Loyalty (Marketing)

Benefits of customer loyalty scheme and brand loyalty programmes of Accor Hotels: A case study based on Mercure London City Bankside Hotel.

The research on the subject of customer loyalty in the hotel industry and fostering such loyalty through a multi-brand loyalty programme by Accor group of hotel evaluates the concepts relating to behavioural and attitudinal loyalty. It was found that loyalty programs not only reward the customers for repeat purchase behaviour, but also has an important strategic role in collecting the information about the customers. The various viewpoints relating to the implementation of loyalty programs, design of reward schemes and the utilisation of information collected from the customer are discussed. In the case of Accor hotels, there are several brands with differentiated service offerings and the reward scheme is an integrated one. The Accor hotels reward scheme provides points to the customers for staying in the participating hotels/brands such as Sofitel, Pullman, MGallery, Grand Mercure, Novotel, Suite Novotel, Mercure, Adagio, Ibis and Spa.
Through convenience sampling method two managers and four junior managers in the marketing department were interviewed. From the research, and mostly through the interview data it was found that the customers are able to accrue the points for their stay and spend at the hotel, and redeem their loyalty benefits at more than 2500 participating hotels from the lower end Ibis (budget hotel) to the upper end luxury Sofitel and Pullman hotels. The customers are able to exchange these reward points at various points of sale such as at the airports, taxis and related travel services. All the redemptions are targeted at the travelling customer and their needs and hence travelling customers are benefitted. The loyalty programme is also inducing the customer to spend more as the rewards collected can be redeemed against the services of the different hotel properties.
Since there is collaboration between travel and hospitality organisations, Accor hotel is benefitting significantly. It is clear that with the entire organisation the Mercure Hotel is also benefitting from the multi-brand loyalty scheme. The customers at the bottom of the pyramid in the brand structure of Accor group would be moving upwards and there are a considerable number of properties under the lower mid-scale and lowest scale such as the Ibis. The recommendations is to target and capture restaurant customers with the help of direct sales approach from the waiters and customer facing employees in the restaurant to become member in the loyalty programme. The customer-facing employee’s right from the lobby to the restaurant should be provided training to give special service to such repeat customers.

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Brand loyalty and brand trust are known to be the fundamental aspect of brand management. Brand loyalty is important to many companies as it increases their profit as well as market share. Customers tend to choose the brand which they had put their trust and continue using the similar brand rather than taking risks by purchasing a new and unfamiliar brand. Thus, brand trust also plays an important role in influencing the behavior of customers, especially during their decision making process. A summary of the literature review has been designed in this paper, which was retrieved from the previous studies (from the year 1998 to 2016). Even though several factors have been examined separately in the previous researches, too little attention is focusing on examining the combined effects of the brand management's elements towards the brand loyalty, especially with the present of the brand trust as the mediating variable. Thus, this paper has been written in attempting to understand the concept of brand management, which includes its significance, dimensions and factors that influence brand loyalty.

Targeting, acquiring, and retaining the “right” customers is at the core of many successful service firms. The objective is to build the relationships and develop loyal customers who will contribute to a growing volume of business with the firm in the future. Managing Customer Relationships and Building Loyalty emphasizes the importance of desirable, loyal customers within the chosen segments, and the painstaking process to build and maintain their loyalty through well-conceived relationship marketing strategies. This book is the tenth book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

Granting of discounts and rebates is a common practice of commercial life and a major tool for price competition. Manufacturers offer discounts and rebates to their customers for mainly two reasons: to increase their sales in favor of their competitors and to encourage retailers to promote their products.  These practices increase welfare and thus serve for the objects of the competition policy as they lower prices, increase production and diversify consumer preferences. In some cases however, discounts and rebates may take the form of “predatory pricing”, “de-facto tying”, “exclusive dealing” or “discrimination” and therefore may lower consumer surplus or total surplus. The fact that discounts and rebates may generate competitive effects as well as anticompetitive ones; a competition inquiry necessitates the examination of the impacts that these practices have on market dynamics. On the other hand, since rebates and discounts arise in many forms and varieties, it is generally complicated and problematic to analyze them in a comprehensive and coherent way.  This study attempts to explain the different points of views in competition law, for the assessment of rebates and discounts as a unilateral act by covering the theoretical approaches and practical applications. To this end, first a conceptual framework is developed. Second, theoretical approaches regarding competitive and anticompetitive effects of these practices are analyzed. The EU and US case-law regarding discounts and rebates are dealt with in the third chapter. An economic approach regarding the assessment of discounts and rebates is discussed in the fourth chapter in the light of the analysis given in the second chapter. The rest of the study is devoted to the explanation and analysis of Turkish Competition Law applications regarding rebates and discounts.

The aim of this article is to investigate perceived loyalty program benefits inherent in loyalty programs and how they might affect relationship quality, specifically in the South African FMCG sector. A
quantitative study was undertaken where loyalty program members were approached via a national database. Hypotheses were individually tested by means of regression analysis. All three forms of perceived benefits exhibited positive relationships with each of the relationship quality constructs. Retailers that are considering which benefits to include in a loyalty program would find the results instructive. This article also adds to the international body of research in the field of relationship
marketing, customer loyalty and retail loyalty programs. This study reiterates the importance of loyalty program design and the potential for attitudinal change towards the retailer.

The popularity of loyalty programs worldwide shows that this is one of the most efficient marketing tools in highly competitive markets to retain customers. The saturation of loyalty schemes themselves can lead to a fierce competition between firms to gain wider penetration for their cards. The experience of the  customers regarding adoption of loyalty programs can affect their attitude towards the different attributes of the programs. We found that more experienced customers evaluate the importance ofthe soft attributes of the loyalty schemes higher.

Marketing is an important tool for the development of organizations. Innumerable strategies are used to get what every company wants: loyal customers. Thus, this work aims to show the workable fields of Relationship Marketing in Hospital Management. Hospitals selected Oswaldo Cruz and Sírio Libanês as a study underwent a process of image restructuring, with a view to increasing competition and changing patient (patient) behavior. The way of communication used with its target audience (patients) is done in two ways in an interview conducted by the ombudsman's office (client's direct communication channel with the institution's board of directors) or through the collection of a semi-structured questionnaire delivered to the patient / Or accompanying person at the time of discharge. It is concluded that the relationship marketing developed by the studied institutions, walks slowly and needs to be more widely publicized, so that the external client (patient) can identify the actions implemented by the institution, value them and become loyal.

This paper deals with long term loyalty programmes of selective grocery retailers who operate in the market within the Czech Republic. Only those loyalty programmes designed for the end customers are taken into account, so this study is concerned with the B2C area. A long term loyalty programmes last at least for one year, i.e. twelve months (this time determination is valid for purposes of this paper). The main aim of this paper is to identify the single elements and principles occurring in long term loyalty programmes and then to develop an illustrative model. The presented output is a model of long term loyalty programmes that captures the three following phases: the establishment, development (or building) and termination of the relationship.
In addition, from the empirical research, an interesting fact has emerged: two of the analysed long term loyalty programmes were launched at a similar time. This could be explained through the tendency for companies to copy the successful activities insigated by their competitors. Furthermore, the next remarkable phenomenon is that one grocery chain runs two long term loyalty programmes at the same time and the target groups of these programmes overlap. A possible explanation could be that the chain is making efforts to interest as many as possible of its different customers.

The study consists of an introduction, six chapters, conclusions and an apependix.
The first chapter shows transformations in the development of marketing concepts.
The second chapter analyses the basic terminology of relationship marketing, with a special attention paid to concepts of a brand loyalty.
The subject of discutionin the third chapter is the importance of customer loyalty in maintaining a sustainable competetive advantage of the firm. Particular emphasis was placed on the factors determining customer loyalty to the brand.
In the first part of the fourth chapter the author presents the main trends in the behaviour of Polish consumers. The second section contains a defininig characteristic of one of the surveyed groups 'Young Adults', and shows the most effective ways of influencing them to buy certain products and services.
The fifth chapter, which contains the results and metodology of the author's own research, shows the most important factors affecting the loyalty of young buyers.
In the sixth chapter the autor proposes a model approach to developing customer loyalty within the group of 'Young Adults'. Three variants of the model take into account specifics of selected group of products (nondurable goods, durable goods and services).
The last part of the work provides a copletion and final cocnclusions based on the considerations presented in all chaters.

Loyalty programs (LPs) have become a fundamental strategy to secure a greater part of consumer expenditure. The primary goal of this study was to investigate the relationship between value of LPs and its benefits to customers of FMCG retailers in Mahikeng in the North West province of South Africa. A cross-sectional survey design was used in this study, by means of the purposive sampling method. The scales used measured loyalty program impact (LPI), value of loyalty card (VLC) and customer loyalty (CL). After the preliminary data analysis, 380 questionnaires were deemed viable for analysis. The analyses conducted on the collected data were: reliability and validity analysis, descriptive analysis, exploratory factor analysis, correlation analysis and regression analysis. Customers preferred to patronise a loyalty program that provided good value as well as offering benefits. Loyalty programs were found to increase customer loyalty and stimulate relationships between retailers and customers. Furthermore, loyalty programs such as reward programs, point systems, discount program, and coupons contributed towards motivating customers' purchasing behaviour. Findings also showed that different forms of loyalty programs played a role in providing customers with sense of belonging and assisting in enticing potential customers. Lastly, a significant positive relationship was found to exist between loyalty programs and customer loyalty. The findings suggest that an increase in the services of a loyalty program could lead to increases in customer loyalty. The findings of this study have painted LPs as a marketing strategy that could enhance sales and generate sales growth for better growth of FMCG industries in the North West Province. Thus, the findings contribute to existing literature on FMCG retailers and loyalty programs. These findings

The research was developed on the concept that the frequent-flier program enables the retention of profitable customers and the development of loyalty. The aim of the research is a critical evaluation of the effectiveness of frequent player program retaining customers and developing loyalty through an analysis of the customers of British Airways. The objectives of research were to critically evaluate the concept of customer retention in the airline industry, analyse the effect of customer loyalty in the airline industry, analyse the frequent flyer programs employed by the airline's and in particular British Airways, to evaluate the effectiveness of the frequent flyer program in developing customer loyalty and to evaluate the effectiveness of the frequent flyer program into retaining profitable customers.
Most of the findings of the literature review were with regards to the life cycle of the customer which developed the concept of life cycle management and which is very much correlated with customer retention strategies. It was also found that the loyalty schemes developed by organisations are necessary reduced susceptibility to competition and switching. In order to evaluate the different concepts developed during the literature review primary data was collected from 60 customers of British Airways. The data analysis was conducted by dividing the responses collected from the customers into different tiers of the executive club loyalty program of British Airways. Based on the tier system the responses were divided and correlated with different aspects such as awareness of customer about the benefits of loyalty program, the types of usage in terms of international and domestic travel, the susceptibility to competitive action, comparison of the British Airways frequent flyer program with that of the competitors, the repeat purchase behaviour developed from the loyalty program and finally the development of price sensitivity, willingness to pay and switching cost.
It has been found that the loyalty programs reduce the susceptibility of the customers to competition but this is directly correlated with the life cycle of the customers and the life cycle of the customers has been found to have significant correlation with repeat purchase behaviour and the reduction of price sensitivity. It has been established that the frequent-flier program is effective in developing the switching cost which ensures that the customers search and evaluation costs are increasing. The conclusion is that the customer retention strategy through the loyalty program is ensuring the profitability from the retained customers because there is repeat purchase from the customers with a willingness to pay a premium price due to switching cost.

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Purpose – This study aims to propose a model of loyalty of airlines passengers in Malaysia. Further, it confirms various constructs extracted from the extensive review of literature.

Design/methodology/approach – A structured questionnaire was used to collect data from airline passengers at the KLIA (Kuala Lumpur International Airport). The items of this questionnaire were adopted from previous studies but modified accordingly. A total of 400 questionnaires were distributed and finally 327 usable cases were selected for analysis. Data analysis encompasses reliability tests, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA).

Findings – The data resulted in acceptably high reliability during the reliability tests. Five factors were extracted during EFA with one factor (service quality) resulting in three dimensions. The extracted factors were confirmed during CFA which indicated a good fit of the measurement model. In this case, a normed chi-square of 2.623, comparative fit index (CFI) of 0.918 , Tucker-Lewis index (TLI) of 0.908, and root mean square of approximation (RMSEA) of 0.071 indicating the same.
   
Originality/value – This paper attempts to validate a higher-order measurement model of loyalty in the airline industry of Malaysia. Many new constructs were introduced and confirmed during this research.


Keywords: Service quality, brand loyalty, customer satisfaction, airline industry, Malaysia.

The research is an integrative review based on an LGBT customer loyalty program, consumer behavior, customer relationship management, and communication published in six databases totaling 650 papers from 2015 to 2020 such as Communication & Mass Media Complete, Emerald Insight, ERIC, British Library, Gale Virtual Reference Library, and Google Scholar. Integrative content analysis was conducted on research, textbooks in marketing communication, and related fields to identify the factors that can effectively draw prospective LGBT customers. The theoretical model "SPECIAL" was proposed which responds to LGBT special and personal needs. The model comprises seven factors that reflect the characteristics of the LGBT. They are Sociality (S); Personalization (P); Emotional (E); Consumer-Centric (C); Integrated Marketing Communication (IMC); Personal Selling (I), Attitude of Brand (A); and Loyalty Program (L). This model can increase the brand experience of the LGBT customer. A further study to test the viability of the model is recommended.

The willingness of Tourists to revisit a destination is strongly influenced by tourist satisfaction which plays a vital role in improving destination loyalty. The present research aims to study destination loyalty of the tourists based on their satisfaction at the world heritage site of Ellora caves in India.The sampling group of the study consisted of 60 tourists who visited Ellora Caves in July 2019. Pearson correlation analysis was applied for data analysis. The study concluded that there was a positive and strong affiliation between tourist satisfaction and destination loyalty. Constructive suggestions like adherence of strict rules & regulations and quality training programmes for service providers were given to improve tourist's delight at Ellora Caves. The suggestions given are applicable for destination planners, and tourism authorities for future revisits.

We highlight a change in the study of loyalty taking a tourists-centered focus. We identify differences between the background of destination and horizontal loyalty. We consider some new explanatory factors of horizontal loyalty. We apply a comprehensive analysis with 6964 tourists from 17 European countries. A well-known European destination, Canary Islands (Spain) is investigated. a b s t r a c t Tourism loyalty is a key topic that has been covered in literature mainly from a very homogenous perspective. This study analyses horizontal loyalty (consumer's loyalty divided among several destinations), and explains the background factors that affect this behaviour (cognitive, affective and overall destination image; information sources; motivations; socio-demographic characteristics; previous behaviour; conative loyalty). The paper also identifies the differences between the explanatory factors of horizontal loyalty and one-single-destination loyalty. Applying a comprehensive analysis with 6964 tourists from 17 European countries in the context of Canary Islands (Spain), the study provides interesting recommendations for destinations with a view to better designing marketing activities and improving their coopetition strategies and competitiveness.

The objectives of this research were to know and to analyze of: 1. Marketing communication performance, service quality, corporate image and customer loyalty. 2.. The influence of marketing communication performance and service quality on corporate image, partially and simultaneously. 4. The influence of marketing communication performance and service quality oncustomer loyalty, partially and simultaneously. 5. The influence of corporate image on customer loyalty. The research used verification & descriptive type. The target populations in this research were the customer's entire of Perum Pegadaian in West Java Province. The number of samples were 250 customers which there collected by stratified sampling on 9 Branch office in West Java. The models of the influence among the variables were analyzed by using Structural Equation Model (SEM). This model was used because it consists of some latent variables which have causal relationship. The analysis of the model being investigated showed that the model has goodness of fit in explaining the relationship among variables. Further, it was found that Marketing Communication Performance and Service Quality have

Psychographics has been proposed as a valuable topic in the marketing literature. Also, it can be represented as latent variables which are related to the behaviors not only in the product or service discussions but also in the tourism activities. Besides, the tourism as the globally business can be understood in terms of the tourists' reflections in the different ways. Hence, the survey of original intentions of tourists is very precious subjects by regarding the causal relationship for exploring phenomena from their behavioral intentions. As psychographic constructs, which can impact in the different glances of the affect and cognitive systems, create new consumption patterns for purchasing and repurchasing tourism packages. Therefore, loyalty is significantly considered as a valuable construct for stakeholders and academic researchers. Consequently, the aim of this study is to find out loyalty from psychographic facet. To date, there is a bridge gap through the intervening psychographic constructs like lifestyle, personality, and travel satisfaction to achieve loyalty. Additionally, the current study suggested an integrated model through the contemplated constructs by employing Structural Equation Modeling (SEM) technique to ascertain an appropriate model by Goodness-Of-Fit (GOF) indices.

""ABSTRACT
Background: Effective leaders understand that loyal followers are the key for success. To win their loyalty, leaders usually build social exchange relations with them, through a wide range of behaviours, such as honouring agreements or using open and transparent communication. However, the effect of these behaviours on their followers’ loyalty can differ depending on followers’ individual differences, especially on relational traits such as agreeableness and extraversion.
Method: We explored the moderating role of followers’ agreeableness and extraversion on the relationship between authentic leadership (using transactional as reference group) and followers’ loyalty. A two-wave experiment, were 224 participants with and without work experience where randomly assigned to either a transactional or authentic leadership style conditions was conducted.
Results: Our results show that followers in the authentic leadership condition had higher levels of loyalty toward their leader. Moreover, followers’ agreeableness played a negative moderating role on this relationship while extraversion played a positive moderating role on it.
Conclusions: Our results indicate followers’ characteristics influence the effect of situational factors on their attitudes, such as loyalty, providing support for the need of a more integrative approach to leadership, were followers need to be considered as active elements of this influence process.
Keywords: authentic leadership; loyalty towards the leader; extraversion; agreeableness;

RESUMEN
Antecedentes: Los líderes efectivos entienden que la lealtad de sus seguidores es clave para el éxito. Para conseguirla, establecen intercambios sociales, a través de conductas tales como recompensar con justicia o utilizar una comunicación transparente. Sin embargo, el efecto de estas conductas sobre la lealtad de sus seguidores puede variar en función de las diferencias individuales de esos seguidores, en especial en aquellos aspectos que influyen en la forma en que se relacionan las personas, como por ejemplo su extroversión o afabilidad.
Método: Se realizó un experimento de diseño longitudinal donde 224 participantes, con o sin experiencia laboral, fueron asignados al azar a un líder con estilo auténtico o estilo transaccional.
Resultados: Nuestros resultados muestran que los seguidores bajo un líder auténtico, reportan mayores niveles de lealtad que aquellos bajo un líder transaccional. La afabilidad y la extroversión de los seguidores modulan la relación entre el estilo de liderazgo y la lealtad hacia el líder.
Conclusión: Las características de los seguidores modulan el efecto del estilo de liderazgo sobre las actitudes de los seguidores, apoyando la necesidad de un enfoque más integrativo al estudio del liderazgo, donde los seguidores han de ser considerados como elementos activos de este proceso.

Palabras clave: liderazgo auténtico; lealtad hacía el líder; extroversión; afabilidad;
""

This study applies complexity theory to explain how a cognitive-affective model indicates canal boat tour participants' desired behaviour. An in-situ survey was administered to collect data from 202 boat tour participants following a tour of the Canal du Faux-Rempart in Strasbourg, France. The study applies an asymmetrical analysis to investigate the cognitive-affective factors deriving participants' intentions to recommend canal boat tours. This study uses an asymmetrical approach to explore causal recipes from three configurations of socio-demographic factors with prior experience and cognitive and affective factors, leading to both high and low scores of recommendation intention. An analysis of necessary conditions was performed to identify the factors required to achieve the expected outcome. The results revealed that complexity theory supports causal interactions, leading to intention to recommend. Overall image, perceived quality, emotion and satisfaction are necessary factors to recommend canal boat tours. We discuss the theoretical and practical implications.

In private sector organizations, customer loyalty is a marketing-oriented outcome. The best way to gain customer loyalty, especially in the service industry, is to establish a long-term relationship with customers. This requires placing greater value on customers' feelings and needs. In addition, to adding value to organizations such as creating customer loyalty, strengthening corporate identity, image and reputation, it also contributes to services to increase customer awareness. In this study, a research was conducted on insurance companies serving as private sector organizations in Turkey. Within the scope of the research, a questionnaire was applied to a total of 214 people, 104 people receiving service from international insurance companies and 110 people receiving service from local insurance companies. According to the research data, a positive and significant correlation was found between “Desire to maintain a long-term relationship”, “Desire to recommend to others” and, “Satisfaction”, “Trust” and “Communicative competence” felt from the insurance company employees. Research data revealed that public relations perceptions have strategically positive effects on organizations' perceptions of social identity, reputation, emotional commitment of customers and acquiring new customers.

Model of relational loyalty management based on commitment in service relationships contains two main areas. The firstly, empathy which is presented by service supplier for well suited customer makes increase customer’s trust. This should lead to arising and/or reinforcing customer loyalty based on commitment. Personnel empathy has an important role in services, both, on the stage of preceding beginning of the process, where making promises is taking place and during realization of service processes. The second area of proposed model is related to managing by service supplier service process with key element of fulfilling promises, in the way, which maximize customer value in use. Keeping promises from service supplier side reinforce customer trust during simultaneous process of consumption and service providing. Further keeping promises leads to arising customer loyalty based on commitment. Loyalty based on commitment might be measure by the level of realization of loyalty behavior, which can be also interpreted as loyalty effects.

As noted by Fournier & Yao (1997) loyalty is a relational phenomenon and dynamic, relational models are needed to understand how loyalty changes over time. If we apply the Persuasion Knowledge Model to loyalty than we must consider that loyalty is dynamic as customers (and competitors) learn from marketer attempts.  This paper demonstrates how the critical incident technique can be used to identify persuasion episodes (cases where loyalty has been increased or decreased). Data was gathered using a questionnaire with open ended questions in five different countries. It were gained 259 descriptions of stories about loyalty increasing and 226 stories about loyalty decreasing. The text-analytic software Leximancer analysis generated four main groups of concepts related to issues such us: price, quality, changed and customer attitude and behaviour.

The literature acknowledges commitment as fundamental for nourishing and sustaining B2B relationship. Notwithstanding this importance, commitment has some predicaments that surround its conceptualisation. Additionally, the domain of SMEs and bank relationship in Nigeria lacks both conceptual proposition and empirical investigation. Based on these, a critical review of the literature on commitment is undertaken and a proposed framework of commitment is defined and presented. This study supports theory development by presenting, assessing and validating an instrument that evaluates commitment and intention from the perspective of the service user in the specific B2B and geographical context. Validated scale sets from reviewed studies are combined to assess commitment.  Data were collected from 199 SMEs via interviews with senior employees who have the most intimate knowledge of the SMEs' business relationships with their bank. Assessment involved exploratory factor analysis to determine underlying data structure, with internal reliability assessment of the identified factors. Commitment is established around two components; affective and calculative. The two-dimensional presentation of commitment is distinct. The originality and value of this paper is centred on the proposition and validation of a theoretical framework on commitment for this unique B2B context, thus extending and availing the concept into the Nigerian B2B relationship domain that is well under-represented in the literature.

A b s t r a c t: The identifications of consumers’ decision-making patterns is a crucial issue for marketing-oriented companies that strive for bringing innovations successfully to the market and for developing their offer - this is the absolute truth. To better understand consumer behaviours it is worth to consider clients as a business partners, that have their missions, visions and pursue their strategies. Following this assumption, the purpose of the article is to present an idea of defining consumers as a market entities and explain their behaviour in the light of the theory of management. The author of this paper uses literature review as a method to describe basic issues, which are both: the mission & vision statement of the consumer as first of them and the strategy
as the second one.

Cricket has always been known for its international level competitions ; however, recently, league-format has been introduced into it. The purpose of the current study is to investigate the motives of fans' loyalty (and disloyalty) in the context of Pakistan Super League (PSL). For this purpose, a longitudinal qualitative study was established among the PSL fans. The first study was conducted before the beginning of the PSL and the second study was conducted at the end of PSL. The responses of the participants indicated that the PSL fans have short-term and changeable loyalties. The study identified various reasons that motivate fans to detach from one team/athlete and attach to another team/athlete. In the context of teams, four motives emerged: performance, location, the team itself and the athlete; whereas, in the context of athletes, three different motives emerged: performance, off-field attributes and other on-field attributes. The results of the study are also discussed in the context of the previous literature. Resumen: El críquet siempre ha sido conocido por sus competiciones de nivel internacional; sin embargo, recientemente se ha introducido el forma-to de liga. El propósito del presente estudio es investigar los motivos de la lealtad (y deslealtad) de los seguidores de este deporte en el contexto de la Superliga de Pakistán (PSL). Para ello, se estableció un estudio cualitativo longitudinal entre los seguidores de la PSL. El primer estudio se realizó antes del comienzo de la PSL y el segundo estudio se realizó al final de la PSL. Las respuestas de los participantes indicaron que los seguidores de la PSL tienen lealtades cambiantes y a corto plazo. El estudio identificó varias razones que motivan a los seguidores a separarse de un equipo / deportista y unirse a otro equipo / deportista. En el contexto de los equipos, se encontra-ron cuatro motivos: rendimiento, ubicación, el equipo en sí y el deportista; mientras que, en el contexto de los deportistas, se encontraron tres motivos diferentes: rendimiento, atributos fuera del campo y otros atributos dentro del campo. Los resultados de este estudio también se discuten en el contex-to de la literatura previa.

The purpose of this study is to explain the effect of corporate image and customer relationship
management (CRM) on Telkomsel Cash (Tcash) customer satisfaction and loyalty in the Province of Bali. This
study uses a quantitative approach. The sample in this study were 140 Tcash customers who conducted
transactions in Bali using non-probability sampling methods and purposive techniques. The instrument of this
study used an online questionnaire which was analyzed using path analysis. The results of this study indicate that
corporate image and CRM have a significant positive effect on customer satisfaction and loyalty. Tcash needs to
maintain and improve the implementation of the customer relationship management program to increase
customer loyalty, Tcash can improve customer satisfaction by providing convenience, comfort and security in
digital transactions and its features are always up to date with technology and Tcash is expected to be able to
maintain and increase customer trust.
Keywords: Corporate Image, Customer Relationship Management, Satisfaction, Customer Loyalty, Tcash.

The concept of cognitive dissonance has been an important construct in consumer behaviour research ever since it was first suggested. However, longitudinal studies on dissonance related to other post-purchase constructs such as satisfaction, loyalty and complaint behaviour are still scarce. In part, this is due to difficulties in the actual measurement of dissonance. Building upon recent contributions, the current study is concerned with the relationship between dissonance and satisfaction and their impact on loyalty and complaint behaviour. One hundred and twenty-five consumers who purchased consumer electronics or household goods were interviewed twice: at the time of purchase and three months afterwards. The results suggest that dissonance and satisfaction are complementary constructs describing different facets of the mental state of the customer after the purchase. Cognitive dissonance and satisfaction govern a different array of actions. While satisfaction has an impact on loyalty, i.e. future purchase intention and word of mouth, cognitive dissonance contributes to the explanation of complaint behaviour.

De l'intention au comportement de fidélité. Le cas de la fréquentation de festivals de musique rock Résumé : Notre recherche traite de l'analyse dynamique des relations existant entre la satisfaction et l'intention de fidélité, d'une part, et entre la satisfaction et le comportement de fidélité, d'autre part. Elle a pour cadre le champ des services culturels et plus particulièrement les festivals de musique rock. Suite à une importante étude en face-à-face (1510 festivaliers interrogés), un panel interrogé par internet a été conduit sur une période d'un an. Il apparaît que la satisfaction transactionnelle individuelle a une influence éphémère sur l'intention de fidélité au festival l'année suivante et que celle-ci n'influence pas le comportement de fidélité. En revanche, le comportement de fidélité des accompagnateurs influe sur celui des festivaliers.

Loyalty reward schemes often have their own currency, for example, frequent flyer miles, which is a form of near money or quasi money. In  a variation of earlier work by Snelders, Hussein, Lea and Webley (1992), when examining both New Zealand (Study 1) and Hong Kong (Study 2) residents, respondents provided typicality ratings, similarity ratings, and answers and reaction times to the question “Is X a type of money?” for examples of money, near money and objects of value. The results from both studies showed that near money is conceptualised in a way that is like but distinct from legal tender. Two further studies investigated implications of this conceptualisation. Study 3 found that preferences for spending near money were influenced by the ostensible purpose of the currency, and Study 4 showed that near money seemed to be placed outside of regular legal tender mental accounts.

This paper considers Relationship Marketing as a business strategic tool and seeks to verify the existence of Benefit Clubs and their structure offered by the major insurance companies in Brazil, analyzing the presence and formatting of the programs. Through the content analysis methodology, we seek to infer its uses for the strengthening of the positioning of these companies. At the end of the paper we compare the best practices identified. The result of the analysis considers the differential obtained by the employment of programs that seek to create brand value and loyalty.

Human resources play important role in the services industry. One of the services industry which rely on the quality of the human resources as their internal marketing support is the educational organization. The School of Business and Economic (SBE) of Telkom University is one of them. The New Student Selection Commitee succeeded to attract the student to apply for the SBE. The research will explore whether the quality of services have an effect toward the loyalty of the SBE students. We use the student from class of 2012 and 2013, which consist of 889 students because they already involve in the services conducted by the SBE. We use descriptive analysis and simple linear regression. The service quality of SBE found as average, and the student loyalty also shown the average. The effect of the service quality towards student loyalty is linear and significant. The increase in the service quality could affect the student loyalty. There is an indication that there are other factors which contribute to the student loyalty. At least one of the measurement criteria for the loyalty need to be adjusted if used in measuring student loyalty, whether the student can be viewed as customer as they are the service/product materials.

This study is intended to investigate loyalty intention among members in the consumer cooperatives societies in
Malaysia and identifying factors that may constitute members loyalty in patronizing the cooperative stores. Most
of the study done across the globe on loyalty lies in investigating the unit of analysis of an ordinary customer and
not as ‘member’ per say. An individual person who joins a cooperative are called ‘member’. Guided by the
cooperative principles, these members join cooperative voluntarily and manage the cooperative in a democratic
and autonomous way through holding of certain portion of shares. What separates a member from a customer is
that, members are also a shareholder, stakeholder and owner of the cooperative as depicted by the principles.
Applying the Theory of Planned Behavior as the basis of this research, the authors try to propose a conceptual
framework by modifying the theory to suit the context and environment of this study.

This article proposes to provide an integrative model of push and pull motivation theory, Bourdieu's works on social and cultural capital of students in the higher education institutions (HEIs). This study examines how the social and cultural capital such as, social relationship, habits, socioeconomic status and student abilities, as well as the social and cultural capital of HEIs i.e., corporate social responsibility (CSR), faculty-student interaction, leadership for institution and institutional support influence students' motivation, satisfaction and loyalty. The theory of push and pull is one of the motivation theories that explain why students pursue higher education and choose a specific HEI. The college students come from diverse social and cultural background; therefore, they carry their own social and cultural capitals which influence their choices, motivation, and satisfaction. There is much less knowledge about the correlation between social and cultural capital and higher education, in literature, where ethnicity, race, and sex are the focus of a great deal of study in higher education. Moreover, there is lack of studies targeted in developing countries, which is clear from the intensive work on marketing and higher education service. For that, the study aims to improve the lack of experimental investigations, by developing a model that investigate and understand students' behaviors, with a focus on social and cultural capital of student and HEI.

Resumo: O trabalho insere-se em linha de investigação sobre Marketing de Relacionamento como ferramenta estratégica de negócios, busca aferir a existência e estrutura de Clubes de Vantagens ofertados pelas maiores operadoras de seguro no Brasil, analisando a presença e formatação dos programas, através de metodologia de análise de conteúdo, busca-se inferir seu uso referente a reforço de posicionamento. Tecem-se considerações acerca de melhores práticas detectadas. O resultado da análise considera o diferencial obtido pelo emprego de programas que buscam criar valor de marca bem como fidelização. Palavras-Chave: 1. Clubes de Vantagens 2. Marketing de Relacionamento 3.

V tem članku predstavimo sodobna izhodišča zvestobe uporabnikov ter programov zvestobe, ki jih podjetja razvijajo z namenom ohranjanja in nagrajevanja zvestih uporabnikov. Pri tem gremo še korak dlje, saj živimo v digitalnem svetu, kjer nove tehnologije omogočajo aplikacijo in uporabo novih programov zvestobe. V članku se osredotočamo na uporabo tovrstnih programov v obliki aplikacij na pametnih mobilnih telefonih. Na vzorcu več kot 400 uporabnikov v Sloveniji analiziramo všečnost in zanimivost koncepta tovrstnega programa, prednosti in slabosti, kot jih zaznavajo uporabniki, ter njihovo pripravljenost za sodelovanje v programu zvestobe z uporabo pametnega mobilnega telefona. V raziskavi smo ugotovili, da uporabniki kot glavno prednost predstavljenega programa zvestobe zaznavajo enostavnost uporabe, kot največjo slabost pa omejenost na uporabnike pametnih telefonov ter varnost in sledljivost uporabnikov. Uporabniki menijo, da je tovrsten program bolj zanimiv za vsakodnevne izdelke v primerjavi s preferenčnimi, in izkazujejo visoko stopnjo pripravljenosti po sodelovanju v tovrstnih programih. Rezultati se nanašajo le na uporabnikom predstavljeni program zvestobe z uporabo pametnega mobilnega telefona v Sloveniji. Kljub omejitvam so rezultati zanimivi za menedžerje v slovenskih podjetjih, saj jasno kažejo, za katere kategorije izdelkov so ti programi z vidika uporabnikov še posebej zanimivi in relativno veliko pripravljenost uporabnikov po sodelovanju v tovrstnih programih.

The purpose of this study was to investigate the effect of the performance of the customer service airline on the quality of experience and brand loyalty as well as the proposed model of the aviation industry and tourism in Indonesia. Given that Indonesia is a country that consists of thousands of islands flights superior service will attract more tourists to the International and Domestic. This study is based on a quantitative approach using the proportional method of sampling to determine the minimum sample size for the national airline less than the international flight. Some of the criteria considered in choosing the airline in Indonesia. It is based on the experience of customers who have used airline. This study can only be generalized to the community in which the group studies the target has been determined. Given that the study only examined the customer airline and tourism in Indonesia. And limited study population limit that context. This study will identify the relationship between perceived value and customer visits. The influence of the dimensions of the performance of services to the loyalty of the brand has not been studied in the aviation industry in Indonesia. From a practical or managerial perspective, this research will help managers airlines to give serious experience in handling and developing a marketing strategy in the aviation sector industry.

Objective: Identify a new model of predicting customer behavior based on new variables that can be used by marketing management and adapted to their business planning. Methodology: New model has been used, with the definition of new calculation systems of the traditional variables R, Recency, F, Frequency, and M, monetary value, (RFM), related to the business periods. Besides, activation in each period P becomes a key variable for constructing the purchase cohorts of customers and identifying their potential. A new variable, Activation Loyalty, is recognized as a good proxy of the likelihood of future customer purchases. The model builds a weighting through a multiple regression analysis obtaining β for each variable, including the periods of activation, presenting the relative effect of the variables, and the best global explanation of the model. Results: This new model, RFMAP, which includes Activation Periods and Activation Loyalty, presents a higher prediction accuracy and improvements over traditional models with a clear impact, useful and manageable lines of segmentation, and prioritization for marketing management in CRM systems. Limitations: The main limitation of this model consists that it is based on data of only one company, and it should show the value in other sectors and give a full insight through its transversal application. Practical implications: The involved advantages demonstrated better predictability and usefulness to decision-makers, not only to determine the best customers but also with lapsed ones. It gives a meaningful explanation of differences in customer behavior, which are present in the data and are being reflected in the model. Also, it provides a prescriptive pri-oritization of variables to be managed in the marketing plan and how to be implemented.