Abstract: Experiential marketing is one of the marketing
approaches that offer an exceptional framework to integrate elements
of experience and entertainment in a product or service. Experiential
marketing is defined as a memorable experience that goes deeply into
the customer’s mind. Besides that, customer satisfaction is defined as
an emotional response to the experiences provided by and associated
with particular products or services purchased. Thus, experiential
marketing activities can affect the level of customer satisfaction and
loyalty. In this context, the research aims to explore the relationship
among experiential marketing, customer satisfaction and customer
loyalty among the cosmetic products customers in Konya. The partial
least squares (PLS) method is used to analyze the survey data.
Findings of the present study revealed that experiential marketing has
been a significant predictor of customer satisfaction and customer
loyalty, and also experiential marketing has a significantly positive
effect on customer satisfaction and customer loyalty.
Abstract: Quick adoption of e-business and emerging influence
of “Electronic Word of Mouth e-WOM” communication on guests
made leading hotel brands successful examples of electronic guest
relationship management. Main reasons behind such success are well
established procedures in collection, analysis and usage of highly
valuable data available on the Internet, generated through some form
of e-GRM programme. E-GRM is more than just a technology
solution. It’s a system which balance respective guest demands, hotel
technological capabilities and organizational culture of employees,
discharging the universal approach in guest relations “same for all”.
The purpose of this research derives from the necessity of
determining the importance of monitoring and applying e-WOM
communication as one of the methods used in managing guest
relations. This paper analyses and compares different hotelier’s
opinions on e-WOM communication.
Abstract: Structural Equation Modeling (SEM) was used to test
a hypothesized model explaining Malaysian hypermarket customers’
perceptions of brand trust (BT), customer perceived value (CPV) and
perceived service quality (PSQ) on building their brand loyalty
(CBL) and generating positive word-of-mouth communication
(WOM). Self-administered questionnaires were used to collect data
from 374 Malaysian hypermarket customers from Mydin, Tesco,
Aeon Big and Giant in Kuala Lumpur, a metropolitan city of
Malaysia. The data strongly supported the model exhibiting that BT,
CPV and PSQ are prerequisite factors in building customer brand
loyalty, while PSQ has the strongest effect on prediction of customer
brand loyalty compared to other factors. Besides, the present study
suggests the effect of the aforementioned factors via customer brand
loyalty strongly contributes to generate positive word of mouth
communication.
Abstract: The objective of the article was to identify the impacts of gamification on customers' behaviour. The most important applications of games in marketing and mechanisms of gamification are presented in the article. A detailed analysis of the influence of gamification on customers using two brands, Foursquare and Nike, was also presented. Research studies using auditory survey methods were carried out among 176 young respondents, who are potential targets of gamification. The studies confirmed a huge participation of young people in customer loyalty programs with relatively low participation in other gamificationbased marketing activities. The research findings clearly indicate that gamification mechanisms are the most attractive.
Abstract: Various personality profile tests are used to identify
personality strengths and limits in individuals, helping both
individuals and managers to optimize work and team effort in
organizations. One such test, the Hartman’s personality profile,
emphasizes four driving "core motives" influenced or affected by
both strengths and limitations classified into four colors: Red -
motivated by power; Blue - discipline and loyalty; White - peace; and
Yellow – fun loving. Two shortcomings of Hartman’s personality test
are noted; 1) only one selection for every item / situation allowed and
2) selection of an item / option even if not applicable. A test taker
may be as much nurturing as he is opinionated but since
“opinionated” seems less attractive the individual would likely select
nurturing, causing a misidentification in personality strengths and
limits. Since few individuals have a “strong” personality, it is
difficult to assess their true personality strengths and limits allowing
only one choice or requiring unwanted choices, undermining the
potential of the test. We modified Hartman’s personality profile
allowing test takers to make either multiple choices for any item /
situation or leave them blank if applicable. Sixty-eight participants
(38 males and 30 females), 17 - 49 years old, from countries in Asia,
Europe, N. America, CIS, Africa, Latin America, and Oceania were
included. 58 participants (85.3%) reported the modified test, allowing
multiple / no choices better identified their personality strengths and
limits, while 10 participants (14.7%) expressed the original (one
choice version) was sufficient. The overall results show that our
modified test enhanced the identification and balance of core
personalities’ strengths and limits, aiding test takers, managers and
organizations to better assess individual characteristics, particularly
useful in making task-related, teamwork, and management decisions.
Abstract: The purpose of this study is to examine the possible
link between employee and customer satisfaction. The service
provided by employees, help to build a good relationship with
customers and can help at increasing their loyalty. Published data for
job satisfaction and indicators of customer services of banks were
gathered from relevant published works which included data from
five different countries. The scores of customers and employees
satisfaction of the different published works were transformed and
normalized to the scale of 1 to 100. The data were analyzed and a
regression analysis of the two parameters was used to describe the
link between employee’s satisfaction and customer’s satisfaction.
Assuming that employee satisfaction has a significant influence on
customer’s service and the resulting customer satisfaction, the
reviewed data indicate that employee’s satisfaction contributes
significantly on the level of customer satisfaction in the Banking
sector. There was a significant correlation between the two
parameters (Pearson correlation R2=0.52 P
Abstract: Game addiction has become an extremely important topic in psychology researchers, particularly in understanding and explaining why individuals become addicted (to video games). In previous studies, effect of online game addiction on social responsibilities, health problems, government action, and the behaviors of individuals to purchase and the causes of making individuals addicted on the video games has been discussed. Extending these concepts in marketing, it could be argued than the phenomenon could enlighten and extending our understanding on consumer loyalty. This study took the Grounded Theory approach, and found that motivation, satisfaction, fulfillments, exploration and achievements to be part of the important elements that builds consumer loyalty.
Abstract: This study aimed to investigate the existence of field corn networks on the Thailand-Burma border under the patron-client contract farming system. The data of this qualitative study were collected through in-depth interviews with nine key informants.
The results of the study revealed that the existence of the field corn networks was associated with the relationship where farmers had to share their crops with protectors in the areas under the influence of the KNU (Karen National Union) and the DKBA (Democratic Karen Buddhist Army) or Burmese soldiers. A Mae Liang, the person who starts a network has a connection with a Thaokae, Luk Rai Hua Chai or the head of a group of farmers, and farmers. They are under the patron-client system with trust and loyalty that enable the head of the group and the farmers in the Burma border side to remain under the same Mae Liang even though the business has been passed down to later generations.
Abstract: In recent years, several smart card solutions for transportation services of cities with different technical infrastructures and business models has emerged considerably, which triggers new business and technical opportunities. In order to create a unique system, we present a novel, promising system called Multifunctional City Smart Card System to be used in all cities that provides transportation and loyalty services based on the MasterCard M/Chip Advance standards. The proposed system provides a unique solution for transportation services of large cities over the world, aiming to answer all transportation needs of citizens. In this paper, development of the Multifunctional City Smart Card system and system requirements are briefly described. Moreover, performance analysis results of M/Chip Advance Compatible Validators which is the system's most important component are presented.
Abstract: The aim of this article was to analyze the relationship between the loyalty of banks´ employees and the acceptance of clients’ needs and to analyze the relationship between the loyalty of banks’ employees and the lack of their productivity in the Czech and Slovak banking sector. Our research has been realized through a questionnaire survey.
The loyalty of banks’ employees was higher in the Czech Republic than in Slovak Republic which has been transformed into a higher acceptance rate of customers’ needs and lower lack of employees’ productivity. Within both countries, it has been found that the approach of loyal employees to the acceptance of clients’ needs is not statistically significantly different from the approach of other employees. It has been also discovered that loyal employees did not work more intensively and did not feel statistically significant lower lack of their own productivity.
Abstract: The objectives of this research paper were to study the expectation and satisfaction of tourists in five tourism service quality dimensions, namely, website quality, service ability, trust ability, customer empathy, and responsiveness to customer and also to study the influences of satisfaction affecting loyalty toward quality service of the online tourism enterprises located in Bangkok Thailand. This research utilized both quantitative and qualitative research methods. In terms of quantitative method, a questionnaire was used as a tool to collect data from 400 tourists who were using in online travel services. Statistics analysis included descriptive statistics, t-test and Multiple Regression Analysis. In terms of qualitative analysis, an in-depth interview and content analysis were used along with 10 individual management levels of e-commerce enterprises.
The results revealed that the respondents had higher expectations than their level of satisfaction in all five categories. However, the respondents were more satisfied with online travel services than without online service. The demographic factors such as gender and age had no influence on the level of satisfaction whereas the demographic factors of education, occupation, and income had influenced the level of satisfaction. The test results also indicated that the level of satisfaction from responsiveness to customer had the highest influence on the loyalty of tourists who used online travel. The level of satisfaction from customer empathy had the highest influence on the tourists to recommend others to use online travel services. Also, the level of satisfaction from service ability had the highest influence on tourists to take an actual trip.
Abstract: Under the difficult access to finance of SMEs, they expect that its relationship with the banks shall constitute a real help to access appropriate financing, at reasonable costs and requirements, given the possibility of mutually beneficial and long lasting relation. The literature, but also the research we have carried on, is centered on such determinants as concentration and the length of the relationship, but at the same time, there is little certainty that banks are responding positively to them. Furthermore, although the trust is considered as being a fundamental element of bank relationship – see the case house bank – SMEs find that the banks finance them looking rather on collaterals and covenants than to trust. Moreover, a positive behavior, such as prompt or advance repayments of loans, doesn-t generate any positive feedback from the banks side. All these show a deep un-satisfaction of the SMEs concerning their relationship banking.
Abstract: Literature review revealed the importance of the
adoption of marketing Relationship for loyalty and retaining
profitable customer (Customer Relationship Management). LPQ
satisfaction will reinforce the loyalty and customer brand
attachment. Customer will communicate the operator to others. The
focus of this study is to examine the relationship between the
LPPQ and the WOM recommendations through: customer
satisfaction, loyalty and attachment. The results show that LPQ
affect positively the satisfaction, negatively the loyalty. LPQ has an
indirectly effect on WOM recommendations but through the
satisfaction and attachment. The mediating effect of satisfaction in
the relationship between LPQ and Loyalty is rejected. This finding
can be explained by the nature of mobile sector in Tunisia.
Abstract: WikID is a wiki for industrial design engineers. An
important aspect for the viability of a wiki is the loyalty of the user
community to share their information and knowledge by adding this
knowledge to the wiki. For the initiators of a wiki it is therefore
important to use every aspect to stimulate the user community to
actively participate. In this study the focus is on the styling of the
website. The central question is: How could the WikID website be
visually designed to achieve a user experience which will incite the
user to actively participate in the WikID community? After a
literature study on the influencing factors of a website, a new
interface has been designed by applying the rules found, in order to
expand this website-s active user community. An online
questionnaire regarding the old or the new website gave insights in
the opinions of users. As expected, the new website was rated more
positively than the old website. However, the differences are limited.
Abstract: In terms of total online audience, newspapers are the most successful form of online content to date. The online audience for newspapers continues to demand higher-quality services, including personalized news services. News providers should be able to offer suitable users appropriate content. In this paper, a news article recommender system is suggested based on a user-s preference when he or she visits an Internet news site and reads the published articles. This system helps raise the user-s satisfaction, increase customer loyalty toward the content provider.
Abstract: The purposes of this research were 1) to study
consumer-based equity of luxury brands, 2) to study consumers-
purchase intention for luxury brands, 3) to study direct factors
affecting purchase intention towards luxury brands, and 4) to study
indirect factors affecting purchase intention towards luxury brands
through brand consciousness and brand equity to analyze information
by descriptive statistic and hierarchical stepwise regression analysis.
The findings revealed that the eight variables of the framework which
were: need for uniqueness, normative susceptibility, status
consumption, brand consciousness, brand awareness, perceived
quality, brand association, and brand loyalty affected the purchase
intention of the luxury brands (at the significance of 0.05). Brand
Loyalty had the strongest direct effect while status consumption had
the strongest indirect effect affecting the purchase intention towards
luxury brands. Brand consciousness and brand equity had the
mediators through the purchase intention of the luxury brands (at the
significance of 0.05).
Abstract: A company CSR commitment, as stated in its Social
Report is, actually, perceived by its stakeholders?And in what
measure? Moreover, are stakeholders satisfied with the company
CSR efforts? Indeed, business returns from Corporate Social
Responsibility (CSR) practices, such as company reputation and
customer loyalty, depend heavily on how stakeholders perceive the
company social conduct. In this paper, we propose a methodology to
assess a company CSR commitment based on Global Reporting
Initiative (GRI) indicators, Content Analysis and a CSR positioning
matrix. We evaluate three aspects of CSR: the company commitment
disclosed through its Social Report; the company commitment
perceived by its stakeholders; the CSR commitment that stakeholders
require to the company. The positioning of the company under study
in the CSR matrix is based on the comparison among the three
commitment aspects (disclosed, perceived, required) and it allows
assessment and development of CSR strategies.
Abstract: This study aimed to investigate the influence of selected antecedents, which were tourists’ satisfaction towards attractions in Bangkok, perceived value of the attractions, feelings of engagement with the attractions, acquaintance with the attractions, push factors, pull factors and motivation to seek novelty, on foreign tourist’s loyalty towards tourist attractions in Bangkok. By using multi stage sampling technique, 400 international tourists were sampled. After that, Semi Structural Equation Model was utilized in the analysis stage by LISREL. The Semi Structural Equation Model of the selected antecedents of tourist’s loyalty attractions had a correlation with the empirical data through the following statistical descriptions: Chi- square = 3.43, df = 4, P- value = 0.48893; RMSEA = 0.000; CFI = 1.00; CN = 1539.75; RMR = 0.0022; GFI = 1.00 and AGFI = 0.98. The findings indicated that all antecedents were able together to predict the loyalty of the foreign tourists who visited Bangkok at 73 percent.
Abstract: The purpose of this research was to study five vital
factors related to employees’ job performance. A total of 250
respondents were sampled from employees who worked at a public
warehouse organization, Bangkok, Thailand. Samples were divided
into two groups according to their work experience. The average
working experience was about 9 years for group one and 28 years for
group two. A questionnaire was utilized as a tool to collect data.
Statistics utilized in this research included frequency, percentage,
mean, standard deviation, t-test analysis, one way ANOVA, and
Pearson Product-moment correlation coefficient. Data were analyzed
by using Statistical Package for the Social Sciences. The findings
disclosed that the majority of respondents were female between 23-
31 years old, single, and hold an undergraduate degree. The average
income of respondents was less than 30,900 baht. The findings also
revealed that the factors of organization chart awareness, job process
and technology, internal environment, employee loyalty, and policy
and management were ranked as medium level. The hypotheses
testing revealed that difference in gender, age, and position had
differences in terms of the awareness of organization chart, job
process and technology, internal environment, employee loyalty, and
policy and management in the same direction with low level.
Abstract: Modern retailers such as hypermarket/supermarket
need to be more customer-oriented in order to survive in today-s
competitive business world. As a result, the investigation of
determinant factors of store loyalty becomes important issue for
modern retailing players. This study suggests that consumers- store
loyalty in the modern retailing market (hypermarkets and
supermarkets) is influenced by environmental factors (such as store
image, store personnel). Using a model of stimulus-organismresponse
(S-O-R), this research examines S-R relationship of store
loyalty. S-O-R framework is derived from the existence literature and
tested empirically based on Indonesian consumers- experience. The
stimuli for this study are store image, store personnel, satisfaction
and culture factors. Affect, or the consumers- liking to modern
retailing stores, mediates the chosen environmental factors on
consumer-s store loyalty. The findings showed that store image, store
satisfaction and culture have significant positive relationship to store
loyalty via affect.