바로가기메뉴

본문 바로가기 주메뉴 바로가기

ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

logo

  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

Effective Marketing Proposals Enhancing Customer Loyalty

Effective Marketing Proposals Enhancing Customer Loyalty

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2014, v.12 no.5, pp.5-13
https://doi.org/https://doi.org/10.15722/jds.12.5.201405.5
Chen, Tser-Yieth (Graduate Institute of International Business, National Taipei University)
Hsu, Hsin-Swai (Graduate Institute of International Business, National Taipei University)

Abstract

Purpose - We seek feasible strategies to draw customers into a state of attitudinal/behavioral loyalty through perceived quality and perceived risk in the experienced food industry. Research design, data, and methodology - We utilize the LISREL model to examine the cause and effect relationships between customer loyalty, perceived quality, perceived risk, and three marketing proposals (brand image, store image, and promotion). We employed the quota sampling method to conduct the survey questionnaires, collecting365 effective customer samples in coffee shops/stores in Taipei City. Results - We find that store image substantially benefits consumer loyalty through perceived quality. Marketing managers can enhance store environment and atmosphere to elicit both attitudinal and behavioral aspects of customer-perceived quality and loyalty. Conclusions - This is the first paper to investigate simultaneously customer loyalty across brand image, store image, and promotion/marketing proposals in the food industry. Managers can promote brand image and store image at the same time to enhance customer-perceived quality.

keywords
Brand Image, Store Image, Promotion, Attitudinal Loyalty, Behavioral Loyalty

참고문헌

1.

Aaker, D. A. (1996). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.

2.

Andreas, H.Z. (2001). Relative Attitudes and Commitment in Customer Loyalty Models: Some Experiences in the Commercial Airline Industry. International Journal of Service Industry Management, 12(3), 269-294.

3.

Anselmsson, J. and Johansson, U. (2009). Third Generation of Retailer Brands: Retailer Expectations and Consumer Response. British Food Journal, 111(7), 717-734.

4.

Assael, H. (1995). Consumer Behavior and Marketing Action. Cincinnati, OH: South Western College Publishing.

5.

Bauer, R. A. (1960).Consumer Behavior as Risk Taking. Harvard Business Press, 23(1), 101-106.

6.

Bloemer, T. J. and Ruyter, K. D. (1998). On the Relationship between Store Image, Store Satisfaction and Store Loyalty. European Journal of Marketing, 32(5), 499-513.

7.

Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7-27.

8.

Brooke, G. (1983). An Assessment of Expanded Measure of Perceived Risk. Advances in Consumer Research, 10(2), 439-441.

9.

Campbell, L., & Diamond, W.D. (1990). Framing and Sales Promotions: the Characteristics of a Good Deal. Journal of Consumer Marketing, 7(4), 25-31.

10.

Chandrashekaran, R., & Grewal, D. (2003). Assimilation of Advertised Reference Prices: The Moderating Role of Involvement. Journal of Retailing, 79(1), 53-62.

11.

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.

12.

Chaudhuri, A., & Ligas, M. (2009). Consequences of Value in Retail Markets. Journal of Retailing, 85(3), 406-419.

13.

Chowdhury, J., Reardon, J., & Srivastava, R. (1988). Alternative Modes of Measuring Store Image: An Empirical Assessment Of Structured Versus Unstructured Measures. Journal of Marketing Theory and Practice, 6(1), 72-86.

14.

Collins-Dodd, C., & Lindley, T. (2003). Store Brandand Retail Differentiation: The Influence of Store Image and Store Brand Attitude on Store Own Brand Perceptions. Journal of Retailing and Consumer Services, 10(2), 345-352.

15.

Cox, Donald F. (1963). The Audience as Communicators. In Stephen A. Greyser, (Ed.). Proceedings of the Winter Conference of the American Marketing Association (pp.58-72), Chicago: American Marketing Association.

16.

Crosby, L. A., Evans K. R., & Cowles, D. (1990). Relationship Quality In Service Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(7), 68-81.

17.

Cunningham, R. M. (1956). Brand Loyalty What, Where, How Much? Harvard Business Review, 34(1), 116-128.

18.

Day, G. (1969). A Two-dimensional Concept of Brand Loyalty. Journal of Advertising Research, 9(3), 29-35.

19.

Dean, D. H. (1999). Brand Endorsement, Popularity and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes. Journal of Advertising, 28(3), 1-12.

20.

Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.

21.

Dodds, W.B., Monroe, K.B., & Grewal, D. (1991). Effect of Price, Brand, and Store Information on Buyers’Product Evaluation. Journal of Marketing Research, 28(3), 307-319.

22.

Doyle, P., & Fenwick, I. (1974). Shopping Habits in Grocery Chains. Journal of Retailing, 50(1), 39-52.

23.

Featherman, M. S., & Pavlou, P. A. (2003). Predicting E-services Adoption: A Perceived Risk Facets Perspective. International Journal of Human-Computer Studies, 59(4), 451–474.

24.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.

25.

Garretson, J. A., & Clow, K. E. (1999). The Influence of Coupon Face Value on Service Quality Expectation, Risk Perceptions and Purchase Intentions in the Dental Industry. The Journal of Service Marketing, 13(1), 59-70.

26.

Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998a). The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of retailing, 74(3), 331-352.

27.

Grewal, D., Monroe, K. B., & Krishnan, R. (1998b). The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions. Journal of Marketing, 62(2), 46-59.

28.

Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The Relationship between Customer Satisfaction and Loyalty:Cross-Industry Differences. Total Quality Management, 24(2), 301-310.

29.

Gürhan-Canli, Z., & Batra, R. (2004). When Corporate Image Affects Product Evaluations: The Moderating Role of Perceived Risk. Journal of Marketing Research, 41(2), 197-205.

30.

Hartman, K. B., & Spiro, R. L. (2005). Recapturing Store Image in Customer-Based Store Equity: A Construct Conceptualization. Journal of Business Research, 58(8), 1112-1120.

31.

Jalilvand, M. R., Ebrahimabadi, F., & Samiei, N. (2011). The Impact of Branding on Customers’ Attitudes Toward Banking Services (the case of Iran’s Melli bank). International Business and Management, 2(1), 186-197.

32.

Jöreskog, K. D., & Sörbom, D. (1984). Analysis of Linear Structural Relationship by Maximum Likelihood. Chicago, IL: Scientific Press.

33.

Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.

34.

Kotler, P. (2000). Marketing Management: Analysis, Planning, Implementation, and control (10th Ed.). New Jersey:Prentice-Hall.

35.

Kwon, Oh-Chul, Kim, Jin-Seong, Kim, Pan-Jun, Kim, Pan-Jin, Kim, Hong-Seop, Namkung, Suk, Park, Yeung-Kurn, Park, Chul-Ju, Park, Hyoung-Jin, Youn, Myoung-Kil, Lee, Jang-Hwan, Hwang, Hwa-Chul, & Kim, Yoo-Oh (2007). A Note on the Unification on Retail Trade Terminology. Journal of Distribution Science, 5(2), 5-16.

36.

Lim, K., & O’Cass, A. (2001). Consumer Brand Classifications:an Assessment of Culture-of-origin versus Country-of-origin. Journal of Product & Brand Management, 10(2), 120-136.

37.

Lindquist, J. D. (1974). Meaning of Image: A Survey of Empirical and Hypothetical Evidence. Journal of Retailing, 50(1), 29-38.

38.

Marion, R. M. (1987). A Delphi Analysis of a Definition of Sales Promotion. Doctoral Dissertation, US: Memphis State University.

39.

Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice. Journal of Marketing Research, 34(2), 248-261.

40.

Mitchell, V. W. (1999). Consumer Perceived Risk:Conceptualizations and Models. European Journal of Marketing, 33(1/2), 163-195.

41.

Monroe, K. B. (1990). Price: Making Profitable Decisions (2nd Ed.). New York: McGraw-Hill Book Company.

42.

Monroe, K. B., & Krishnan, R. (1985). The Effect of Price on Subjective Product Evaluation, in Perceived Quality: How Consumers View Stores and Merchandise, Jacob Jacoby and Jerry C. Olson, eds. Lexington, MA: Lexington Books, 209-232.

43.

Mowen, J. C. (1990). Consumer Behavior(2nd Ed.). New York:McMillan.

44.

Noordhoff, C., Pauwels, P., & Odekerken-Schröder, G. (2004). The Effect of Customer Card Programmes: A Comparative Study in Singapore and the Netherlands. International Journal of Service Industry Management, 15(4), 351-364.

45.

Nunnally, J. C. (1970). Psychometric Theory (2nd Ed.). New York: McGraw-Hill.

46.

Oliver, R. L. (1999). Whence Customer Loyalty. Journal of Marketing, 63(1), 33-44.

47.

Parasuraman, A, Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-37.

48.

Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.

49.

Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the Perceived Risk of Purchasing Online. Journal of Consumer Behaviour, 4(2), 118-131.

50.

Porter, S. S., & Claycomb, C. (1997). The Influence of Brand Recognition on Retail Store Image. Journal of Product &Brand Management, 6(6), 373-387.

51.

Rebekah, B., & Sharyn, R. T. (2001). A Brand for All Reason? A Discussion of Brand Loyalty Approaches and Their Applicability for Different Markets. Journal of Product and Brand Management, 10(1), 25-37.

52.

Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58(4), 28-36.

53.

Roselius, T. (1971). Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35(1), 56-61.

54.

Singh, J., & Sirdeshmukh, D. (2002). Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.

55.

Shaharudin, M. R., Hassan A. A., Salleh, M. M., Ali, S. M., Harun, E. H., Jalil, M. A., & Aziz, N. A. (2011). The Relationship Between Extrinsic and Intrinsic Attributes of Product Quality with Brand Loyalty on Malaysia National Brand Motorcycle/Scooter, MODENAS. Interdisciplinary Journal of Contemporary Research in Business, 2(9), 135-149.

56.

Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20(2), 153-175.

57.

Sheth, J. N., & Parvatiyar, A. (1995). Relationship Marketing in Consumer Markets: Antecedents and Consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.

58.

Srinivasan, N., & Ratchford, B. T. (1991). An Empirical Test of a Model of External Search for Automobiles. Journal of Consumer Research, 18(2), 233-242.

59.

Tellis, G. J., & Gaeth, G. J. (1990). Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning on Consumer Choices. Journal of Marketing, 54(2), 34-44.

60.

Warkentin, M., & Gefen, D. (2002). Encouraging Citizen Adoption of E-Government By Building Trust. Electronic Markets, 12(1), 157-162.

61.

Youn, Myoung-kil, & Seol, Sung-Soo (1999). A Study on Logistics and Home Delivery Service for Electronic Commerce in Korea. Journal of Distribution Science, 1(1), 25-38.

62.

Zeithaml, V. A. (1981). How Consumer Evaluation Processes Differ between Goods and Services. Marketing of Services, 10(2), 186-90.

63.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(1), 2-22.

The Journal of Distribution Science(JDS)