Customer Relationship Management and Brand Image’s Influence on Loyalty through Decision to Stay

Tuti, Meylani; Wicaksono, Nanda Putri

doi:10.26905/jbm.v8i2.5750

Cited by 4 publications

(3 citation statements)

References 24 publications

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“…Customers will buy, even at high prices and in large quantities, if the perception of the brand is positive; otherwise, they will switch to another brand. It is possible to assert that brand loyalty develops because of brand image influences (Tuti & Wicaksono, 2021). Hence, brand and influence are essential when evaluating the factors influencing customer relationships.…”

Section: Brand and Its Influencementioning

confidence: 99%

Investigating the Strategies Employed by Fast-Food Restaurant to Establish Sustainable Customer Relationships

Teoh,

Lee,

Volha

et al. 2024

IJTHAP

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McDonald’s Corporation, established in 1940, is an American multinational fastfood chain. Over the years, McDonald’s has successfully expanded their business operation worldwide. The customer plays a vital role in the success of a business. The strategies and abilities to retain a customer will determine the survival of a business. Hence, this study aims to investigate the strategies employed by McDonald's to foster long-term customer relationships by examining various factors, including food quality, service quality, atmosphere, price, brand, and customer relationships. To explore, primary and secondary data collection was conducted through several sources, and a digital questionnaire was produced to collect data and information from 150 respondents. The results found that only atmosphere and brand had a significant positive impact on customer relationships. The study found that atmosphere has the strongest influence, followed by brand. This suggests that while food quality, service quality, and price are important, creating a pleasant atmosphere and fostering a strong brand are even more critical for McDonald's to build lasting customer relationships.

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Section: Brand and Its Influencementioning

confidence: 99%

Investigating the Strategies Employed by Fast-Food Restaurant to Establish Sustainable Customer Relationships

Teoh,

Lee,

Volha

et al. 2024

IJTHAP

View full text Add to dashboard Cite

show abstract

“…Hal ini memperkuat argumen (Roz, 2021) yang mana individu yang merasa puas terhadap suatu pengalaman cenderung akan muncul niat untuk melakukan kunjungan kembali. Keputusan untuk melakukan pembelian kembali ialah salah satu bentuk atau wujud dari kesetiaan konsumen terhadap merek atau perusahaan (Tuti & Wicaksono, 2021). Dengan demikian, dapat dikatakan bahwa kepuasan konsumen merupakan kunci dan memainkan peranan penting dalam menciptakan loyalitas konsumen (Utami & Wartini, 2015).…”

Section: Customer Satisfaction Dan Customer Loyaltyunclassified

Membangun Customer Loyalty melalui Customer Satisfaction yang dipengaruhi oleh Social Media Marketing, Service Quality, dan Experiential Marketing

2023

jpek

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It is impossible to divorce Bali's expanding tourism industry from the numerous initiatives taken by business players to keep visitors coming back and cultivate their loyalty.This investigation looks at the function of social media marketing, service quality, and experiential marketing in increasing customer satisfaction and loyalty. This research was conducted at Chandra Bali Villas, Seminyak-Bali. This quantitative research uses Accidental Sampling to determine the sample with 161 respondents. Distribution of questionnaires was used to gather empirical data, which was then examined using the PLS-SEM method. This study proved that customer satisfaction and marketing strategies can significantly influence consumer loyalty through social media and providing unique experiences. Furthermore, it is proven that customer satisfaction can be increased by providing good service quality, experience, and marketing through social media. This study succeeded in identifying that service quality turned out to have a negative and big impact on loyalty. In addition, this study also found that consumer satisfaction can act as a mediating variable well. This study can contribute theoretically to the marketing literature and practically to Chandra Bali Villas in increasing customer satisfaction and loyalty by focusing on implementing the right marketing strategy, providing quality service, and providing new consumer experiences.

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“…Según Isyanto & Sinaga (2020), la importancia de la imagen de marca recae en el poder que tiene para afectar positivamente la actitud y comportamiento del público puesto que cuando ellos toman una decisión lo hacen en base a su percepción sobre la imagen de determinada marca. Cabe mencionar que esta afectación en el consumidor también es divisado en la lealtad hacia una marca, recordación del producto y posicionamiento positivo en la mente del público (Tuti & Wicaksono, 2021;Mo, 2019).…”

Section: Construcción De La Imagen De Marcaunclassified

Antropomorfización de Radio Nueva Q durante su product placement en la novela Luz de Luna

Vera Robles

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El product placement desarrolla un rol diferente en cada formato donde es expuesto. Por ello, la presente investigación tiene como objetivo analizar cómo el product placement antropomorfiza a la marca Radio Nueva Q en un personaje más dentro de la novela “Luz de Luna”. Para lo cual, se ha aplicado un enfoque cualitativo a través de la realización de entrevistas semiestructuradas a una muestra de 15 mujeres de 55 a 65 años trabajadoras del Instituto Peruano de Energía Nuclear. El resultado de la investigación evidencia que, para lograr la antropomorfización de marca en un formato de novela, transcurren tres momentos; primero, se asigna una personalidad a la marca; segundo, se construye el valor de marca y tercero, se determinar el nivel de relación entre la marca y el contenido donde es expuesto. Los hallazgos resultan útiles en el ámbito publicitario pues se plantea una nueva utilidad del product placement, la cual es su capacidad de antropomorfizar a una marca en un personaje más dentro del formato de novela.

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Customer Relationship Management and Brand Image’s Influence on Loyalty through Decision to Stay

Cited by 4 publications

References 24 publications

Investigating the Strategies Employed by Fast-Food Restaurant to Establish Sustainable Customer Relationships

Investigating the Strategies Employed by Fast-Food Restaurant to Establish Sustainable Customer Relationships

Membangun Customer Loyalty melalui Customer Satisfaction yang dipengaruhi oleh Social Media Marketing, Service Quality, dan Experiential Marketing

Antropomorfización de Radio Nueva Q durante su product placement en la novela Luz de Luna

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