Relative attitudes and commitment in customer loyalty models
Tóm tắt
Relationship marketing requires a thorough understanding of the long‐run perspective of the supplier‐customer interaction. The concept of customer loyalty can be applied to emphasize the behavioural and attitudinal aspects of this interaction. This study investigates the antecedents of future customer loyalty in the commercial airline industry by applying structural models under four prototypical past loyalty conditions. These conditions are based on behavioural and situational descriptors and labelled in analogy to Day’s compositional approach. It is shown that the superiority of relative attitudes claimed by Dick and Basu cannot be confirmed. Corporate image of the service provider is, along with service quality and customer satisfaction, a powerful and illustrative component for explaining future customer loyalty. When comparing the a priori defined conditions (low, latent, spurious, and true loyalty) it turns out that the structural evaluative differences can be partially interpreted by the phenomena which are described as affective and calculative commitment in the literature. However, it is claimed to consider situational factors such as the character of the buying and decision‐making process in much more detail.
Từ khóa
Tài liệu tham khảo
Alamdari, F. and Morrell, P. (1997), “Airline alliances: a catalyst for regulatory change in key markets?”, Journal of Air Transport Management, Vol. 3 No. 1, pp. 1‐2.
Allen, C.T., Machleit, K.A. and Schultz Kleine, S. (1992), “A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience”, Journal of Consumer Research, Vol. 18, March, pp. 493‐504.
Anderson, E.W. and Fornell, C. (1994), “A consumer satisfaction research prospectus”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA, pp. 241‐68.
Anderson, E.W. and Sullivan, M.W. (1993), “The antecedents and consequences of customer satisfaction for firms”, Marketing Science, Vol. 12, Spring, pp. 125‐43.
Andreassen, T.W. and Lindestad, B. (1998), “Customer loyalty and complex services”, International Journal of Service Industry Management, Vol. 9 No. 1, pp. 7‐23.
Arbuckle, J.L. (1996), Amos Users’ Guide. Version 3.6, Smallwaters Corporation, Chicago, IL.
Bentler, P.M. (1990), “Comparative fit indexes in structural models”, Psychological Bulletin, Vol. 107 No. 2, pp. 238‐46.
Bitner, M.J. (1990), “Evaluating service encounters: the effects of physical surroundings and employee responses”, Journal of Marketing, Vol. 54, April, pp. 69‐82.
Bitner, M.J. and Hubbert, A.R. (1994), “Encounter satisfaction versus overall satisfaction versus quality”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA, pp. 72‐94.
Bloemer, J.M.M. and Kasper, H.D.P. (1995), “The complex relationhip between consumer satisfaction and brand loyalty”, Journal of Economic Psychology, Vol. 16, pp. 311‐29.
Bolton, R.N. and Drew, J.H. (1991), “A multistage model of consumers’ assessments of service quality and value”, Journal of Consumer Research, Vol. 17, March, pp. 375‐84.
Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A. (1993), “A dynamic process model of service quality: from expectations to intentions”, Journal of Marketing Research, Vol. 30, pp. 7‐27.
Brierley, H.M. (1994), “The art of relationship management”, Direct Marketing, Vol. 57, May, pp. 25‐6.
Browne, M.W. and Cudeck, R. (1993), “Alternative ways of assessing model fit”, in Bollen, K.A. and Long, J.S. (Eds), Testing Structural Equation Models, Sage Publications, Newbury Park, CA.
Cadotte, E.R., Woodruff, R.B. and Jenkins, R.L. (1987), ‘‘Expectations and norms in models of consumer satisfaction”, Journal of Marketing Research, Vol. 14, August, pp. 305‐14.
Chaiken, S., Pomerantz, E.M. and Giner‐Sorolla, R. (1995), “Structural consistency and attitude strength,” in Petty, R.E. and Krosnick, J.A. (Eds), Attitude Strength. Antecedents and Consequences, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 387‐412.
Churchill, G.A.J. (1979), “A paradigm for developing better measures of marketing constructs”, Journal of Marketing Research, Vol. 16, February, pp. 64‐73.
Churchill, G.A. and Surprenant, C.F. (1982), “An investigation into the determinants of customer satisfaction”, Journal of Marketing Research, Vol. 19, November, pp. 491‐504.
Cronin, J.J. and Taylor, S.A. (1992), “Measuring service quality: a reexamination and extension”, Journal of Marketing, Vol. 56, July, pp. 55‐68.
Cronin, J.J. and Taylor, S.A. (1994), “SERVPERF versus SERVQUAL: reconciling performance‐based and perception‐minus‐expectations measurement of service quality”, Journal of Marketing, Vol. 58, January, pp. 55‐68.
Cunningham, S.M. (1956), “Brand loyalty – what, where, how much?”, Harvard Business Review, Vol. 34, January‐February, pp. 116‐28.
Dabholkar, P.A. and Thorpe, D.I. (1994), “Does customer satisfaction predict shopper intentions”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 7, pp. 161‐71.
Danahar, P.J. and Mattsson, J. (1994), “Customer satisfaction during the service delivery process”, European Journal of Marketing, Vol. 28 No. 5, pp. 5‐16.
Day, G.S. (1969), ‘‘A two‐dimensional concept of brand loyalty”, Journal of Advertising Research, Vol. 9 No. 3, pp. 29‐35.
de Ruyter, K., Wetzels, M. and Bloemer, J. (1998), “On the relationship between perceived service quality, service loyalty and switching costs”, International Journal of Service Industry Management, Vol. 9 No. 5, pp. 436‐53.
Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99‐113.
Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), “The effect of price, brand and store information on buyers’ product evaluations”, Journal of Marketing Research, Vol. 28 (August), pp. 307‐19.
Eagly, A.H. and Chaiken, S. (1993), The Psychology of Attitudes, Harcourt Brace Jovanovich, Fort Worth, TX.
Edvardsson, B. (1992), “Service breakdowns: a study of critical incidents in an airline,” International Journal of Service Industry Management, Vol. 3 No. 4, pp. 17‐29.
Fick, G.R. and Ritchie, J.R.B. (1991), “Measuring service quality in the travel and tourism industry”, Journal of Travel Research, Vol. 30, Fall, pp. 2‐9.
Fornell, C.A. (1992), “A national customer satisfaction barometer: the Swedish experience”, Journal of Marketing, Vol. 56, January, pp. 6‐21.
Fornell, C.A. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18, February, pp. 39‐50.
French, T. (1997), “Global trends in airline alliances,” Travel & Tourism Analyst, Vol. 4, pp. 81‐101.
Giese, J.L. and Cote, J.A. (1999), “Defining consumer satisfation”, Academy of Marketing Science Review [Online], No. 1.
Gremler, W.D. and Brown, S.W. (1996), “Service loyalty, its nature, importance and implications”, in Edvardsson, B., Brown, S.W., Johnston, R. and Scheuing, E. (Eds), QUIS V: Advancing Service Quality: A Global Perspective, ISQA, New York, NY, pp. 171‐81.
Gummesson, E. (1991), “Truths and myths in service quality”, International Journal of Service Industry Management, Vol. 2 No. 3, pp. 7‐16.
Hartmann, R.S. (1967), The Structure of Value: Foundations of a Scientific Axiology, Southern Illinois Press, Carbondale, IL.
Häubl, G. (1996), “A cross‐national investigation of the effects of country of origin and brand name on the evaluation of a new car”, International Marketing Review, Vol. 13 No. 5, pp. 76‐97.
Heskett, J.L., Sasser, W.E. and Hart, C.W.L. (1990), Service Breakthroughs. Changing the Rules of the Game. The Free Press, New York, NY.
Hoch, S.J. and Ha, Y.‐W. (1986), “Consumer learning: advertising and the ambiguity of product experience”, Journal of Consumer Research, Vol. 13 September, pp. 221‐33.
Holbrook, M.B. (1994), “The nature of customer value: An axiology of service in the consumption experience”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality: New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA, pp. 21‐71.
Jacoby, J. and Chestnut, R.W. (1978), Brand Loyalty Measurement and Management, Wiley, New York, NY.
Jacoby, J. and Kyner, D.B. (1973), “Brand loyalty versus repeat buying behavior”, Journal of Marketing Research, Vol. 10 February, pp. 1‐9.
Johnson, C. and Mathews, B.P. (1997), “The influence of experience on service expectations”, International Journal of Service Industry Management, Vol. 8 No. 4, pp. 290‐305.
Jöreskog, K.G. and Sörbom, D. (1993), LISREL 8: A Guide to the Program and Applications, Scientific Software International.
Kahn, B.E., Kalmwani, M.U. and Morrison, D.G. (1986), “Measuring variety seeking and reinforcement behaviors using panel data”, Journal of Marketing Research, Vol. 23, May, pp. 89‐100.
Kellogg, D.L., Youngdahl, W.E. and Bowen, D.E. (1997), “On the relationship between customer participation and satisfaction: two frameworks”, International Journal of Service Industry Management, Vol. 8 No. 3, pp. 206‐19.
Kiesler, C.A. (1971), The Psychology of Commitment, The Academic Press, New York, NY.
Krosnick, J.A. (1995), “Attitude strength: an overview”, in Petty, R.E. and Krosnick, J.A. (Eds), Attitude Strength. Antecedents and Consequences, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 1‐24.
Kumar, N., Hibbard, J.D. and Stern, L.W. (1994), “An empirical assessment of the nature and consequences of marketing channel intermediary commitment”, Marketing Science Institute Report No. 94‐115, Marketing Science Institute, Cambridge, MA.
LaTour, S.A. and Peat, N.C. (1979), “Conceptual and methodological issues in consumer satisfaction research”, in Wilkie, W.L. (Ed), Advances in Consumer Research, Vol. 6, Association for Consumer Research, Ann Arbor, MI, pp. 431‐7.
Liljander, V. and Strandvik, T. (1995), “The nature of customer relationships in services”, in Swartz, T.A., Bowen, D.E. and Brown, S.W. (Eds), Advances in Services Marketing and Management: Research and Practice, JAI Press, Greenwich CT, pp. 141‐67.
Liljander, V. and Strandvik, T. (1997), “Emotions in service satisfaction”, International Journal of Service Industry Management, Vol. 8 No. 2, pp. 148‐69.
Lim, K.S. and Razzaque, M.A. (1997), “Brand loyalty and situational effects: an interactionist perspective”, Journal of International Consumer Marketing, Vol. 9 No. 4, pp. 95‐115.
Lloyd, A.E., Luk, S.T.K. and Roy, A. (1998), “The role of culture on participation and perceived service quality in retail banking: a Confucian perspective”, in Grey. B.J. and Deans, K.R. (Eds), Marketing Connections, Proceedings of the ANZMAC Conference, University of Otago, Dunedin, pp. 1290‐94.
Lutz, R.L. (1991), “The role of attitude theory in marketing”, in Kassarjian, H.H. and Robertson, T.S. (Eds), Perspectives in Consumer Behavior, 4th ed., Prentice Hall International, Englewood Cliffs, NJ.
Lutz, R.L. and Winn, P.R. (1974), “Developing a Bayesian measure of brand loyalty: a preliminary report,” in Curhan, R.C. (Ed.), Combined Proceedings, American Marketing Association, Chicago, IL, pp. 104‐08.
McConnell, J.D. (1968), “The development of brand loyalty: an empirical study”, Journal of Marketing Research, Vol. 5, February, pp. 13‐19.
Martin, C.L. and Goodell, P.W. (1991), “Histroical, descriptive and strategic perspectives on the construct of product commitment”, European Journal of Marketing, Vol. 25 No. 1, pp. 53‐60.
Mathieu, J.E. and Zajac, D.M. (1990), “A review and meta‐analysis of the antecedents, correlates, and consequences of organizational commitment”, Psychological Bulletin, Vol. 108 No. 2, pp. 171‐94.
Meyer, J.P. and Allen, N.J. (1984), “Testing the <<Side‐Bet Theory>> of organizational commitment: some methodological considerations,” Journal of Applied Psychology, Vol. 69 No. 3, pp. 372‐8.
Miller, J.A. (1977), “Studying satisfaction, modifying models, eliciting expectations, posing problems and making meaningful measurement”, in Hunt, H.K. (Ed.), Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, School of Business, Indiana University, Bloomington, IN, pp. 72‐91.
Oliver, R.L. (1981), “Measurement and evaluation of satisfaction processes in retail settings,” Journal of Retailing, Vol. 57, Fall, pp. 25‐48.
Olson, J.C. and Jacoby, J. (1972), “Cue utilization in the quality perception process”, in Venkatesan, M. (Ed.), Proceedings, Vol. 2, The Association for Consumer Research, pp. 167‐79.
Ostrowski, P.L., O’Brien, T.V. and Gordon, G.L. (1993), “Service quality and customer loyalty in the commercial airline industry,” Journal of Travel Research, Vol. 32, Fall, pp. 16‐24.
Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1991), “Understanding customer expectations of service”, Sloan Management Review, Spring.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple‐item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64, Spring, pp. 12‐40.
Patterson, P.G. (1995), “Choice criteria in final selection of a management consultancy service”, Journal of Professional Services Marketing, Vol. 11 No. 2, pp. 177‐87.
Patterson, P.G. and Spreng, R.A. (1997), “Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination”, International Journal of Service Industry Management, Vol. 8 No. 5, pp. 414‐34.
Pritchard, M.P. and Howard, D.R. (1997), “The loyal traveler: examining a typology of service patronage”, Journal of Travel Research, Vol. 35, Spring, pp. 2‐10.
Reichheld, F.F. (1996), “Learning from customer defections”, Harvard Business Review, March‐April, pp. 56‐69.
Roest, H. and Pieters, R. (1997), “The nomological net of perceived service quality’’, International Journal of Service Industry Management, Vol. 8 No. 4, pp. 336‐51.
Rundle‐Thiele, S., Dawes, J. and Sharp, B. (1998), “An empirical investigation of the relationship between three types of loyalty”, in Grey, B.J. and Deans, K.R. (Eds), Marketing Connections, Proceedings of the ANZMAC Conference, University of Otago, Dunedin, pp. 2243‐53.
Rust, R.T. and Oliver, R.L. (1994), “Service quality: insights and managerial implications from the frontier”, in Rust, R.T. and Oliver, R.L. (Eds), Service Quality. New Directions in Theory and Practice, Sage Publications, Thousand Oaks, CA, pp. 1‐20.
Ryan, C. and Cliff, A. (1997), “Do travel agencies measure up to customer expectation? An empirical investigation of travel agencies’ service quality as measured by SERVQUAL”, Journal of Travel & Tourism Marketing, Vol. 6 No. 2, pp. 1‐31.
Samuelson, B.M. and Sandvik, K. (1997), “The concept of customer loyalty”, in Arnott, D., Bridgewater, S., Dibb, S., Doyle, P., Freeman, J., Melewar, T., Shaw, V., Simkin, L., Stern, P., Wensley, R. and Wong, V. (Eds), Marketing: Progress, Prospects, Perspectives, Vol. 3, EMAC Proceedings, Warwick Business School, Warwick, pp. 1122‐40.
Scheuch, A. (1997), “Qualitätsmessung, Kundenzufriedenheit und Loyalität bei Fluglinien am Beispiel von Austrian Airlines,” unpublished dissertation, University of Economics and Business Administration, Vienna, Austria.
Selnes, F. (1993), “An examination of the effect of pruduct performance on brand reputation, satisfaction and loyalty”, European Journal of Marketing, Vol. 27 No. 9, pp. 19‐35.
Smith, A.M. (1999), “Some problems when adopting Churchill’s paradigm for the development of service quality measurement scales”, Journal of Business Research, Vol. 46, pp. 109‐20.
Spreng, R.A., Dixon, A.L. and Olshavsky, R.W. (1993), “The impact of perceived value on consumer satisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 6, pp. 50‐55.
Strandvik, T. and Liljander, V. (1994), “A comparison of episode performance and relationship performance for a discrete service”, paper presented at the 3rd Service Marketing Workshop, Berlin, Germany, 25‐26 February.
Sweeney, J.C. (1994), “An investigation of a theoretical model of consumer perceptions of value”, unpublished Doctoral dissertation, School of Management and Marketing, Curtin University of Technology, Perth, Australia.
Teas, R.K. (1993), “Expectations, performance evaluation, and consumers’ perceptions of quality”, Journal of Marketing, Vol. 57, October, pp. 18‐34.
Troye, S.V., Ogaard, T. and Henjesand, I.J. (1995), “The triple importance of service: an alternative model of service and product quality”, in Bergadaa, M. (Ed.), Proceedings of the 24th Annual Conference of the European Marketing Academy, ESSEC, Paris, pp. 1335‐54.
Tse, D.K. and Wilton, P.C. (1988), “Models of consumer satisfaction formation: an extension,” Journal of Marketing Research, Vol. 25, May, pp. 204‐12.
Tucker, W.T. (1964), “The development of brand loyalty”, Journal of Marketing Research, Vol. 1, August, pp. 32‐5.
Yi, Y. (1991), “A critical review of consumer satisfaction”, in Zeithaml, V.A. (Ed.), Review of Marketing 1990, American Marketing Association, Chicago, IL, pp. 68‐123.
Zeithaml, V.A. (1988), “Consumer perceptions of price, quality and value: a means‐end model and synthesis of evidence”, Journal of Marketing, Vol. 52, July, pp. 2‐22.
Zeithaml, V.A., Berry, L.L. and Parasuraman, A. (1988), “Communication and control processes in the delivery of service quality”, Journal of Marketing, Vol. 52, pp. 35‐48.
Zins, A.H. (1998), “Creating customer value in the context of service bundles”, in Grey, B.J. and Deans, K.R. (Eds), Marketing Connections, Proceedings of the ANZMAC Conference, University of Otago, Dunedin, pp. 2884‐97.