Customer Satisfaction and Loyalty: A Study of Interrelationships
And Effects in Nigerian Domestic Airline Industry

Ganiyu, Rahim Ajao

doi:10.47535/1991ojbe013

Cited by 38 publications

(30 citation statements)

References 37 publications

(42 reference statements)

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“…Examples include satisfaction (e.g. Parasuraman et al , 1988; Raza et al , 2012; Ganiyu, 2017) and trust (e.g. Grewal et al , 2004; Mosavi and Ghaedi, 2012).…”

Section: Discussion Future Work and Conclusionmentioning

confidence: 99%

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Chang

2020

BFJ

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PurposeDue to the internationalization that has occurred during the past few decades, the living conditions of people around the island of Taiwan have gradually changed, especially their eating habits. Among them, the growth of the coffee market has been very significant. To date, many studies have been devoted to exploring the application of experiential marketing (EM) in a variety of industries. Many experimental results have proven that a positive brand image (BI) will lead to brand loyalty (BL). In services, the best at the practice of EM is Starbucks. Therefore, this paper aims to assess the role of BI in EM and BL for Taiwan’s most popular brand, Starbucks.Design/methodology/approachIn the formal test stage, 225 questionnaires were given to respondents in Starbucks located in four districts (Da-An, Zhong-Zheng, Nei-Hu and Xi-Yin), which have many more stores than the other districts in Taipei City. Two hundred valid samples were obtained. This study used structural equation modelling (SEM) to validate the relationships among EM, BI and BL.FindingsThe findings show that EM cannot directly impact BL as expected, as it needs BI to do so. In other words, BI acts a complete mediator in the relationship between EM and BL.Practical implicationsIn this study, BI acts a complete mediator. This means that if Starbucks expects to improve consumers’ loyalty to the brand, it only needs to rely on the good overall image of the brand. Facing such business style homogeneity, people need some available information to help them to execute their following purchase decisions. Though Starbucks can bring me to its locations, meaning that Starbucks has made its first move in comparison with other competitors, I still decide to leave without any impressive image of this brand. Accordingly, we can refer to BI as a powerful endorsement of a qualified relationship between EM and BL.Originality/valueCompared to past studies on Taiwan’s/Taipei’s Starbucks, this paper simultaneously inputs EM, BI and BL into the model. Though Starbucks has achieved great EM success, this study finds that EM is no longer exclusive to BL, and BI is a powerful endorsement of a qualified relationship between EM and BL. For Starbucks, it must strengthen consumer perceptions of its BI to create customer loyalty.

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“…Examples include satisfaction (e.g. Parasuraman et al , 1988; Raza et al , 2012; Ganiyu, 2017) and trust (e.g. Grewal et al , 2004; Mosavi and Ghaedi, 2012).…”

Section: Discussion Future Work and Conclusionmentioning

confidence: 99%

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Chang

2020

BFJ

View full text Add to dashboard Cite

show abstract

“…They are "attribute satisfaction" which refers to the cognitive and logical establishment of satisfaction by the customer and the "pleasurable satisfaction" which refers to the consumers' affection or emotional reaction toward a product or service. Ganiyu (2017) concluded that customer satisfaction is of extreme importance in building and enhancing customer loyalty and boosting profitability, but is not always sufficient in all cases.…”

Section: Customer Satisfactionmentioning

confidence: 99%

Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry

Omoregie

Addae

Coffie

et al. 2019

IJBM

122

105

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Purpose The increasing number of banks in the Ghanaian banking industry has brought about intense competition in the industry. The purpose of this paper is, therefore, to examine the factors that influence retail banking customers’ loyalty intentions. Design/methodology/approach In order to validate the proposed research model, the study adopts a survey design. Data were collected from 565 customers of the top performing banks in terms of customer deposits. Data analysis employed the partial least squares structural equation modeling (PLS–SEM) using SmartPLS version 3. Findings Results from the PLS–SEM analysis indicated that satisfaction, service quality and trust had significant effect on loyalty, with satisfaction having the most significant effect. Interestingly corporate image was found to have a significant effect on both satisfaction and trust but not on loyalty. In all, the proposed model accounted for 63.3 percent of the variation in loyalty. Research limitations/implications The current study samples customers from only the top performing banks in Ghana. The use of cross-sectional data makes it impossible to study how customers’ perceptions change over time. Results from this study could, however, help managers of banks in designing strategies aimed at improving customer loyalty in order to consolidate their market share. Originality/value This paper adds to existing works that focus on loyalty in the retail banking sector, especially from the context of a developing economy. The study draws attention to the interrelationship among service quality, perceived value, satisfaction, image, trust and loyalty.

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“…Review of the literature found a strong relationship between satisfaction and loyalty (Bloemer and de Ruyter, 1998; Bridson et al , 2008; Ganiyu, 2017). Customer loyalty is:[…] the biased (i.e.…”

Section: Influences Of Transaction Specific Characteristics On Satisfaction and Loyaltymentioning

confidence: 99%

Customer loyalty in Sabah full service restaurant

Ing

Lin

et al. 2019

APJML

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Purpose Loyal customers are committed to repeat patronage, make business referrals and provide publicity for the business. However, rising customer expectations and price consciousness, advancement of technology, lack of product differentiation and consumer choices have posted more challenges for customer retention. The purpose of this paper is to examine the relationships between transaction specific characteristics (i.e. food quality, service quality, atmosphere, convenience and price perception), customer satisfaction and customer loyalty (behavioral and attitudinal loyalties) in the context of Sabah full-service restaurant. The mediating effect of customer satisfaction and moderating effect of customer innovativeness were also tested. Design/methodology/approach A total of 225 valid questionnaires was collected via purposive sampling method and analyzed using Smart-PLS software 3.0. Findings All transaction specific characteristics have positive influences on customer satisfaction with price perception as the strongest predictor. Satisfaction had stronger effect on behavioral loyalty as compared to attitudinal loyalty. The mediating effects of customer satisfaction were only found in some of the relationships. None of the moderating effects of customer innovativeness was significant. Originality/value Utilizing the value-percept theory and transaction specific model which combine the evaluations of service and product elements of the full-service restaurant, this study contributed to the better understanding of the relationships between transaction specific characteristics, customer satisfaction and customer loyalty. The examination of both attitudinal and behavioral loyalties provided valuable insights to practitioners and researchers in understanding full-service restaurant consumers’ repatronage intention, intention to spread positive words-of-mouth (WoM) and commitment.

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Customer Satisfaction and Loyalty: A Study of Interrelationships And Effects in Nigerian Domestic Airline Industry

Cited by 38 publications

References 37 publications

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Experiential marketing, brand image and brand loyalty: a case study of Starbucks

Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry

Customer loyalty in Sabah full service restaurant

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