Customer loyalty marketing research: A comparative approach between hospitality and business journals

Yoo, Michelle; Bai, Billy

doi:10.1016/j.ijhm.2012.07.009

Cited by 133 publications

(93 citation statements)

References 100 publications

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“…Studies on customer loyalty in the hospitality industry have been consistently growing and many scholars have made efforts to investigate this topic (Dev et al, 2010;Yoo and Bai, 2013). Furthermore, hospitality research has mostly attempted to apply marketing theories and findings to further develop its research scope.…”

Section: Introductionmentioning

confidence: 99%

“…Furthermore, hospitality research has mostly attempted to apply marketing theories and findings to further develop its research scope. However, research in this field is still scarce, which implies that more theory development needs to be achieved in hospitality (Yoo and Bai, 2013). Specifically, the role of brand love and its effect on brand loyalty has not been investigated in a hospitality context.…”

Section: Introductionmentioning

confidence: 99%

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Examining the role of wine brand love on brand loyalty: A multi-country comparison

Drennan

Bianchi

Cacho-Elizondo³

et al. 2015

International Journal of Hospitality Management

170

133

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Keywords:Wine Brand love Brand loyalty Brand satisfaction Brand trust Wine experience Wine knowledge a b s t r a c t This study develops and tests a model through a multi-country study that considers consumer wine knowledge and wine experience, wine brand trust and wine brand satisfaction as antecedents of wine brand love, and wine brand loyalty as a consequence of wine brand love. Data were collected in five wine-producing countries (Australia, Chile, France, Mexico and Portugal) with a final sample of 3462 completed surveys. Hypotheses were tested with structural equation modeling and the findings confirm the importance of brand love as both a mediator and direct influence on brand loyalty for wine consumers. Furthermore, brand satisfaction was positively and significantly related to brand love. In addition, wine experience, rather than wine knowledge, positively influenced brand trust and satisfaction. Finally, results also identify differences between countries thereby providing insights into how companies should focus their marketing strategies internationally.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Examining the role of wine brand love on brand loyalty: A multi-country comparison

Drennan

Bianchi

Cacho-Elizondo³

et al. 2015

International Journal of Hospitality Management

170

133

View full text Add to dashboard Cite

show abstract

“…Loyalty reward programs have become extremely popular in recent decades, and they are a subject of great interest to both practitioners and scholars (Henderson et al, 2011;Meyer-Waarden and Benavent, 2012;Shoemaker and Lewis, 1999;Yoo and Bai, 2013). According to Ferguson and Hlavinka (2007), in the United States, loyalty reward program participation has topped 1.3 billion, with the average household subscribing to 12 separate programs.…”

Section: Introductionmentioning

confidence: 99%

Investigating the impact of surprise rewards on consumer responses

Mattila

Hanks

2015

International Journal of Hospitality Management

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“…This is further highlighted by the fierce market competition and the plethora of competitive product and service offerings that renders customers' life cycles increasingly transitory (Buckinx & van den Poel, 2005;Sahagun & VasquezParraga, 2014). To that end, many firms develop and offer loyalty programs in order to deliver differential value to their most valuable clients, attract loyal and non-loyal customers and support their corporate profitability (Katsifou, Seifert, & Tancrez, 2014;Yoo & Bai, 2013). Today, retailers employ various loyalty programs which include customer cards, discount coupons, special offers and promotions with the aim to stimulate reduced customer sensitivity to other price and market offers and reduced proneness to seek other alternatives or switch stores (MartosPartal & González-Benito, 2013).…”

Section: Introductionmentioning

confidence: 99%

Entrepreneurial Prospects in Loyalty Marketing: Real-world Grocery Retailers’ Market Survey & Conceptual Case Study

Tsolakis

2015

Procedia - Social and Behavioral Sciences

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Nowadays, loyalty programs and respective marketing practices are increasingly pursued by companies in order to achieve and enhance customer loyalty. Loyal customers are a key business success factor, especially in eras of financial recession, which can severely affect the performance of firms and even challenge their market survival. To that effect, the great Greek economic recession that inaugurated in 2008 had a major impact on grocery retailers. Specifically, the domestic supermarkets had been unable to maintain their sales in sustainable levels and keep their customers engaged. A possible solution could have been a loyalty marketing services' provider which would assist corporations in gaining insight about their customers, current and prospective ones. Therefore, this study provides a review of the marketing and grocery sectors in Greece shortly after the beginning of the great economic recession in the country, and further aims in analysing the market, operational and financial feasibility of a conceptual a loyalty marketing agency called CuSight, tailored to the needs of the domestic grocery retailers. The study findings indicate that a loyalty marketing services' provider like CuSight could have been feasible, relying upon market acceptance.

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Customer loyalty marketing research: A comparative approach between hospitality and business journals

Cited by 133 publications

References 100 publications

Examining the role of wine brand love on brand loyalty: A multi-country comparison

Examining the role of wine brand love on brand loyalty: A multi-country comparison

Investigating the impact of surprise rewards on consumer responses

Entrepreneurial Prospects in Loyalty Marketing: Real-world Grocery Retailers’ Market Survey & Conceptual Case Study

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