Essays on Customer Loyalty Framework Case: Infant Formula Product Brand Recommenders
DOI:
https://doi.org/10.18034/ra.v7i1.237Keywords:
Customer Loyalty, Product, Brand, Customer behaviors, Customer loyalty modelAbstract
This thesis was conducted during the author's first year of a three-year PhD program at the IICSE University, USA. The thesis had its focus on exploring impacting factors and behaviors of product brand recommenders in relation to customer loyalty, which is an unexplored field of research in Thailand. Most research studies in Thailand focus on brand loyalty of end-customers, none has explored loyalty behaviors of product brand recommenders or product brand endorsers. Product brand recommenders/endorsers are those who recommend or endorse specific product brand(s) to potential end users and/or customers. Product brand recommenders might or might not be direct product brand users by nature.
Quantitative research methods were mainly used in this dissertation research. A case study of customer loyalty behaviors of infant formula brand recommenders was explored in detail. Primary survey pen-and-paper based questionnaire and the interviews were the major information sources of the empirical data for the research, complemented with secondary data sources where relevant. The theoretical framework aims to find knowledge for compiling the main elements of customer loyalty behaviors of product brand recommenders in this thesis. The results of the thesis were customer loyalty model developed for brand recommenders of any product.
Downloads
References
Aaker, D. (1991). ‘Managing Brand Equity: Capitalising on the Value of a Brand Name’. NY: The Free Press
Abdullah, R.B. 2012. The relationship between store band and customer loyalty in relating in Malaysia. Asian Social Science, Volume 8, Issue 2, pp 117-185.
Alloza, A. (2008). Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corporate Reputation Review, 11(4), 371-379.
Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating brandand customer perspectives on marketing management. Journal of Service Research, 5(1), 13-25.
Apéria, T., & Back, R. (2004). Brand relations management: bridging the gap between brand promise and brand delivery. Copenhagen Business School Pr.
Armstrong, G., Kotler, P., Harker, M., and Brennan, R. (2009). ‘Marketing an Introduction’ Financial Times Prentice Hall.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Chen, C. F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality
Management & Business Excellence, 22(9), 957-974.
Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism management, 29(4), 624-636.
Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 491-504. 60
Coulter, R. H., & Zaltman, G. (1994). Using the Zaltman metaphor elicitation technique to understand brand images. NA-Advances in Consumer Research Volume 21.
da Motta Filho, M. A. (2012). The brand experience manual: Addressing the gap between brand strategy and new service development. Leading through design, page 667.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the customer base of service providers: an examination of the differences between switchers and stayers. Journal of marketing, 64(3), 65-87.
Gremler, D. & Brown, S. 1999. The Loyalty Ripple Effect: Appreciating the full value of customers. International Journal of Service Industry Management, Volume 10, Issue 3, pp 271-28.
Griffin, J. 2002. Customer Loyalty: How to earn it how to keep it. United States of America: Jossey Bass.
Hanzaee, K. H., Khoshpanjeh, M., and Rahnama, A. (2011). Evaluation of the effects of product involvement facets on brand loyalty. African Journal of Business Management.
(16), 6964-6971.
Heskett, J.L., Jones, T.O., Loveman, G.W., Sasser, W.E. & Schelsinger, L.A. 2011. Putting the serviceprofit chain to work. Harvard Business Review.
Hoch, S. J., & Deighton, J. (1989). Managing what consumers learn from experience. The Journal of Marketing, 1-20.
Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. Perceived quality, 31(2), 31-57. 61
Jacoby, J., and Kyner, D, B. (1973). ‘Brand loyalty vs. Repeat purchase behavior’. Journal of marketing research, 10(1), 1-9.
Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18(4), 285-299.
Kan, W. H. (2002). The Study of Relation between Product Value, Brand Trust, Brand Affect and Brand Loyalty. Unpublished master thesis, Tamkang University, Taiwan.
Kapferer, J, N., and Laurent, G. (1985). Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement. Journal of Advertising Research. 25(6), 48-56.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
Kim, B. D., & Sullivan, M. W. (1998). The effect of parent brand experience on line extension trial and repeat purchase. Marketing Letters, 9(2), 181-193.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
Kotler, P., 'Marketing Management ' (Prentice-Hall, 7th edn, 1991)
Kuusik, A. (2007). Affecting customer loyalty: Do different factors have various influences in different loyalty levels?. The University of Tartu Faculty of Economics and Business
Administration Working Paper, (58-2007).
Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091-1111.
Luo, X., & Homburg, C. (2007). Neglected outcomes of customer satisfaction. Journal of Marketing, 71(2), 133-149. 62
McDonald, M. & Keen, P. 2000. The eProcess Edge: Creating customer value & business in the internet era. United States of America: The McGraw-Hill Companies.
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142.
Oliver, R.L. 1999. Whence consumer loyalty. Journal of Marketing. Volume 63, pp 33-44.
Quester, P., & Lim A.L. (2003). Product involvement/brand loyalty: is there a link? Journal of Product and Brand Management. 12(1), 1-22.
Reichheld, F.F. & Schefter, P. 2000. ELoyalty: Your secret weapon on the web. Harvard Business Review, Volume 78, Issue 4, pp 105-113.
Russell-Bennett, R., McColl-Kennedy, J. R., & Coote, L. V. (2007). Involvement, satisfaction, and brand loyalty in a small business services setting. Journal of Business Research, 60(12), 1253-1260.
Roth, M. S. (1992). Depth versus breadth strategies for global brand image management. Journal of Advertising, 21(2), 25-36.
Rowley, J. (1998). Quality measurement in the public sector: Some perspectives from the service quality literature. Total Quality Management, 9(2-3), 321-333.
Roy, S. (2011). ‘Brand Loyalty Measurement: A Framework’. SCMS Journal of Indian Management, 8(2), 112-122.
Santouridis, I., & Trivellas, P. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330343. 63
Shim, S. I. (2012). Enhancing brand loyalty through brand experience: Application of online flow theory (Doctoral dissertation, Auburn University).
Shukla, P. (2004). Effect of product usage, satisfaction and involvement on brand switching behavior. Asia Pacific Journal of Marketing and Logistics, 16(4), 82-104.
Son, K. et al., 2010. Resistance to Brand Switching When a Radically New Brand Is Introduced: A Social Identity Theory Perspective. Journal of Marketing Volume 74, pp.128– 146
Thomas, B. & Tobe, J. 2013. Anticipate: Knowing What Customers Need Before They Do. Available: http://site.ebrary.com/lib/samk/home.action. Accessed 6 August 2017
Upamannyu, N. K., & Mathur, G. (2013, January). Effect of brand trust, brand affect and brand image on customer brand loyalty and consumer brand extension attitude in FMCG
sector. In PRIMA (Vol. 3, No. 2, p. 1). Publishing India Group.
Zeithaml, V. A. & Bitner, M. J. 2003. Services Marketing - Integrating Customers Focus across the Firm, Third Edition. Boston: McGraw-Hill.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
--0--
Downloads
Published
Issue
Section
License
Copyright (c) 2019 Kitcha Ing-udomnoogoon
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
ABC Research Alert is an Open Access journal. Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-NC 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of their work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal. We require authors to inform us of any instances of re-publication.
