment show,
The Telecoms Industry In the study by Lai, Griffin and Babin (2009) entitled “How quality, value, image, and satisfaction create loyalty at a Chinese telecom,” the researchers used an integrative model to assess the relationship between multiple variables related to consumers’ experience of telecoms in China. The researchers conducted a survey of 118 Chinese telecommunications customers and found that service quality has a direct impact on value perception. Value and customer