...Fang-Yi Lo; Muhammad Dliya’ul Haq; Yuan-Yi Shen Purpose This study explores the impact of online events, social presence and professional domain knowledge on followers’ purchase behavior and loyalty, focusing on how platform utilization strategies (single vs multi-platform) moderate...

... Findings reveal that gamification, through the customer experience components (cognitive, hedonic, pragmatic and social elements), leads to customer engagement, resulting in word-of-mouth and loyalty. However, privacy concerns play a destructive role in this process, deteriorating customer–firm...

...Ramendra Pratap Singh Purpose This study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through the development of trust in the service provider. The relationship combines...

... general and specific effort by increasing their loyalty and becoming a fan of the company. Design/methodology/approach The data are collected in a high-tech services industry, mobile phone services. A paper-based survey using mall intercept technique was employed in this study. The sampling design...

...Prateeksha Parihar; Jagrook Dawra; Vinita Sahay Purpose The purpose of this paper is to investigate the relationship between the different dimensions of involvement and customer engagement (CE) and analyze the influence of CE on loyalty in an online retail context. The study also tests...

... communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer...

...Antonio Carrizo Moreira; Pedro Miguel Silva; Victor F. Moutinho Purpose The purpose of this paper is to identify and compare different groups of customers’ perceptions (i.e. stayers, switchers, and heavy switchers) of several loyalty antecedents such as satisfaction, trust, service quality...

... of the relationships between prestige perception, the student experience, WOM, and loyalty is examined within a one highly prestigious institution and one mid-ranked institution. Multigroup structural equation modelling was employed to examine data obtained from 948 respondents at the two institutions. Findings...

... to relational strategies. Finally, questions the “satisfaction/loyalty/profit” hypothesis frequently suggested as the underlying model for RM. Relationship marketing (RM) is probably the major trend in marketing (Mattsson, 1997). It is a leading topic of discussion at academic conferences...

...John Byrom; Tony Hernández; David Bennison; Paul Hooper Considers the potential that retail loyalty card schemes offer for a more informed understanding of consumer behaviour. With the widespread introduction of loyalty card schemes across the UK, Europe and North America, retailers now have...