Developing and validating a multidimensional consumer-based brand equity scale

The authors investigate the impact of satisfaction on loyalty in the context of electronic commerce Findings of this research indicate that although e-satisfaction has an impact on e-loyalty, this relationship is moderated by (a) consumers' individual level factors and (b) firms' business level factors Among consumer level factors, convenience motivation and purchase size were found to accentuate the impact of e-satisfaction on e-loyalty, whereas inertia suppresses the impact of e-satisfaction on e-loyalty With respect to business level factors, both trust and perceived value, as developed by the company, significantly accentuate the impact of e-satisfaction on e-loyalty © 2003 Wiley Periodicals, Inc

E-satisfaction and e-loyalty: A contingency framework

A set of foundation issues that support employee work and service quality is conceptualized as a necessary but not sufficient cause of a climate for service, which in turn is proposed to be reflected in customer experiences. Climate for service rests on the foundation issues, but in addition it requires policies and practices that focus attention directly on service quality. Data were collected at multiple points in time from employees and customers of 134 branches of a bank and analyzed via structural equation modeling. Results indicated that the model in which the foundation issues yielded a climate for service, and climate for service in turn led to customer perceptions of service quality, fit the data well. However, subsequent cross-lagged analyses revealed the presence of a reciprocal effect for climate and customer perceptions. Implications of these results for theory and research are offered.

Linking Service Climate and Customer Perceptions of Service Quality: Test of a Causal Model

This article reports results from a longitudinal field experiment examining the evolution of consumer-brand relationships. Development patterns differed, whereby relationships with sincere brands deepened over time in line with friendship templates, and relationships with exciting brands evinced a trajectory characteristic of short-lived flings. These patterns held only when the relationship proceeded without a transgression. Relationships with sincere brands suffered in the wake of transgressions, whereas relationships with exciting brands surprisingly showed signs of reinvigoration after such transgressions. Inferences concerning the brand’s partner quality mediated the results. Findings suggest a dynamic construal of brand personality, greater attention to interrupt events, and consideration of the relationship contracts formed at the hands of different brands.

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When Good Brands Do Bad

The essence of the information technology revolution and, in particular, the World Wide Web is the opportunity afforded companies to choose how they interact with their customers. The Web allows companies to build better relationships with customers than has been previously possible in the offline world. This revolution in customer relationship management (CRM) has been referred to as the new "mantra" of marketing. However, a problem is that CRM means different things to different people. This article develops a comprehensive CRM model incorporating seven phases: database creation, analysis of the database, customer selection, customer targeting, relationship marketing, privacy issues, and new metrics necessary for evaluating the CRM effort. The article also discusses the implications of CRM for future marketing organizations.

A Framework for Customer Relationship Management

Satisfaction: A Behavioral Perspective on the Consumer

Defining Markets, Defining Moments: America’s 7 Generational Cohorts, Their Shared Experiences, and Why Businesses Should Care

Shopping for Identity

Customer Winback: How to Recapture Lost Customers and Keep Them Loyal

Will reading habit influence your life? Many say yes. Reading collaborative customer relationship management taking crm to the next level is a good habit; you can develop this habit to be such interesting way. Yeah, reading habit will not only make you have any favourite activity. It will be one of guidance of your life. When reading has become a habit, you will not make it as disturbing activities or as boring activity. You can gain many benefits and importances of reading.

Janis Dietz

Papers

Satisfaction: A Behavioral Perspective on the Consumer

Defining Markets, Defining Moments: America’s 7 Generational Cohorts, Their Shared Experiences, and Why Businesses Should Care

Shopping for Identity

Customer Winback: How to Recapture Lost Customers and Keep Them Loyal

Collaborative Customer Relationship Management: Taking CRM to the Next Level