Pub Date : 2020-07-17DOI: 10.1080/15332667.2020.1717282
Pradeep Kautish, Rajesh K Sharma, A. Khare
Abstract The present study aims to develop a multi-item scale to measure the online consumption emotion (OCE) to facilitate understanding of relationship marketing. Qualitative and quantitative approaches were employed, and psychometric procedures were followed for the scale development. The initial pool of scale items was tested using EFA with SPSS (v. 21.0), and CFA with AMOS (v. 18.0) to confirm the dimensionality of OCE scale. The EFA results revealed that OCE is a five-dimensional construct which consisted of 39 items. The scale includes excitement, comfort, ecstasy, annoyance and romance. The adequacy of employing a categorical approach to assess online shoppers’ emotional experiences in terms of positive/negative responses is required for online relationship marketing orientation. The online consumption emotion scale can be used to understand individual’s online shopping behavior. The findings can help online marketers to envisage relationship marketing strategies to increase their retail customer base, retain customers, improve positive word-of-mouth, and to improve relationship marketing for long-term profitability.
{"title":"Multi-Item Scale Development for Online Consumption Emotion Construct And Psychometric Evaluation for Relationship Marketing","authors":"Pradeep Kautish, Rajesh K Sharma, A. Khare","doi":"10.1080/15332667.2020.1717282","DOIUrl":"https://doi.org/10.1080/15332667.2020.1717282","url":null,"abstract":"Abstract The present study aims to develop a multi-item scale to measure the online consumption emotion (OCE) to facilitate understanding of relationship marketing. Qualitative and quantitative approaches were employed, and psychometric procedures were followed for the scale development. The initial pool of scale items was tested using EFA with SPSS (v. 21.0), and CFA with AMOS (v. 18.0) to confirm the dimensionality of OCE scale. The EFA results revealed that OCE is a five-dimensional construct which consisted of 39 items. The scale includes excitement, comfort, ecstasy, annoyance and romance. The adequacy of employing a categorical approach to assess online shoppers’ emotional experiences in terms of positive/negative responses is required for online relationship marketing orientation. The online consumption emotion scale can be used to understand individual’s online shopping behavior. The findings can help online marketers to envisage relationship marketing strategies to increase their retail customer base, retain customers, improve positive word-of-mouth, and to improve relationship marketing for long-term profitability.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1717282","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45899045","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-16DOI: 10.1080/15332667.2020.1717277
T. Suryani, Abu Amar Fauzi, Moch. Nurhadi
Abstract Social media has been happening recently as one of the primary essential media to communicate between consumers and companies. At this point, interaction in social media generates an evaluation process made by consumers toward the quality of social media service delivered by companies. Therefore, social media quality becoming a critical point to discuss. This current research primarily focuses on developing SOME-Q Model for assessing the consumer perception social media quality of Small Medium-sized Enterprises (SMEs). The exploratory factor analysis by using PLS-SEM was performed to analyze the 398 collected data from consumers of SMEs in Jakarta, Bandung, Yogyakarta and Surabaya who had ever made a transaction through social media, especially Instagram. The findings formulated that the four-dimensional scale of SOME-Q consisting of clarity, attractiveness, interactive and relevance enables to examine the quality of social media usage by SMEs. In building the robust model of SOME-Q, the model was also tested by examining the influence of SOME-Q toward brand awareness and brand image, in which the results showed that the SOME-Q model has a significant impact in improving both brand awareness and brand image. Finally, the present research provides a managerial application for SMEs in developing content management to maintain good online interaction with their consumers through social media.
{"title":"SOME-Q: A Model Development and Testing for Assessing the Consumers’ Perception of Social Media Quality of Small Medium-Sized Enterprises (SMEs)","authors":"T. Suryani, Abu Amar Fauzi, Moch. Nurhadi","doi":"10.1080/15332667.2020.1717277","DOIUrl":"https://doi.org/10.1080/15332667.2020.1717277","url":null,"abstract":"Abstract Social media has been happening recently as one of the primary essential media to communicate between consumers and companies. At this point, interaction in social media generates an evaluation process made by consumers toward the quality of social media service delivered by companies. Therefore, social media quality becoming a critical point to discuss. This current research primarily focuses on developing SOME-Q Model for assessing the consumer perception social media quality of Small Medium-sized Enterprises (SMEs). The exploratory factor analysis by using PLS-SEM was performed to analyze the 398 collected data from consumers of SMEs in Jakarta, Bandung, Yogyakarta and Surabaya who had ever made a transaction through social media, especially Instagram. The findings formulated that the four-dimensional scale of SOME-Q consisting of clarity, attractiveness, interactive and relevance enables to examine the quality of social media usage by SMEs. In building the robust model of SOME-Q, the model was also tested by examining the influence of SOME-Q toward brand awareness and brand image, in which the results showed that the SOME-Q model has a significant impact in improving both brand awareness and brand image. Finally, the present research provides a managerial application for SMEs in developing content management to maintain good online interaction with their consumers through social media.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1717277","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49583921","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-02DOI: 10.1080/15332667.2019.1688598
Waseem Bahadur, A. Khan, Ahsan Ali, Muhammad Usman
Abstract This study examines the indirect effect of employee empathy on service loyalty through the intervening effect of trust in and satisfaction with service employees during service interactions. Data were obtained through a self-administered questionnaire from university students. A total of 410 useable responses were used to perform data analysis. Confirmatory factor analysis, structural equation modeling, and bootstrapping for indirect effects were conducted to test the hypotheses. The results show a significant effect of employee empathy on trust in service employee and satisfaction with service employee during customer–employee interactions. Also, satisfaction with a service employee showed a significant effect on service loyalty during service interactions. The study enhances the understanding of empathy within banking services during interactions between service employees and customers. It also provides insights for service managers and frontline service employees on how empathy develops customer’s trust and satisfaction with service employee.
{"title":"Investigating the Effect of Employee Empathy on Service Loyalty: The Mediating Role of Trust in and Satisfaction with a Service Employee","authors":"Waseem Bahadur, A. Khan, Ahsan Ali, Muhammad Usman","doi":"10.1080/15332667.2019.1688598","DOIUrl":"https://doi.org/10.1080/15332667.2019.1688598","url":null,"abstract":"Abstract This study examines the indirect effect of employee empathy on service loyalty through the intervening effect of trust in and satisfaction with service employees during service interactions. Data were obtained through a self-administered questionnaire from university students. A total of 410 useable responses were used to perform data analysis. Confirmatory factor analysis, structural equation modeling, and bootstrapping for indirect effects were conducted to test the hypotheses. The results show a significant effect of employee empathy on trust in service employee and satisfaction with service employee during customer–employee interactions. Also, satisfaction with a service employee showed a significant effect on service loyalty during service interactions. The study enhances the understanding of empathy within banking services during interactions between service employees and customers. It also provides insights for service managers and frontline service employees on how empathy develops customer’s trust and satisfaction with service employee.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1688598","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41703147","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-02DOI: 10.1080/15332667.2019.1664873
Yu-Ting Huang
Abstract In the last several decades the internal marketing (IM) concept has emerged as a key notion in marketing and human resource management (HRM) debates on future development. IM refers to the fact that the concept of external marketing to apply inside of an organization. The use of the concept can be traced to wider HR processes, which have influenced on employee, organization, and customer. This conceptual paper reviews the literature within the adapting platform and focuses on qualitative, critical approaches to evaluation. The framework highlights the important influence of context (the issue of the IM program is addressing) and identifies multi-dimensions which may influence on employee. The analytical framework presented is useful for practitioners developing internal marketing processes, and for researchers interested in empirical studies which seek to evaluate IM practice.
{"title":"Internal Marketing and Internal Customer: A Review, Reconceptualization, and Extension","authors":"Yu-Ting Huang","doi":"10.1080/15332667.2019.1664873","DOIUrl":"https://doi.org/10.1080/15332667.2019.1664873","url":null,"abstract":"Abstract In the last several decades the internal marketing (IM) concept has emerged as a key notion in marketing and human resource management (HRM) debates on future development. IM refers to the fact that the concept of external marketing to apply inside of an organization. The use of the concept can be traced to wider HR processes, which have influenced on employee, organization, and customer. This conceptual paper reviews the literature within the adapting platform and focuses on qualitative, critical approaches to evaluation. The framework highlights the important influence of context (the issue of the IM program is addressing) and identifies multi-dimensions which may influence on employee. The analytical framework presented is useful for practitioners developing internal marketing processes, and for researchers interested in empirical studies which seek to evaluate IM practice.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1664873","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49557025","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-02DOI: 10.1080/15332667.2019.1664877
Hechmi Najjar
Abstract Today, service quality is a major driver enhancing and consolidating the relationship between consumers and their service providers. The diversity of research in this context revealed a gap between empirical results which investigated the relational consequences of service quality, and showed missing studies that allowed generalizing and specifying the perspectives of the service quality in the relational domain. So, this research suggests a Meta-Analytic Structural Equation Modeling (MASEM) to validate a synthetic model integrating perceived quality, satisfaction and loyalty. It is based on 43 recent academic research derived from 22 countries. The results validated the meta-analytic structural model and showed that the service environment moderates causal links between perceived quality, satisfaction and loyalty.
{"title":"Relational Perspectives of Perceived Service Quality in the Online and Offline Environments: A Meta-Analysis","authors":"Hechmi Najjar","doi":"10.1080/15332667.2019.1664877","DOIUrl":"https://doi.org/10.1080/15332667.2019.1664877","url":null,"abstract":"Abstract Today, service quality is a major driver enhancing and consolidating the relationship between consumers and their service providers. The diversity of research in this context revealed a gap between empirical results which investigated the relational consequences of service quality, and showed missing studies that allowed generalizing and specifying the perspectives of the service quality in the relational domain. So, this research suggests a Meta-Analytic Structural Equation Modeling (MASEM) to validate a synthetic model integrating perceived quality, satisfaction and loyalty. It is based on 43 recent academic research derived from 22 countries. The results validated the meta-analytic structural model and showed that the service environment moderates causal links between perceived quality, satisfaction and loyalty.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1664877","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42927461","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-02DOI: 10.1080/15332667.2019.1688597
Yo-ichi Watanabe
Abstract The purpose of this study is to examine the interrelationships among value co-creation, switching costs (SC), and customer share (CS) in both business-to-business (B2B) and business-to-consumer (B2C) relationships. In spite of increasing attention to value co-creation in the Service Dominant Logic, there are only a limited number of empirical studies on this concept. Furthermore, few researchers have investigated the inter-relationship among value co-creation, SC, and CS in a single framework for both B2B and B2C relationships, although many enterprises serve both types of customers. The conceptual framework is developed primarily based on relationship marketing and services marketing. This study evaluates six hypotheses, analyzing survey data from 209 enterprises and 337 individuals by structural equation modeling (SEM). Further, confirmatory factor analysis (CFA) is conducted to confirm the convergent validity and discriminant validity. In conclusion, the positive impact of execution of value co-creation (EVC) activities on SC and CS is supported with appropriate statistical evidence in both B2B and B2C relationships. Also, the causal relationship between values in relational exchanges (VRE) and CS is confirmed with adequate empirical findings for both relationships. These results suggest to marketing managers that service firms may achieve larger CS by executing value co-creation activities and providing VRE for customers.
{"title":"Value Co-Creation in Business-to-Business and Business-to-Consumer Service Relationships","authors":"Yo-ichi Watanabe","doi":"10.1080/15332667.2019.1688597","DOIUrl":"https://doi.org/10.1080/15332667.2019.1688597","url":null,"abstract":"Abstract The purpose of this study is to examine the interrelationships among value co-creation, switching costs (SC), and customer share (CS) in both business-to-business (B2B) and business-to-consumer (B2C) relationships. In spite of increasing attention to value co-creation in the Service Dominant Logic, there are only a limited number of empirical studies on this concept. Furthermore, few researchers have investigated the inter-relationship among value co-creation, SC, and CS in a single framework for both B2B and B2C relationships, although many enterprises serve both types of customers. The conceptual framework is developed primarily based on relationship marketing and services marketing. This study evaluates six hypotheses, analyzing survey data from 209 enterprises and 337 individuals by structural equation modeling (SEM). Further, confirmatory factor analysis (CFA) is conducted to confirm the convergent validity and discriminant validity. In conclusion, the positive impact of execution of value co-creation (EVC) activities on SC and CS is supported with appropriate statistical evidence in both B2B and B2C relationships. Also, the causal relationship between values in relational exchanges (VRE) and CS is confirmed with adequate empirical findings for both relationships. These results suggest to marketing managers that service firms may achieve larger CS by executing value co-creation activities and providing VRE for customers.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1688597","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43888394","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-06-10DOI: 10.1080/15332667.2019.1688600
L. Herman, S. Sulhaini, Naili Farida
Abstract The concept of this research springs from the controversy of previous research findings on the effect of Customer Relationship Management (CRM) which is seen as an integrated concept and applied only to large companies and is rarely to small and medium enterprises (SMEs). The main purpose of this research is to build a model and to investigate the effect of e-CRM capability, which is a development of the traditional CRM with internet technology support, as an effort in improving the marketing performance of SMEs through the exploration of innovative products development to address the gap. Innovation on products and services is a key component of SMEs business as a series of efforts to enhance their competitiveness in attaining superior business performance. However, SMEs have to be wary of innovation made if it is unplanned and not knowing their customers well. CRM comes to light as a management approach that enables companies to identify, fascinate, and increase profitable retention of customers through a good management relationship with customers as a support for innovative product development capability. The design of this research was descriptive research design. The data collection employed survey method with questionnaires distributed to 150 respondents of owners and managers of SMEs in Indonesia. The questionnaires were then processed and analyzed with Structural Equation Modeling (SEM) with Amos 20.0 software.
{"title":"Electronic Customer Relationship Management and Company Performance: Exploring the Product Innovativeness Development","authors":"L. Herman, S. Sulhaini, Naili Farida","doi":"10.1080/15332667.2019.1688600","DOIUrl":"https://doi.org/10.1080/15332667.2019.1688600","url":null,"abstract":"Abstract The concept of this research springs from the controversy of previous research findings on the effect of Customer Relationship Management (CRM) which is seen as an integrated concept and applied only to large companies and is rarely to small and medium enterprises (SMEs). The main purpose of this research is to build a model and to investigate the effect of e-CRM capability, which is a development of the traditional CRM with internet technology support, as an effort in improving the marketing performance of SMEs through the exploration of innovative products development to address the gap. Innovation on products and services is a key component of SMEs business as a series of efforts to enhance their competitiveness in attaining superior business performance. However, SMEs have to be wary of innovation made if it is unplanned and not knowing their customers well. CRM comes to light as a management approach that enables companies to identify, fascinate, and increase profitable retention of customers through a good management relationship with customers as a support for innovative product development capability. The design of this research was descriptive research design. The data collection employed survey method with questionnaires distributed to 150 respondents of owners and managers of SMEs in Indonesia. The questionnaires were then processed and analyzed with Structural Equation Modeling (SEM) with Amos 20.0 software.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1688600","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46665032","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-04-30DOI: 10.1080/15332667.2020.1756026
Muhammad Asif Khan, M. Zulqarnain, Z. Bhatti, A. Raza
Abstract Using the categorization theory, this study explores the effects of higher-order functional and symbolic benefits on brand love (BL). It further studies the relationships between BL and consumers’ behavioral responses (positive word-of-mouth, willingness to pay a price premium, resistance to negative information and brand loyalty). The data were collected from 321 smartphone users, applying cross-sectional design, and analyzed by PLS-Structural Equation Modeling. The results show that perceived functional and symbolic benefits significantly predict consumer’s love for smartphone brands. Moreover, BL significantly mediates the relationships between higher-order antecedents and behavioral outcomes. This study theoretically contributes to the BL literature by establishing the generalizability of BL measure and reassuring the universality of its consequences in the Asian context for smartphone users.
{"title":"Higher-Order Utilitarian and Symbolic Antecedents of Brand Love and Consumers’ Behavioral Consequences for Smartphones","authors":"Muhammad Asif Khan, M. Zulqarnain, Z. Bhatti, A. Raza","doi":"10.1080/15332667.2020.1756026","DOIUrl":"https://doi.org/10.1080/15332667.2020.1756026","url":null,"abstract":"Abstract Using the categorization theory, this study explores the effects of higher-order functional and symbolic benefits on brand love (BL). It further studies the relationships between BL and consumers’ behavioral responses (positive word-of-mouth, willingness to pay a price premium, resistance to negative information and brand loyalty). The data were collected from 321 smartphone users, applying cross-sectional design, and analyzed by PLS-Structural Equation Modeling. The results show that perceived functional and symbolic benefits significantly predict consumer’s love for smartphone brands. Moreover, BL significantly mediates the relationships between higher-order antecedents and behavioral outcomes. This study theoretically contributes to the BL literature by establishing the generalizability of BL measure and reassuring the universality of its consequences in the Asian context for smartphone users.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1756026","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45769735","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-04-30DOI: 10.1080/15332667.2020.1755948
Reza Fazli-Salehi, M. Azadi, Ivonne M. Torres, M. Zúñiga
Abstract This study evaluates the antecedents and outcomes of brand identification with Apple products on purchase intention among Iranian consumers. Our objectives were to assess self-expressiveness (as a hedonic aspect) and perceived quality (as a utilitarian aspect) to examine the drivers of consumers’ brand identification. This study evaluates the effect of brand identification on brand loyalty as well as the effect of brand social self-expressiveness (as a social factor) and perceived quality (as a utilitarian aspect) on brand identification. The studied population consists of all customers of digital goods who have owned at least one Apple product in the past. In this study, 9 stores located in Tehran were selected and 600 questionnaires were delivered data collection. The data collected was analyzed using structural equation modeling (SEM). The results of this study reveal that brand identification positively affects both purchase intention and brand loyalty. Additionally, the findings reject the role of perceived quality as an effective factor in brand identification. However, self-expressiveness was found to affect purchase intention and loyalty, through a mediation effect of brand identification. This study contributes to social identity and self-expansion theory as well as benefits marketers understand the dynamics of consumers’ brand identification.
{"title":"Antecedents and Outcomes of Brand Identification with Apple Products among Iranian Consumers","authors":"Reza Fazli-Salehi, M. Azadi, Ivonne M. Torres, M. Zúñiga","doi":"10.1080/15332667.2020.1755948","DOIUrl":"https://doi.org/10.1080/15332667.2020.1755948","url":null,"abstract":"Abstract This study evaluates the antecedents and outcomes of brand identification with Apple products on purchase intention among Iranian consumers. Our objectives were to assess self-expressiveness (as a hedonic aspect) and perceived quality (as a utilitarian aspect) to examine the drivers of consumers’ brand identification. This study evaluates the effect of brand identification on brand loyalty as well as the effect of brand social self-expressiveness (as a social factor) and perceived quality (as a utilitarian aspect) on brand identification. The studied population consists of all customers of digital goods who have owned at least one Apple product in the past. In this study, 9 stores located in Tehran were selected and 600 questionnaires were delivered data collection. The data collected was analyzed using structural equation modeling (SEM). The results of this study reveal that brand identification positively affects both purchase intention and brand loyalty. Additionally, the findings reject the role of perceived quality as an effective factor in brand identification. However, self-expressiveness was found to affect purchase intention and loyalty, through a mediation effect of brand identification. This study contributes to social identity and self-expansion theory as well as benefits marketers understand the dynamics of consumers’ brand identification.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1755948","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45597675","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-04-22DOI: 10.1080/15332667.2020.1756025
R. Jayanti
Abstract Trust has been referred to as the single most powerful relationship marketing tool available to marketers with robust empirical support for the trust—loyalty relationship. However, are there contexts where consumers discount trustworthy providers in their loyalty decisions? Informed by institutional theory, the current study examines consumer evaluations of institutional context as a moderator for the trust—loyalty relationship. Structural equation modeling is used to test a sample of 775 auto parts retail shoppers. Results show that the received wisdom of the trust—loyalty mechanism in the relationship marketing theory is supported only when the institutional context is evaluated as ambivalent where trust/distrust evaluations co-exist. However, institutional context evaluations dominated by trust as well as distrust support retailer value as a mechanism for retailer loyalty. Implications for relationship marketing research and practice from the institutional theory lens conclude the paper.
{"title":"An Institutional Theory Perspective on Retailer Loyalty","authors":"R. Jayanti","doi":"10.1080/15332667.2020.1756025","DOIUrl":"https://doi.org/10.1080/15332667.2020.1756025","url":null,"abstract":"Abstract Trust has been referred to as the single most powerful relationship marketing tool available to marketers with robust empirical support for the trust—loyalty relationship. However, are there contexts where consumers discount trustworthy providers in their loyalty decisions? Informed by institutional theory, the current study examines consumer evaluations of institutional context as a moderator for the trust—loyalty relationship. Structural equation modeling is used to test a sample of 775 auto parts retail shoppers. Results show that the received wisdom of the trust—loyalty mechanism in the relationship marketing theory is supported only when the institutional context is evaluated as ambivalent where trust/distrust evaluations co-exist. However, institutional context evaluations dominated by trust as well as distrust support retailer value as a mechanism for retailer loyalty. Implications for relationship marketing research and practice from the institutional theory lens conclude the paper.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2020.1756025","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42215284","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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