Customer Loyalty, Trust, Customer Satisfaction, Commitment, Image, Service Quality

 FRAME WORK

 CODE: JI3-LOYALTY-0006A

 ABSTRACT

The purpose of this study is to examine the relationships of several antecedents of customer loyalty in the banking sector in South Thailand. Customer loyalty is crucial in bringing long term profitability and managing services in tandem with the development of the global sector. From the literature, six antecedents of customer loyalty were identified. Each variable is measured using 7-point Likert-scale: perceived service quality (13 items), perceived value (11 items), trust (5 items), image (15 items), customer satisfaction (7 items) and commitment (6 items). Using survey method, 150 questionnaires were distributed to customers of four bank branches in the South of Thailand. The responses collected were 140 completed questionnaires representing 93 percent response rate. The data were analyzed using Structural equation modeling (SEM) method using AMOS 6. Confirmatory factor analysis of measurement models indicate adequate goodness of fit after a few items were eliminated through modification indices verifications. Goodness of fit for the structural models of hypothesized model shows promising findings.

Four hypotheses were asserted: H1, H5, H8 and H9. H1: Perceived service quality is related positively with customer satisfaction, H5: Image is related positively to customer loyalty, H8: Image is related positively to commitment, H9: Trust is related positively to commitment.

Keywords: Customer Loyalty, Trust, Customer Satisfaction, Commitment, Image, Service Quality

Customer loyalty, Customer satisfaction, Swicthing Costs, Perceived Quality

FRAME WORK

CODE: JI3-LOYALTY-0005A

Abstract On the basis of empirical research carried out in the retail banking market, this paper proposes a structural equations model enabling us to reach the conclusions that satisfaction together with personal switching costs are antecedents leading directly to customer loyalty, with the former exerting the greatest influence; and perceived quality is a consequence of satisfaction. At the same time, the paper shows that the degree of elaboration in the bank selection process does not have a moderating influence on the causal relationships between satisfaction/switching costs and customer loyalty.

Keywords: Customer loyalty, Customer satisfaction, Costs, Quality

Brand Love- Brand Loyalty- Brand Image- Antecedents to Brand Image

FRAME WORK

CODE: JI3-LOYALTY-0004B

Abstract

This paper aims to contribute to the current brand and sport marketing literature by conceptualising the relationship between brand image, brand love and loyalty within Australian elite sport. The context for this study is an investigation of Australian football and more specifically its teams. Sport teams are seeking to enhance profits through marketing strategies targeted at driving supporter loyalty. Such teams are marketing their identities as a brand in an attempt to create a unique team personality in order to achieve a competitive advantage over other teams. But team or brand personality and its relationship with loyalty do not operate in isolation and the introduction of brand love to the conceptual model seeks to better explain variations in loyalty performance. This paper presents a holistic conceptual model and subsequent research propositions.

Keywords: Brand love, loyalty, brand image, passion, sport

SERVQUAL-CSR-PATRONAGE-LOYALTY

FRAME WORK

CODE: JI3-LOYALTY-0001A

Abstract

Purpose – This paper aims to examine the roles of corporate social responsibility (a non service-related concept) and perceived service quality (a service-related concept) in determining the attitudinal and behavioral loyalty of customers in the retail banking sector in Bangkok, Thailand.

Design/methodology/approach – The study is quantitative in nature using the responses of 275 bank customers who answered a survey questionnaire. Data analysis was performed using partial least squares (PLS), a variance-based structural equation modeling method.

Findings – The results of the study demonstrate that corporate social responsibility (CSR) has a significantly strong and  positive association with attitudinal loyalty. Perceived service quality mediated the relationship between CSR and repeat patronage intentions (behavioral loyalty). Direct effects were reported between perceived service quality and both attitudinal and behavioral loyalty. A positive relationship between attitudinal and behavioral loyalty was demonstrated.

Research limitations/implications – While the results are clear and have strong salience for the retail banking industry, future research should take into account the specific industry context within the national culture.

Practical implications – The study provides a set of findings relating to CSR initiatives and perception of service quality  that could be readily incorporated into banks’ corporate strategic plans.

Originality/value – The paper demonstrates an empirical operationalization of CSR initiatives measured from the  customers’ point of view, and from which banks could learn for corporate strategy development.

Keywords: Corporate social responsibility, Customer loyalty, Banking, Thailand, Attitudes