Decline and variability in brand loyalty

Dekimpe, Marnik G.; Steenkamp, Jan‐Benedict E. M.; Mellens, Martin; Abeele, Piet Vanden

doi:10.1016/s0167-8116(97)00020-7

Cited by 234 publications

(131 citation statements)

References 23 publications

Supporting

Mentioning

120

Contrasting

Unclassified

Order By: Relevance

“…Also, [16] found that e-CRM can directly improve customer loyalty of the internet customers. The notion that e-CRM is able to increase customer loyalty relies on the research conducted by [11] who found that loyal customers increase profitability [5,22]. In addition, [1] discovered that e-satisfaction has a positive effect on customer loyalty.…”

Section: Discussion and Managerial Implicationsmentioning

confidence: 99%

“…In addition, CRM helps companies to retain customer loyalty. It is not only for managing customers and for monitoring their behaviour; it also has the potential to change and improve customer relationship with the service provider and increase business revenue [5]. Implementing CRM successfully can bring several benefits and profits to the companies and help to get mutual benefits from both parties.…”

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Electronic Customer Relationship Management Performance: Its Impact on Loyalty from Customers’ Perspectives

Azila¹

2011

IJEEEE

View full text Add to dashboard Cite

Abstract-Undeniably, the telecommunication industry is changing radically. Today, communication is becoming the nerve of the life. In particular, mobile phone service industry is gaining popularity and importance all around the world and as mobile usage is growing rapidly, telecommunication marketers are developing new strategies to take advantage of the potential customers. Companies including communication companies are putting much more emphasis on customer relationship management (CRM) as a tool for managing customer relationship and to increase customer satisfaction and loyalty. E-CRM emerges from the internet and web technology to facilitate the implementation of CRM. E-CRM performance as the amount of improvement that companies achieve in customer relationship strength, sales effectiveness, and marketing efficiency after implementing CRM technology. This study examines the influence of e-CRM performance on customer loyalty in Jordanian telecommunication industry. Data were gathered from students in various universities in Jordan using survey method. Using regression analysis, the results supported that e-CRM performance significantly related to customer loyalty. The theoretical implications and managerial implications of these findings are discussed.Index Terms-Customer loyalty, customer relationship management (CRM), e-customer relationship management performance, mobile phone services,

show abstract

Section: Discussion and Managerial Implicationsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Electronic Customer Relationship Management Performance: Its Impact on Loyalty from Customers’ Perspectives

Azila¹

2011

IJEEEE

View full text Add to dashboard Cite

show abstract

“…A critical issue for the continued success of organizations is its capability to retain its current customers and make them loyal to its brands (Dekimpe et al, 1997). Loyal customers build businesses by buying more, paying premium prices, and providing new referrals through positive word of mouth over time (Ganesh, Arnold and Reynolds, 2010).…”

Section: Tangibles Of a Service Providermentioning

confidence: 99%

The Moderating Effect of Brand Architecture on the Relationship Between Tangibility and Customer Loyalty Among Telephone Mobile Subscribers in Kenya

Kwamboka

Sulo

Korir

2018

ESJ

View full text Add to dashboard Cite

The specific objective of this study was to establish the moderating effect of brand architecture on tangibles and customer loyalty in the mobile telecommunications industry in Kenya. This study adopted an explanatory survey design. The telecom mobile subscribers of the four telecom mobile providers, (Safaricom, Airtel, Telecom Kenya Limited (Orange), and Essar (YU), in Western Kenya formed the target population. The study targeted all mobile service subscribers of Eldoret town who total over 306,683. The study used stratified and systematic sampling designs and a sample size of 400 subscribers was used. The data for this study was collected by use of questionnaires. Moderated regression analysis was used to test the moderating effect of brand architecture on the relationship between tangibles and customer loyalty. Before brand architecture was introduced into the relationship, it was established that tangibles determine customer loyalty of mobile subscribers of telecom mobile providers. The results, after the introduction of brand architecture into the relationship, were that there was both a positive effect and a negative effect. With the introduction of the moderator variable only the item "my service provider's physical activities are visually appealing" had a significant effect on customer loyalty. The recommendations of the study are that while deciding on the physical activities the telecom mobile providers should see to it that the materials are appealing, their employees are neat and that materials associated with the service (such as pamphlets etc.) are visually

show abstract

“…Therefore, a loyal customer is considered as a valuable competitive asset for any organizations in the globalized level (Dekimpe, Steenkamp, Mellens, & Abeele, 1997;Flavián, Guinalíu, & Gurrea, 2006;Keating, Rugimbana, & Quazi, 2003). In this supportive way, Kotler and Armstrong (2013) suggest that the cost of attracting a new customer may be five times the cost of keeping a current customer delighted.…”

Section: Customer Loyaltymentioning

confidence: 99%

Enhancing Customer Loyalty Through E-Banking Practices

Konalingam¹,

Umanakenan²,

Achchuthan³

et al. 2017

BMS

View full text Add to dashboard Cite

Enhancing customer loyalty serves as a basic strategy for gaining competitive advantage in the banking industry and enables bankers to make a loyal customer base. The purpose of this work is to propose and empirically investigate a comprehensive mechanism for enhancing customer loyalty to banks via e-banking practices. A questionnaire derived from previous studies and the relevant literature was completed by 472 bank customers in Jaffna city, Sri Lanka. Multiple regression analysis was performed to test hypotheses. The results indicated

show abstract

Decline and variability in brand loyalty

Cited by 234 publications

References 23 publications

Electronic Customer Relationship Management Performance: Its Impact on Loyalty from Customers’ Perspectives

Electronic Customer Relationship Management Performance: Its Impact on Loyalty from Customers’ Perspectives

The Moderating Effect of Brand Architecture on the Relationship Between Tangibility and Customer Loyalty Among Telephone Mobile Subscribers in Kenya

Enhancing Customer Loyalty Through E-Banking Practices

Contact Info

Product

Resources

About