Передумови лояльності споживачів до бренду: емпіричне дослідження на ринку телекомунікаційних послуг в Алжирі
DOI:
https://doi.org/10.26661/2522-1566/2024-2/28-07Ключові слова:
лояльність до бренду, сприйняття якості, сприйняття цінності, задоволеність, довіра, прихильність, прихильність та наміри до змінАнотація
Метою цієї статті є перегляд концепції лояльності споживачів, не розглядаючи це явище як купівлю, а як поведінку обміну. В статті представлено сім часто використовуваних реляційних змінних, які впливають на лояльність клієнтів, таких як: сприйнята якість, сприйнята цінність, задоволеність, довіра, прихильність, прихильність і намір змінитися. На основі огляду літератури було розроблено концептуальну основу, яка була досліджена за допомогою аналізу структурного моделювання на вибірці з 978 клієнтів у телекомунікаційному секторі Алжиру. Загалом, результати показують змішаний вплив компонентів на лояльність до бренду. Отже, виявляється, що на лояльність до бренду позитивно впливають сприйнята якість, сприйнята цінність, задоволеність, довіра, прихильність і прив'язаність до бренду, а негативно - намір змінити його. У цьому дослідженні ми зосередилися на деяких передумовах лояльності до бренду, тому існують інші фактори, такі як: імідж бренду та особистість, які варто вивчити. Висновки, зроблені в дослідженні, сприяють розумінню передумов, які впливають на лояльність споживачів та їхню реакцію при користуванні телекомунікаційними послугами. Дотепер жодне з досліджень не пропонує комплексного погляду на всі антецеденти, що впливають на лояльність і реакцію споживачів на телекомунікаційні послуги.
JEL Classification: M31, C52
Посилання
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Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28, 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007.
Chen, C., & Chen, F. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists. Tourism Management, 31, 29-35. https://doi.org/10.1016/j.tourman.2009.02.008
Chiu, C., Hsu, M., Lai, H., & Chang, C. (2012). Re-examining the influence of trust on online repeat purchase intention: the moderating role of habit and its antecedents. Decision. Support Systeme , 53 (4), pp.835–845. http://dx.doi.org/10.1016/j.dss.2012.05.021
Curras-Perez, R., & Sanchez-Garcia, I. (2016). Antecedents and consequences of consumer commitment in traditional and low-cost airlines. Journal of Travel Tourism Marketing , 33 (6), 899–911. https://doi.org/10.1080/10548408.2015.1075458
Deng, Z., Lu, Y., Wei, K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management , 30, 289–300. https://doi:10.1016/j.ijinfomgt.2009.10.001.
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Dovalienea, A., Masiulyteb, A., & Piligrimiene, Z. (2015). The relations between customer engagement, perceived value and satisfaction: the case of mobile applications. Procedia - Social and Behavioral Sciences , 213, 659-664.
Egan, J. (2011). Relationship marketing: exploring relational strategies in marketing.: (4th ed.). Financial Times. Prentice Hall.
Eid, R. (2015). Integrating Muslim customer perceived value, satisfaction, loyalty and retention in the tourism industry:4 an empirical study. International Journal of Tourism Research , 17.3. 249-260. https://doi:10.1002/jtr.1982.
El-Adly, M. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services , 50. pp.322–332. https://doi:10.1016/j.jretconser.2018.07.007.
El-Adly, M., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retail Consumption Services , 31. pp.217–227. https://doi:10.1016/j.jretconser.2016.04.002 .
Fedorikhin, A., Park, C., & Thomson, M. (2008). Beyond fit and attitude: the effect of emotional attachment on consumer responses to brand extensions. Journal of consumption psychology , 18. 281–291. https://doi:10.1016/j.jcps.2008.09.006.
Forgas, S., Moliner, M., Sanchez, J., & Palau, R. (2010). Antecedents of airline passenger loyalty: low-cost versus traditional airlines. Journal air transport management , 16 (4), 229–233.
Fornell, C., Johnson, M., Anderson, E., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing , 60 (4), 7-18. https://doi.org/10.2307/1251898
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Garbarino, E., & Johnson, M. (1999). The different Roles of Satisfaction, Trust, and commitment In Customer relationships. Journal of Marketing , 63, 70-87. https://doi.org/10.2307/1251946.
Hanzaee, K., & Andervazh, L. (2012). The influence of brand loyalty on cosmetics purchase intention of Iranian female consumers. Journal of basic applied science research , 2(5), pp.5389-5398.
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research , 88, 388-396. https://doi.org/10.1016/j.jbusres.2017.11.046
He, C., Bassik, M.C., Moresi, V., Sun, K., Wei, Y., & Zou, Z. (2012). Exercise-induced BCL2-regulated autophagy is required for muscle glucose homeostasis. Nature , 481, 511–515.
Heskett, J., Jones, T., & Loveman, G. (1994). Putting the Service-Profit Chain to Work. Harvard Business Review , 72, 164-170. https://hbr.org/2008/07/putting-the-service-profit-chain-to-work.
Holbrook, M.B & Corfman, KP. (1985). “Quality and value in the consumption experience: Phaedrus rides again. In Perceived Quality: How Consumers View Stores and Merchandise, J Jacoby, J C Olson (eds). D.C. Health and Company: Lexington, MA; 31–57.
Holbrook, M. (1999). Consumer Value: a framework for analysis and research. New Work: Routledge interpretative Marketing research series..P.220.
Huang, Y. (2023). Low-Cost Airlines Not So Low-Cost – Exploring the Relationships among Travel Motivation, Service Quality and Satisfaction: The Moderating Roles of Perceived Value. Research in Transportation Business & Management , 49, 101008.
Hwang, J., & Park, S. (2018). An exploratory study of how casino dealer communication styles lead to player satisfaction. Journal of travel tourisme marketing , 35 (9), 1246–1260. https://doi.org/10.1080/10548408.2018.1488648.
Hwang, J., Choe, J., Kim, H., & Kim, J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management , 99, 1246–1260. https://doi.org/10.1016/j.ijhm.2021.103050.
Iacobucci, D., Grayson, K., & Ostrom, A. (1994). The Calculus of Service Quality and Customer Satisfaction: Theorecal and Empirical Differentiation and Integration. In Advances in Services Marketing and Management, 3, 1-67. DOI:10.1016/S1067-5671(94)03013-8
Jacoby, J., & Kyner, D. (1973). Brand Loyalty vs. Repeat Purchasing Behavior . Journal of Marketing Research , 10, 1-9. https://doi.org/10.2307/3149402.
Jang, Y., Kim, W., & Lee, H. (2015). Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International journal of hospitality management, 44, 146-156. DOI:10.1016/j.ijhm.2014.10.001
Kavus, B., Tas, P., Ayyildiz, E., & Taskin, A. (2022). A three-level framework to evaluate airline service quality based on interval valued neutrosophic AHP considering the new dimensions. Journal of Air Transport Management , 99. https://doi.org/10.1016/j.jairtraman.2021.102179 .
Khoi, D., Nguyen, V., Sam, T., Mai, N., Vuong, N., & Cuong, H. (2021). Assessment of climate change impact on water availability in the upper Dong Nai River Basin, Vietnam. Journal of Water and Climate Change , 12 (8), 3851-3864. https://doi.org/10.2166/wcc.2021.255
Khoi, N., Tuu, H., & Olsen, S. (2018). The role of perceived values in explaining Vietnamese consumers’ attitude and intention to adopt mobile commerce. APJML , 30 (4), 1112-1134. DOI:10.1108/APJML-11-2017-0301
Lai, A. (1995). Consumer values, products benefits, and customer value: a consumption behavior approach. Advances in Consumer Research , 22, 381-388. https:// doi.org/10.1177/2394964323116309 .
Lam, D. (2007). Cultural influence on proneness to brand loyalty. Journal of International. Consumption Marketing. , 19 (3), 7-21. https://doi: 10.1300/J046v19n03_02.
Lee, S. Y., Petrick, J. F., & Crompton, J. (2007). The roles of quality and intermediary constructs in determining festival attendees’ behavioral intention. Journal of travel research , 45 (4), 402-412. https://www.academia.edu/48338573/.
Leon, S., & Dixon, S. (2023). Airline satisfaction and loyalty: Assessing the influence of personality, trust and service quality. Journal of air transport management. , 113, 10248.
Lim, H., Widdows, R., & Park, J. (2006). M-loyalty: Winning strategies for mobile carriers. Journal of Consumer Marketing , 23 (4), 208-218. https://doi:10.1108/07363760610674338.
Lin, Y., & Zhang, C. (2021). Investigating air travellers’ travel motivation during a pandemic crisis. Journal of air transport management. 97, 102138. https://doi: 10.1016/j.jairtraman.2021.102138 .
Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: a study of the store as a brand, store brands and manufacturer brands. International journal of retail Distribution Management , 35 (7), 544–555. DOI:10.1108/09590550710755921
Matsuoka, K. (2022). Effects of revenue management on perceived value, customer satisfaction, and customer loyalty. Journal of business research, 148, 131-148. https://doi.org/10.1016/j.jbusres.2022.04.052 .
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2024-06-20
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Meriem, T. and Benachenhou, S.M. (2024) “Передумови лояльності споживачів до бренду: емпіричне дослідження на ринку телекомунікаційних послуг в Алжирі”, Менеджмент та підприємництво: тренди розвитку, 2(28), pp. 86–99. doi:10.26661/2522-1566/2024-2/28-07.
