Service marketing: Image, branding, and competition

Onkvisit, Sak; Shaw, John J.

doi:10.1016/0007-6813(89)90018-9

Cited by 116 publications

(76 citation statements)

References 4 publications

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“…It can be concluded that the self congruity may be one factor that create costumer loyalty through customer satisfaction as an intermediate result. The results of this study also support the research that has been done by Jamal and Goode (2001), Helgeson and Supphellen (2004), Onkvisit and Shaw (1989), Sirgy and Samli (1985), Phau and Lau (2001), Ambroise (2006), Morschett et al (2007) in Achouri and Bouslama (2010).…”

Section: Self Congruity Affects Loyalty Through Customer Satisfactionsupporting

confidence: 79%

Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

2013

CUBR

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Brand personality and self-image have a correlation which forms a consumer behavior that may result in satisfaction and loyalty. This research is an modification from Achouri and Bouslama's literature review on 2010.Variables that used in this research are: self congruity as an exogenous variable; satisfaction as an intervening variable; and loyalty as an endogenous variable. This research applying accidental sampling and the sample are 200 "Magnum" consumers in Surabaya, Indonesia. The data were analyzed using Structural Equation Modeling (SEM) method. "Magnum" ice creams are attractive for its consumers, who are mostly women in 17-24 years old, recently graduated from senior high school while some are studying in universities. This research found that self-congruity has positive and significant effect to loyalty through satisfaction.

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Section: Self Congruity Affects Loyalty Through Customer Satisfactionsupporting

confidence: 79%

Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

2013

CUBR

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“…TQM practices have been widely used in the Ritz Carlton and Marriott chain hotel groups. Onkvisit and Shaw (1989) asserted that branding is crucial for businesses operating within the service industry, such as hotels. Indeed, branding strategies have come to be seen as a source of competitive advantage (Kim and Kim 2005) and differentiation (Pappu et al 2005), which is why branding has assumed much prominence in the global hotel industry (Kayaman and Arasli 2007).…”

Section: Introductionmentioning

confidence: 99%

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Fatma¹,

Rahman²

2017

Service Science

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Abstract. This study aims to examine the influence of consumer-perceived ethicality of a hotel brand on customer brand loyalty through the customer identification with the brand, considering the mediating role of affective commitment and trust. The findings suggest that when consumers have an ethical perception of a company's behavior, they tend to be more identified with the hotel brand, which results in favorable judgment of the hotel brand in terms of developing affective attachment to the brand (affective commitment) and willingness to rely on that brand (brand trust). This positive evaluation of a hotel brand results in determining the customer long-term relationship with the brand (brand loyalty). This study aims to contribute to the underresearched area of business ethics and hotel brands by examining the relational perspective of brand loyalty, and characterizes the relationship between consumer-perceived ethicality and brand loyalty through customers' brand identity, brand trust, and affective commitment.

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“…To achieve efficiency in service positioning and sale message, the courier service providers must create value promotion to showcase the benefits of depending on their services. This must stress the availability, location, consistent quality, and efficient and courteous services- Onkvisit and Shaw (1989), as characteristics of their offers. Hence messages must identify core services in offer and should sum the value created or in anticipation in few words that can not be ignored by customers, and show present claims built on what experts in the firms had achieved and are able to achieve.…”

Section: Service Positioning and Sales Messagementioning

confidence: 99%

Third Party Logistics Service Marketing and Economic Development (Study of the Speed Mail Businesses in Nigeria)

Oko¹,

Ogba²

2014

MOS

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Nigeria is relatively under developed with its indices as poor standard of living, high cost of living, high unemployment rate and low per capita income, thus economic development is retarded. The third party logistics service marketing in some developed and developing economies generate employment thus contributes to economic development based on its infrastructure base. This work studied the situation in Nigeria based on selected speed mail business firms and their clients in major service industries of the country. Findings include the inappropriate marketing mix service blending, high incidence of taxes on service providers by government, lack of understanding of the market, regulatory inadequacies among others. Thus recommends as solution to the operational inadequacies of these businesses, are the adoption of strategies of good service quality determination, service quality management, and efficiency in service branding, quality service positioning and value in message creation in content, context and structure as well as the creation and sustenance of viable network referral structure among others.

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Service marketing: Image, branding, and competition

Cited by 116 publications

References 4 publications

Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Third Party Logistics Service Marketing and Economic Development (Study of the Speed Mail Businesses in Nigeria)

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