Retail brand extension—perceived fit,risks and trust

• This study examines consumer fit perception, risks and trust in retail brand extension in financial services. Respondents (324) living in Sheffield were involved in the consumer survey, conducted on three major British supermarkets. Mean scores were compared between four groups of respondents. Discriminant analysis was used to determine the factor(s) distinguishing the retailers. Retailers A and B were perceived as trusted brands with respect to financial services. Retailer A was perceived as a trusted brand regardless of the product category. Retailer B was seen as a trusted brand when product performance and financial risks were low while Retailer C was perceived unfit and risky by non‐users and the non‐intend‐to‐buy groups. Age, gender and income influenced fit, risks and trust perception. When consumers knew the store or were store loyal, they tended to trust the store brand extension whereas when consumers did not know or were new to the store, fit and risks were perceived. Implications for corporate branding, brand extension decision‐making and implementations are sought.

Copyright © 2008 John Wiley & Sons, Ltd.     

The empirical link between relationship marketing tools and consumer retention in retail marketing

This article focuses on the key relationship marketing tools of customer service, loyalty/rewards programs, brand/store community, personalization and customization, and their relationship with customer retention. The relationship between customer service, loyalty/rewards programs, customization, personalization, brand/store community and customer retention were examined via an empirical investigation of 450 loyalty/reward program members of three retail stores in Malaysia. The administration of the survey was personally administered but self‐completed. Four of the five relationship marketing tools, namely, customer service, loyalty/rewards programs, brand/store community and personalization, had a significant positive relationship with customer retention. The findings provided valuable insights into the loyalty program management practices of retail stores in a developing country context. Copyright © 2013 John Wiley & Sons, Ltd.     

Consumer perception of salesperson influence strategies: an examination of the influence of consumer goals

• Consumers regularly interact with retail salespeople in order to make purchases across a wide range of products and services. Retail sales encounters occur on a daily basis yet we know little about these complex interactions, especially from the consumer's perspective in terms of his or her perceptions with regard to these types of persuasive attempts. Understanding consumer perceptions is an important precursor to understanding consumer behavior during retail sales encounters. In three experiments subjects' perceptions of specific influence strategies were measured with regard to the degree of sales‐orientation of each strategy. Support was found for hypotheses that proposed that certain influence strategies would be perceived as significantly more sales‐oriented than others and that the interaction of consumer goals with salesperson influence would affect how influence strategies are perceived. Willingness to interact with and purchase from a salesperson using specific influence strategies was also examined in order to shed light on how the use of specific influence strategies is likely to affect consumers' intentions.

Copyright © 2006 John Wiley & Sons, Ltd.     

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.     

Salesperson characteristics affecting consumer complaint responses

The important relationship between consumer complaint behaviour and brand and store loyalty is well established. The range of factors that favourably influence the outcomes of complaining have received relatively less research attention. Therefore, this study tests the effects of two salesperson source characteristics: willingness to listen and product/store knowledge, on consumer complaint‐related perceptions and intentions in a retail setting. Mall shoppers participated in a consumer complaint experiment to test the hypothesised effects. The results indicate that both characteristics affect customer complaint responses, as well as consumer perceptions of the salesperson and the retail store. The findings of the study demonstrate that salesperson characteristics are important influences on positive or negative consumer complaint responses. Copyright © 2001 Henry Stewart Publications.     

Visual aesthetics in store environment and its moderating role on consumer intention

• The paper goal is to answer the following questions: What are the factors of centrality of visual aesthetic design (CVSA) in store environment? What factor explains better the construct? Is there a relationship between CVSA and consumers' intentions, such as loyalty, satisfaction, minutes, item, and $ spent inside store? What is the moderating role of store visual aesthetic design on consumer intentions? The research design was a 2 × 2 design, between subjects, which we manipulated store arousal (high vs. low) and CVSA (high vs. low) in two studies. The findings supported the theory that there are three CVSA dimensions; that there is a positive relationship between CVSA and consumer satisfaction, loyalty, items bought, minutes visiting the store, and $ spent; and that high (vs. low) CVSA consumers were more discriminating in their intentions, when the environment had a high arousal. The original value is to support the notion that consumers also evaluate, beyond products, visual aesthetic components in retail and that it plays a moderating role on consumer intention.

Copyright © 2010 John Wiley & Sons, Ltd.     

Consumption of disposed goods for moral identities: a nexus of organization,place, things and consumers

• A complex intersection of a charity organization, a retail space, vintage fashion and the customers were investigated to better understand the effect of the re‐commodification of goods. The convivial retail space attracted customers through the promise of something special and different. Immersed in the space, customers' moral values aligned with a type of consumption that began with disposal. However, these consumers did not belong to a politically motivated collectivity but instead addressed personal moral identity projects. The organization achieved a moral layer to its identity through its interaction with the disposed of garments, but this moral intention was different from the customers. The charity retailer transformed discarded, donated goods through processes of selection and re‐presentation. It was a highly professionalized commercial outlet whose intention was to raise funds and to model ethical business practices. The retail setting was pivotal and extensive observation, visual and interview data were taken at the site. The analysis revealed that the customers espoused a view of anti‐consumption, which encompassed anti‐corporatism. At the centre of this nexus of practices were the garments which were disposed of through donation, re‐commodified by the charity organization for their specialized, immersive retail outlet and then purchased by consumers to address their individualized moral identity projects. It is concluded that all facets contributed to this nexus of disposal practices, although the garments had a significant linking and facilitating role to play, and that further investigation is required.

Copyright © 2009 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.     

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.     

The role of trust in financial customer–seller relationships before and after the financial crisis

This study examines the role of trust in customer–seller relationships before and after the 2008 financial crisis. On the basis of two surveys comprising 1155 and 757 bank customers, respectively, it is shown that trust is less likely to mediate the relationship between satisfaction and loyalty after the financial crisis compared with before the financial crisis. The results suggest that consumers rely more on satisfaction and less on trust after the financial crisis compared with before the financial crisis when determining whether they should remain loyal to a particular financial service provider. Hence, as a direct managerial implication, financial service managers should consider investing additional resources in satisfying their customers in the after crisis era. In addition, it is suggested that managers should seek to rebuild the positive relationship between trust and loyalty in order to receive the full benefit of their trust‐building efforts. Copyright © 2014 John Wiley & Sons, Ltd.     

Lean consumption and its influence on brand

• The continuing growth of the knowledge‐based economy is driving the quest for better understanding of the intangible drivers of wealth creation. American and European models for linking customer satisfaction to corporate and national performance have been established and will continue to be tested and developed. One of the challenges of modelling consumer behaviour is the effect of changing lifestyles. This paper describes a study of UK shoppers which explores the influence of lean consumption, the degree to which the shopping and post‐purchase experience is hassle free and timely, on the warmth of consumers' feelings towards the brand. The study operationalises the construct of lean consumption and finds that it is indeed a significant driver of brand warmth. This leads to clear implications for manufacturers and retailers and the ways in which they innovate and develop their products and services.

Copyright © 2006 John Wiley & Sons, Ltd.     

Brand growth in packaged goods markets: Ten cases with common patterns

The study examines 10 consumer goods brands that grew market share year on year, to identify if there are commonalities in the way that key brand performance metrics change during growth. The study uses consumer panel data from the UK and USA. Ten brands in a range of categories are examined. Brand metrics of penetration, repeat‐purchase loyalty, cross‐purchasing by other brand's buyers, the distribution of purchase frequency, and the brand's market share within buyer subgroups are analyzed. The principal findings are as follows: (1) as these brands grew, brand penetration increased far more than repeat‐purchase loyalty on average; (2) the most apparent change in the buyer base was the big increase in light or infrequent buyers; (3) they induced more cross‐purchasing from most or all other competitor brands' buyers; and (4) they grew their market share in all buyer demographic groups. Implications are that brand growth strategies should be geared towards enlarging the size of the customer base, with less emphasis on boosting loyalty. The results also suggest that specifically targeting certain sorts of buyers may be counterproductive. These findings challenge traditional assumptions in relation to brand growth and success. Copyright © 2016 John Wiley & Sons, Ltd.     

The influence of evidence type and product involvement on message‐framing effects in advertising

• Extrapolating from prior research that describes the persuasive effects of gain‐ versus loss‐framed messages via the heuristic‐systematic model (HSM), the current study incorporated two advertising‐related factors – evidence type (informational vs. exemplar) and product involvement – and examined their influence on message‐framing effects in advertisements for commonplace consumer products. A significant interaction in Experiment 1 indicated that loss‐framed messages were persuasive in a higher‐involvement context only when coupled with informational evidence, which enhanced systematic processing among participants and thereby elicited the framing effect. No interaction effects occurred in the lower‐involvement context of Experiment 2, in which the hypothesized thought‐processing patterns did not evince. Consistent with recent theoretical advancements, these results indicate that message‐framing effects can be attenuated when both systematic and heuristic processing occur simultaneously. Practical implications are discussed.

Copyright © 2008 John Wiley & Sons, Ltd.     

Consumer misbehaviour: an exploratory study of shopliftin

Although customer theft is traditionally researched from a criminological or psychological perspective, this paper investigates shoplifting as consumer behaviour, demonstrating that well‐defined models of normal consumer behaviour can be applied to aberrant behaviour such as shop theft. Empirical research is used to show how adults and teenagers form belief systems that amount to rational intentions in the decision to shoplift. The theory of planned behaviour (Ajzen, 1991) was used as the basis for two self‐report surveys which investigated the interaction between consumers' attitudes and beliefs about shoplifting and their perceptions of retail security. The first survey utilised a sample of shoppers from the South East Midlands; the second a sample of school students from the same area (861 respondents in total, 109 respondents admitting to shoplifting in the previous year). Both studies indicate that the decision to shoplift is influenced by pro‐shoplifting attitudes, social factors, opportunities for shoplifting and perceptions of low risks of apprehension. This implies that the deterrent messages we use must be reassessed. Copyright © 2002 Henry Stewart Publications.     

Exploring consumers' health meaning categories: towards a health consumption meaning model

• Health marketplace offers a lucrative business for many companies. However, there is a gap in consumer research in understanding what health as a target of consumption really means to consumers. The subtleties and multiplicity of meanings rural and urban (both younger and older) consumers attach to health in their everyday lives are empirically explored in this article. Findings of a focus group interview‐based interpretive analysis are reported. It was found that meanings consumers associate with health are profound and multi‐faceted (identification of several health‐meaning categories) with some evidence for age‐ and area‐of‐ residency‐related health‐meaning differences. The article is concluded by advancing theory‐building in consumer research in the form of developing a tentative framework model that can be used to analyze health consumption meanings.

Copyright © 2006 John Wiley & Sons, Ltd.     

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.     

Real brands in imaginary worlds: investigating players' experiences of brand placement in digital games

• This paper explores the development of brand placement in digital games using focus groups with game‐players. Growth in in‐game brand placement is explained by game developers' financial and creative priorities and experimentation in marketerss' use of media. The external context of game‐play is then examined based on explanations of the non‐material aspects of consumer behaviour. Internal game processes are also reviewed, including psychological processes that are likely to be of interest to marketers. The reported experiences of players are then considered in terms of these processes. Findings seem to support the use of brand placement in games. Players easily recall encounters with brands during game‐play and are generally positive about these experiences, suggesting that brands increase realism because it allows individuals to create and explore consumption‐based daydreams. However, some players reject brand placement, preferring in‐game fantasies that are independent of mundane commodities. The findings also raise issues related to the ways in which individuals may use digital games to reflect on our consumer society and this raises a question of the degree to which digital games may support or oppose existing consumer cultures. Other problems for managers wishing to use this technique were revealed by the repetitive nature of games which may cause message wear‐out, and by playerss' frustration with aspects of a game which may lead to negative evaluations of in‐game brands.

Copyright © 2006 John Wiley & Sons, Ltd.     

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.     

The role of delight in driving repurchase intentions

A channel differentiator for brick-and-mortar retail stores is the availability of salespeople to assist customers directly in their purchase decision. This research considers two aspects of customer interactions with retail salespeople that lead to perceptions of extraordinary service and enhance repurchase intentions: customer comfort and salesperson expertise. Retail customers desire value-added informational assistance from the salesperson to minimize ambiguity associated with the product and to reduce the risk associated with a purchase decision. A retail salesperson needs to make customers feel comfortable so that the customer will share specific needs during the interaction, and the salesperson can recommend appropriate products and services. Our findings reveal that while both customer comfort and salesperson expertise positively influence satisfaction with the salesperson and customer delight, only customer delight leads to repurchase intentions. While satisfaction is a commonly asserted goal for retailers; the present research suggests that in a transaction-based environment, elevated emotions such as customer delight represent a more powerful predictor of repurchase intentions. This research provides evidence of trainable salesperson behaviors that enhance customer perceptions of extraordinary service and offer firms an opportunity for significant performance gains.