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Theories on customer loyalty
Service quality vs satisfaction
Theories on customer loyalty
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2.4 Customer Retention and Switching Behavior
Customer retention is one of the important and vital topics in the marketing literature. The more the customer is satisfied with the company service offered, the more the repurchase intention and the less switching behavior will be (Neimat, 2010).
Francis (2002) reports an investigation that customer retention is progressively being seen recently as an important managerial issue and a key objective of relationship marketing, especially in the context of saturated market such as Telecommunication marketplace or lower growth of the number of new customers. It has also been acknowledged that retaining customer is less cost than to acquire new customers.
As a result of understanding the preferences
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A further definition tackled the customer loyalty by Jones and Sasser, (1995) cited by Angelos (2008) as: "a feeling of attachment to or heart for a company’s folks, products & services". Additionally, Baker – Prewitt (2000), customer loyalty is "is the ultimate objective of customer satisfaction ". Accordingly, mobile service providers are trying to gain competitive advantage in order to strength the customer loyalty which become a key issue to them. Nowadays , companies tries by all means to increase the customer satisfaction due to the fierce competition in the marketplace and raise the perceived service quality in a way to gain customer loyalty in …show more content…
Bown and chen (2001) addresses three different approaches to define loyalty which are : (1) Behavior : which can be divided into consistency , repetitive purchase behavior ; (2) ; Attitude: which can be seen from emotional and psychological part ; (3) Composite: Mix between the first two factors. While , other researchers (Aydin and ozer , 2005 ; Odin et al. 2011) as cited by Abdellatif (2013) suggested that there are only two major approaches to define loyalty which are : (1) Stochastic: which addresses customer loyalty as behavior and (2) Deterministic: which addresses customer loyalty as an attitude.
That could take us to another question ; what if there is no loyalty?. According to Sathish et al., (2011) without customer loyalty , package of benefits will be lost and package of costs will be added to replace the one it has lost as discussed above. Therefore, Losing customer loyalty has a main drawback for present and future earnings for the
Brand Loyalty: By keeping long term vision in mind to regain customer loyalty and overall brand image by retaining current customer...
Most of us are pursuing retention, loyalty, service excellence, and customer experience differentiation. Let 's explore the nature of these goals:
In 1978 a complex definition of brand loyalty was proposed by Jacoby and Chestnut stating “a biased, behavioral response, expressed over time, by some decision-making unit, with respect to one or more brands out of set of such brands, and is a function of psychological processes” (Essays, UK). In 1994, Wilkie defined brand culture as, “a favorable attitude toward, and a consistent purchase of, a particular brand” (Essays, UK). These definition means that consumers are loyal if the attitude, and behavior is favorable. The better the attitude the more likely the brand will have a higher brand loyalty percentage. The last definition of brand loyalty evolved in 1997 by Oliver stating, “a deeply held commitment to repurchase or patronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts that have the potential to cause switching behavior” (Essays, UK).
Regarding the topic, customer retention and development, Customer retention is from “Changing customer neglect into customer satisfaction, then customer satisfaction into customer loyalty”. Loyal customers are the best marketing in town. It does not happen by magic, but it is not as difficult as it may seem.” In order to retain the existing customers, the company always keeps contacting the customer after they have bought a product from a beauty consultant. Marykay uses the Follow up after sale method to build a good relationship with them, and customers think your product will make them feel valued, even help customers feel they belong to your business.
Customer relationship marketing concept has been recognised many years ago. The interaction between seller and buyer is considered as a way to develop relationships by organisations to meet and exceeds customer satisfaction and needs, which leads to relationship marketing concept (Gordon, 2009; Jobber, 1998; Gummesson, 2002). The practice of customer relationships has to be collaborated with the use of CRM (Customer Relationship Management) as the practical tool, in which Gummesson offers to marketing studies to broaden the area of relationship marketing (RM). The definition of CRM follow from the RM definition is found in Gummesson (2002, p7):
“Traditionally, customer loyalty has been defined as a behavioural measure. These measures include proportion of purchase (Cunningham, 1966), probability of purchase (Farley, 1964; Massey, Montgomery, & Morrison, 1970), probability of product repurchase (Lipstein, 1959; Kuehn, 1962), purchase frequency (Brody & Cunningham, 1968), repeat purchase behavior (Brown, 1952), purchase sequence (Kahn, Kalwani, & Morrison, 1986), and multiple aspects of purchase behavior (Ehrenberg, 1988; DuWors & Haines, 1990)” (Kumara et al., 2004) While Khan (2013) defines customer loyalty as “the intention of repurchasing goods, stating that this is the goal of industry and loyalty is a deeply held commitment to re-buy or re-patronize a preferred product or service consistently in the future, thereby causing repetitive same-brand or same-brand set purchasing” (Khan, M, 2013). This suggests Khan (2013) proposes customer loyalty can be defined as a commitment to a brand or retailer where a consumer continuously repurchases from that specific brand. This can be based on numerous qualities and experiences which influence repetitive buying behaviour. There are many reasons why customer loyalty is important, including effective forecasting for the retailer when based on regular customers. Figure 1 shows the positive economic effects of customer loyalty online produced by Schrodter (2003) (Heinemann et al., 2010).
INTRODUCTION Customer retention refers to the activities and actions companies and organizations take to reduce the number of customer defections. The goal of customer retention programs is to help companies retain as many customers as possible, often through customer loyalty and brand loyalty initiatives. It is important to remember that customer retention begins with the first contact a customer has with a company and continues throughout the entire lifetime of the relationship. CHAPTER 1.
Customer loyalty is crucial to the long term survival of a business, particularly in the context of electronic commerce where it becomes essential from the point of view both economic and
The definition of customer retention is the number of customers doing business with a firm at the end of a financial year expressed as percentage of those who were active customers at the beginning of the year. Besides, for customer development is the process of growing the value of retained customers.
Customer loyalty related to the degree of customer satisfaction, it is a quantitative concept. Customer loyalty is due to the quality, price, service, and many other factors, make the customers of a enterprise products or services produced feeling, to form a preference for and the extent of the long-term repeat purchase this enterprise product or service.
While some companies aim to grow their customer base, the successful ones recognize the importance of increasing customer lifetime value. Repeat loyal customers offer more value to your business--generating over 10x more revenue.
Customer Retention : customer returns and buys for a second time. This is most likely to be the purchase of a similar product or service, or the next level of product or service
The three concepts, consumer, customer and client, have been identified in referring to the target market of any firm. No precise differentiation between the concepts of consumer and customer has been made (Gray 2007:66). Many authors use the concepts consumer and customer interchangeably without offering an explanation why one concept is preferred to the other in a particular context. Additionally, the concepts customer and client are used interchangeably by some authors. It is important to note that relationship marketing is a widely used concept of Relationship marketing does not only refer to the management of the relationships a producer and/or marketer of physical products have with customers, but is also applicable to the management of a service firm’s relationships with its clients. In addition, customer retention refers to the fact that firms, including firms providing physical products and firms providing services, maintain their existing consumers. Therefore, for the purpose or this study, the and particularly banking services, are referred to in broader or more global terms. Secondly, the narrower concept customer refers to a person who purchases a particular physical product, and therefore this concept will not be used in this study focusing on banking services. Thirdly, a client refers to a person making use of a
People in the field have used both attitudinal and behavioral measures to define and assess customer loyalty (Zeithaml, 2000). Loyalty, from an attitudinal stand point, implies a specific desire to continue a relationship with supplier and provider (Reza and Rehman, 2012). This means that a customer is loyal to a brand or firm if they have a positive and preferential attitude towards it. Whereas behavioral loyalty is when a customer repeatedly buys from the same company, (Reza and Rehman, 2012) thus the customer is faithful to the company. Oliver (1997) defined customer loyalty as “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior. According to Ahmed and Moosavi (2013) “brand loyalty is the customer’s willingness to stay with a brand when competitors come knocking with offers that would be considered equally attractive had not the consumer and brand shared a history.”Rahman, et al., (2010) and Deng, Lu, Wei, Zhang (2010), expressed that same notion. Furthermore, Reza and Rehman (2012) note that customer loyalty represents the repeat purchase and referring the company to other customers. They also stated that customer loyalty is a figure that may be measured directly by measuring the actual repeated sales to customers. Additionally, due to intense competition in the market place, businesses have increased efforts to implement the customer retention strategy in order to maximize the lifetime value of customers (Boshoff and du Plessis, 2009).It is important to note that Cheng et al. (2011) proposed that it is cost-effective to maintain existing customers than obtaining new ones. To this the authors proceeded to state that the cost of
Maintaining a long-term customer relationship between customer and company is economically more advantageous than seeking on new customers. (Liliana L. Bove Lester W. Johnson, 2000)