Customer Loyalty to the Salesperson and the Store: Examining Relationship Customers in an Upscale Retail Context

Only recently has research interest in relationship marketing and customer loyalty converged in the retail context. Although this research shows that relationship customers maintain their primary loyalty to the salesperson, which then “spills over” and affects loyalty to the store, other research suggests that salesperson loyalty has direct effects on store-level outcomes, such as spending and word of mouth. However, this has not been comprehensively investigated, and relationship researchers have specifically called for research examining the effects of salesperson and store loyalty on store-level outcomes. Our research addresses this call, and shows that in an upscale retail context a relationship customer's loyalty to the salesperson is significantly related to store loyalty as well as the important store-level outcomes of share of purchases, word of mouth and competitive resistance.     

Antecedents of Internet Retailing Loyalty: Differences Between Heavy Versus Light Shoppers

Purpose  The purpose of this study was to explore the moderating effects of heavy versus light shoppers on antecedents of customer’s satisfaction and loyalty toward an Internet retailer. Design/Methodology/Approach  A model discusses the different mechanisms in building an effective exchange relationship with light versus heavy shoppers was developed and tested using Internet book store as the study object. With the assistance of a marketing research firm, an Internet-based survey was employed to gather information on 375 users of Internet bookstores in Taiwan. Findings  The results showed that price/value had a stronger effect on overall satisfaction for light versus heavy shoppers, while trust had a stronger effect on overall satisfaction for heavy versus light shoppers. The study also found that consumers’ irreplaceable asset generated from past transaction with a focal Internet retailer had strong effects on their loyalty responses. Implications  Understanding of the moderating role of heavy versus light shoppers on satisfaction and loyalty formation helps to advance our theoretical understanding of the different routes of satisfaction and loyalty formation for different shoppers. The results of this study can help to inform the practitioners that price may play a role in drawing light shoppers, while perceived trust of the Internet store is more important in retaining heavy shoppers. It also demonstrated the importance of building asset specificity in increasing customer loyalty. Originality/Value  This is one of the first studies to provide evidence of the moderating effects of heavy versus light shoppers on satisfaction and loyalty formation. It explained and tested empirically the different mechanisms of satisfaction and loyalty formation between two groups of consumers.     

The influence of the perception of a familial climate on job performance: mediation of loyalty to supervisors and moderation of filial behaviour

With a collectivist cultural perspective, we examined the positive effects of employees' perceptions of a familial climate on loyalty to supervisors, the mediation of loyalty between perception of a familial climate and job performance, and the moderation of employees' filial behaviour on the relationship between perception of a familial climate and loyalty. The participants consisted of 247 supervisor-and-subordinate dyads in Taiwan. The results supported our hypotheses. Through the mechanisms of family behaviour transference, social identification and supervisor-subordinate exchange, perception of an organizational familial climate enhanced loyalty to supervisors. Furthermore, loyalty to supervisors mediated the relationship between perception of a familial climate and job performance. Filial behaviour moderated the relationship between perception of a familial climate and loyalty; thus, the relationship of perception of a familial climate and loyalty was stronger for employees with low levels of filial behaviour and weaker for employees with high levels of filial behaviour. These findings are discussed in terms of their theoretical and practical implications for future research and management practices.     

Reward allocation decisions of Chinese managers: Influence of employee categorization and allocation context

The purpose of the present study was to investigate the relationships between employee categorization criteria and Chinese managers' allocation behaviors. Using a vignette approach and a four-factor within-subjects design, the effects of relationship (guanxi), loyalty, and competence, as well as their interactions with allocation context (private vs public) were examined. Results showed that subordinates who had a close relationship with the allocator, high loyalty, or high competence were rewarded more. Significant two-way interaction effects indicated that relationship, loyalty and competence interactively affected Chinese managers' reward allocation decisions. In addition, the moderating effects of allocation context on these three criteria were also significant. Limitations of the study and suggestions for further research were discussed.     

Gender differences in the pricing of professional services: Implications for income and customer relationships

This study extends our understanding of the effects of gender on both pricing behavior and owner income by examining both relationships in an experimental simulation involving owners of veterinary practices. Consistent with prior research, women owners are found to employ “compassionate pricing” more than men, even when the same services are offered. The process by which gender influences price, however is found to depend in part on one’s relationship orientation. Specifically, women are found to have a higher relationship orientation than men and relationship orientation is found to directly bias women’s transactional pricing towards more compassionate pricing. The relationship between role orientation, pricing, and income, however, is rather complex. While lower prices have a negative relationship with owner income, relationship orientation is found to have a positive direct influence on income. As a result, the influence of relationship orientation on income is found to be both negative, due to lower prices, and positive, due possibly to the resulting customer loyalty.     

品牌信任和品牌情感：究竟谁导致了品牌忠诚?—— 一个动态研究

现有关于品牌忠诚影响因素的相关研究发现, 品牌信任和品牌情感是品牌忠诚的决定因素。尽管也有很多学者认为应该从动态的视角认识忠诚的概念, 但是现有文献却没有随着时间推移来研究消费者品牌忠诚的发展过程。为了弥补现有营销文献中这一理论的不足, 本文提供了一个关于品牌情感和品牌信任同时影响品牌忠诚形成过程的动态研究。通过一个纵向情境模拟实验研究发现随着时间的推移, 品牌信任对品牌忠诚的影响作用增强了, 而品牌情感的影响作用减弱了。并且, 消费者对品牌的不一致性体验会削弱这种效应。最后, 研究指出品牌情感和品牌信任对品牌忠诚共同的影响作用随着消费经验的积累显著增强。     

An experimental investigation of justice-based service recovery on customer satisfaction, loyalty, and word-of-mouth intentions

Service recovery is related to many important organizational outcomes such as customer satisfaction, loyalty, and profitability. Within the theoretical framework of organizational justice, an experiment using a simulated "live" service failure was used to assess the effects of justice-based service-recovery strategies on customer satisfaction, loyalty, positive word-of-mouth intentions, and negative word-of-mouth intentions. Analysis indicated that strategies including interactional justice, distributive justice, and a combination of these were equally effective in maintaining customer satisfaction, loyalty, and positive word of mouth, and minimizing negative word of mouth after a service failure. No support for the service recovery paradox, that is, increased satisfaction following service failure and recovery compared to never having a problem, was found. Satisfaction and loyalty for those in the failure conditions were equal to, although not higher than, in the no-failure control condition. Practical implications for organizational practices are discussed.     

Customer Satisfaction and Switching Barriers: Effects on Repurchase Intentions,Positive Recommendations,and Price Tolerance1

The current article attempts to extend previous research by testing the effects of customer satisfaction and 2 types of switching barriers—negative and positive—on key manifestations of attitudinal loyalty (repurchase intentions, positive recommendations, and price tolerance). The work also studies whether the effect of customer satisfaction is linear or nonlinear. Finally, the paper analyzes whether switching barriers moderate the relative strength of the customer satisfaction/attitudinal loyalty relation. To this end, a total of 554 private mobile‐phone customers were surveyed. The distinction between negative and positive switching barriers is important to draw theoretical and managerial implications.     

Religious Brand Loyalty and Political Loyalties

Numerous works have detailed the breakdown of brand loyalty within society over the last forty years and its results. Whether examining political loyalties, religious loyalties, or loyalties to brands such as Lucky Strike cigarettes, each study has noted a lowering of traditional barriers to switchingbrands and the creation of a nation of individualist choosers (Friedman 1990). Here I attempt to suggest some connections between religious and political loyalties. Using the 1993 General Social Survey, I operationalize religious loyalty in four ways and suggest three mechanisms through which religious loyalty is connected to political loyalty: psychological ties, socialeties,and social circumstances. I find significant effects of different conceptions of religious loyalty encouraging party loyalties, steadfast voting, and loyalty to on party's presidential candidates across two elections.     

Recent Developments in Close-Relationships Theory

A selective review of some recent theoretical developments in the field of close relationships is presented. We describe demographic developments reflecting flux in relationships and the family and what may be viewed as a revolution in gender relations and the family over the past three to four decades. Also reviewed are theories on the development, maintenance, and ending of relationships, as well as the “dark side" of closerelationships. We conclude that the close-relationships field is likely to continue to develop and prosper as people search for answers to daunting relationship problems.     

Does service failure influence customer loyalty?

There is a general consensus that customer loyalty to service providers is not solely dependent upon their level of satisfaction or dissatisfaction. However, the identified antecedents of loyalty remain, at best, highly speculative. The aim of this extensive literature review is to give some understanding of the nature of customer loyalty and the antecedent effects of service dissatisfaction. The research reviewed suggests that customer loyalty is an attitudinal state, reflecting value, trust and commitment within supplier–customer relationships. Satisfaction is one of several antecedents of loyalty. A key influence on loyalty is the offer of unique value‐delivering advantages not provided by competitors. Thus firms need to develop positive value‐based exit barriers to achieve loyalty. When service failures occur, the recovery process is likely to have a greater impact on loyalty than the original service failure. The key to successful recoveries was found to be the customer's perception of ‘fairness’. Recovery programmes must get it right first time. Customers who remain dissatisfied after a complaint has been handled are more dissatisfied than if no recovery attempt had been made. Dissatisfaction and customer satiation are major causes of a customer's exit. The solution to customer satiation is dynamic value creation. Collection and monitoring of customer data is needed for success and two‐way communication is vital. Copyright © 2002 Henry Stewart Publications.     

消费者态度满意与行为忠诚关系的一致与分离

态度满意是指消费者对产品可感知的效果与期望值之间的差异函数, 行为忠诚是指消费者重复购买的次数。本文将二者关系分作两类, 一类是低满意低忠诚、高满意高忠诚的一致性关系, 另一类是低满意高忠诚、高满意低忠诚的分离性关系, 在此基础上, 进一步介绍了相关理论研究, 主要包括线性关系和约束关系研究。文章最后指出, 未来研究应加强对态度满意的价值属性、结构一致性、社会属性等的研究, 以提高消费者态度满意对行为忠诚的预测力。     

The antecedents of consumer loyalty in retail banking

• This paper is focused on a study designed to investigate loyalty in retail banking. The research findings suggest that loyalty is the outcome of a cognitive rather than an affective process. The main antecedents of bank loyalty were found to be perceived value, service quality, service attributes, satisfaction, image and trust: constructs that are inter‐related and form a network of loyalty antecedents.

Copyright © 2006 John Wiley & Sons, Ltd.     

Be loyal but not addicted: Effect of online game social migration on game loyalty and addiction

To increase game loyalty but decrease game addiction, this study examines online game social migration and tests the mediating effects of offline social value and maladaptive cognition on the basis of the theory of consumption value and the cognitive behavioral model of pathological Internet use. The results are as follows: (i) Overall, online game social migration is associated with greater game loyalty and less game addiction; (ii) The positive association between online game social migration and game loyalty was mediated by offline social value; and (iii) Online game social migration is associated with lower game addiction. This paper provides a new perspective (taking into account both business interests and players' psychological health) for online game research and also offers practical guidance for cooperation between game companies and the public. Copyright © 2017 John Wiley & Sons, Ltd.     

The effect of relational benefits in loyalty programmes: Evidence from Chinese milk formula customer clubs

Although the value of relational benefits has been recognised in customer relationship management, the impact of these benefits on loyalty behaviours is yet to be investigated in the context of loyalty clubs. Little is known why some loyalty programmes outperform others. By using both qualitative and quantitative research approaches, this research developed and estimated a conceptual model that describes the interaction of key relational benefits and their contributions to customer loyalty in a set of milk formula customer clubs in China. Data were collected from 300 Chinese infant milk formula buyers, including both customer club members and nonmembers. This study confirms that the customer‐confidence benefits and identity‐related benefits precede other loyalty rewards and strengthen other loyalty incentives in a loyalty programme. The economic benefits and information‐sharing benefits play a mediating role and contribute directly to customer loyalty. The findings of this research help better understand the mechanism behind loyalty behaviours in customer clubs.     

The relationship superiority effect is moderated by the relationship context

Previous research has identified the perceived superiority effect, defined as the tendency to regard one's own relationship as better than other people's relationships, as a cognitive maintenance mechanism that supports commitment to close relationships. The present research was designed to test the hypothesis that the perceived superiority effect is moderated by the relationship context — that is, to whom one's relationship is being compared. Two different measures based on a spontaneous thought-listing procedure demonstrated that the perceived superiority effect is significantly stronger when comparing one's own relationship to the relationships of people in general than to the relationships of close friends. Correlational analyses suggested that this difference may reflect people's tendency to experience close friends' outcomes as personal outcomes.     

To whom do positive norm and negative norm of reciprocity apply? Effects of inequitable offer, relationship, and relational-self orientation

Various theories have been proposed to account for people’s reciprocity behavior in social exchange. The current research is designed to delineate the conditions under which and for whom the relational theoretical explanation is most applicable. We hypothesize that while people in general show positive (negative) reciprocity responses toward favorable (unfavorable) inequitable treatments from others, such a tendency varies depending on the relationship with the exchange counterpart, and their own relational-self orientation. While we used country (China vs. the US) as a proxy for participants’ relational-self orientation in Study 1, this orientation was directly assessed in Study 2. Results from both studies showed consistent support for our hypothesis. Implications of these findings to literatures in reciprocity and social exchange are discussed.     

从组织承诺到组织忠诚:华人组织忠诚的概念内涵与结构

回顾、分析西方组织忠诚研究——从组织承诺到组织公民行为的研究发展过程,显示西方组织忠诚概念深受西方文化思想的影响.尽管西方从组织承诺又发展出组织公民行为的研究,但研究长期切割了组织忠诚的态度和行为两个层面.忠诚在中国有悠久的历史文化传统,近期研究发现华人组织忠诚有着独特的文化内涵成分,然而当前研究仍存在不足.因此,进一步深化华人组织忠诚研究不仅必要,对于构建适应华人文化的组织行为理论也有着重要的价值.     

Multiple facets of women’s relational orientation and their role in the relationship formation process

Over three decades of theory and research has sought to highlight the notion of relational orientation as central to women’s well-being. While researchers have extensively examined the negative outcomes of women’s relational orientation, relations with positive outcomes has gone little explored and largely assumed as present. The purpose of the current study is to examine social competence and satisfaction associated with women’s relational orientation. Previously unacquainted female participants (N = 160) completed measures of relational orientation, a dyadic interaction task, and were then asked to evaluate the quality of the interaction. Results supported a mitigation (versus trade-off) model in which facets of women’s relational orientation are differentially related to relationship competence and satisfaction. Structural equation modelling was used to examine overall fit along with specific actor and partner effects. Specific results are interpreted within the mitigation model of relational orientation, contributing to our understanding of women’s well-being.     

Effects of management communication, opportunity for learning, and work schedule flexibility on organizational commitment

In the current career climate characterized by change and turbulence, employees may demonstrate limited organizational commitment to their employers. Rousseau (1998) suggests that two key ways to elicit loyalty from employees today are to reinforce perceptions of organizational membership and demonstrate organizational care and support for employees. Based on her conceptual framework, we examined the separate and synergistic effects of three valued aspects of the work environment—management communication, opportunity for learning, and work schedule flexibility—on organizational commitment. With 1770 full-time and 273 part-time workers of a large national retailer, we found that all three variables had positive main effects on organizational commitment. Also, they three-way interacted to affect part-time workers’ organizational commitment. The implications of these findings for research on organizational commitment and on comparisons of full-time and part-time workers are discussed.