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"Loyalty Psychological aspects."
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Tribal : how the cultural instincts that divide us can help bring us together
\"Tribalism is our most misunderstood buzzword. We've all heard pundits bemoan its rise, and it's been blamed for everything from political polarization to workplace discrimination. But as acclaimed cultural psychologist and Columbia professor Michael Morris argues, our tribal instincts are humanity's secret weapon. Countries, churches, political parties, and companies are tribes, and tribal instincts explain our loyalties to them and the hidden ways that they affect our thoughts, actions, and identities. Rather than deriding tribal impulses for their irrationality, we can recognize them as powerful levers that elevate performance, heal rifts, and set off shockwaves of cultural change. Weaving together deep research, current and historical events, and stories from business and politics, Morris cuts across conventional wisdom to completely reframe how we think about our tribes\"-- Provided by publisher.
BOOK
Consequences of customer loyalty to the loyalty program and to the company
Gaining customer loyalty is an important goal of marketing, and loyalty programs are intended to help in reaching it. Research on loyalty programs suggests that customers differentiate between loyalty to a company and loyalty to a loyalty program, yet little is known about the consequences of these two types of loyalty. Therefore, our study intends to make two main contributions: (1) improving our understanding of the constructs “program loyalty” and “company loyalty”, (2) investigating the relative impact of the two types of loyalty on preference, intention, and purchase behavior for the case of a multi-firm loyalty program. Results indicate that company loyalty influences a customer’s choice to visit a particular provider and to prefer it over competitors, but it is not a strong predictor of purchase behavior. Conversely, program loyalty is a far more important driver of purchase behavior. This implies that company loyalty primarily attracts customers to a particular provider and program loyalty ensures that once inside the store, more money is spent.
Journal Article
An emerging theory of loyalty program dynamics
As exemplary instruments of relationship marketing, loyalty programs are being implemented and studied at an unprecedented rate. Yet real-world efforts often fail—or at least do not live up to expectations—and despite the growing richness of loyalty program literature, the field remains fragmented. Thus, a comprehensive perspective is required. To guide further research and suggest ways that managers might improve loyalty program effectiveness, this article synthesizes insights on loyalty programs from empirical research and underlying psychological theories. The proposed conceptual model of loyalty program effectiveness consists of psychological, design, and operational elements; in turn, it suggests a set of 12 propositions that account for differential effects across customer acquisition, onboarding, expansion, and retention stages. With an evolving theory of loyalty programs across relationship dynamics, this propositional inventory parsimoniously delineates the trade-offs associated with relationship stage–based management of these programs. The proposed comprehensive foundation can guide loyalty program practice and research.
Journal Article
How does power distance belief impact consumers’ responses to demotion in hierarchical loyalty programs? The dual processes of monetary and psychological losses
Across five studies, we find that high-power distance belief (PDB) consumers (i.e., consumers who value social hierarchy) tend to show lower loyalty after being demoted in loyalty programs than low-PDB consumers (i.e., consumers who value equality). This occurs because while low-PDB consumers are only sensitive to the monetary losses associated with the demotion, high-PDB consumers are sensitive to both the monetary and psychological losses. More importantly, we find that when consumers receive the appropriate monetary (for low-PDB) or status-symbolic (for high-PDB) compensation, the negative effect of demotion is attenuated. Additionally, we find that proactive approaches are more effective in mitigating negative responses to demotion; accordingly, marketers should warn consumers of a prospective demotion and offer consumers help in maintaining their existing membership tier. Doing so results in a win-win situation where consumers avoid demotion and marketers achieve higher profits. The theoretical and practical implications of the research are also discussed.
Journal Article
Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust
As an emerging e-commerce model that combines the convenience of traditional e-commerce with the real-time and interactive nature of live streaming, live-streaming (LS) e-commerce is loved and recognized by consumers. At the same time, LS e-commerce also faces many difficulties such as homogenization of marketing content and consumers’ low willingness to repeat purchase. Therefore, how to better stimulate consumers’ continuous purchase willingness in LS has become a hot topic of current research. Based on the stimulus–organism–response (SOR) model, this paper constructs a model of consumers’ purchase intention mediated by consumers’ trust in LS e-commerce, measuring consumers’ perceived value in LS e-commerce in three dimensions: utilitarian value, hedonic value and social value, and using consumers’ trust in the streamer and trust in the product as mediators to investigate the influence of perceived value on consumers’ continuous purchase intention. Data of Chinese users were collected by questionnaire survey to prove the assumptions of this paper. The results show that consumers’ perceived utilitarian value, hedonic value and social value significantly and positively influence their trust in the streamer; consumers’ perceived utilitarian value and social value significantly and positively influence their trust in product; trust in streamer significantly and positively influences their trust in the product; and consumer trust partially mediates the relationship between perceived value and consumers’ willingness to continue to purchase.
Journal Article
Influence of sensory experiences on tourists' emotions, destination memories, and loyalty
We examined the influence of tourists' sensory experiences on their destination loyalty, and the mediating effects of tourists' emotions and memories of their experience. Data were collected using a self-report survey from 304 tourists visiting Wuyi Mountain, a natural and cultural
World Heritage Site in China. We found positive impacts of sensory experiences on emotions, memories, and loyalty; of emotions on memories and loyalty; and of experience memories on loyalty. Further, sensory experiences increased tourists' loyalty by positively influencing their memories,
and sensory experiences positively affected tourists' memories by arousing their emotions, thereby affecting their loyalty. Our findings provide a deeper understanding of the internal mechanism of stimulating sensory experiences for enhancing tourist loyalty. Avenues for engaging tourists
should address the effect of sensory experiences on emotions and destination memories.
Journal Article
Achieving destination sustainability: How tourist-to-tourist interaction quality affects tourist loyalty?
Although tourist-to-tourist interaction (TTI) has been identified as an essential element in tourist experiences, the effect of TTI quality on tourist loyalty, and the mechanism underlying this effect is scarcely discussed in the literature. Based on the self-determination theory, this study aims to examine whether and how TTI quality influences tourist loyalty, representing a significant means to achieve destination sustainability. More specifically, this study tested a moderated mediation model in which basic psychological needs satisfaction mediated the relationship between TTI quality and tourist loyalty, while sociability moderated the link between TTI quality and basic psychological needs satisfaction. A survey research approach was used, and 746 complete, usable responses were collected in multiple cities in China. The results revealed that the direct impact of TTI quality on tourist loyalty is mediated by basic psychological needs satisfaction. Furthermore, sociability positively moderates the influence of TTI quality on tourist loyalty. This study extends the TTI literature by demonstrating the mechanism of basic psychological needs satisfaction and tourists’ sociability in the relationship between TTI quality and tourist loyalty. Managerial suggestions are provided for industry practitioners to improve tourist relationship management and the sustainability of destinations.
Journal Article
Individual Psychological Ownership: Concepts, Evidence, and Implications for Research in Marketing
Psychological ownership has emerged as an important predictor of workplace motivations, attitudes, and behaviors. While components of psychological ownership theory have been recently adapted to marketing contexts as well, much remains to be done. With a more comprehensive application and use of psychological ownership theory in marketing, additional understanding and explanation could be provided for many of the key phenomena, such as customer satisfaction, loyalty, word-of-mouth, and willingness to pay. In this article, we focus on individual psychological ownership-associated concepts and evidence with implications for research in marketing. Our work offers multiple avenues for future research focused on, but not limited to, marketing contexts.
Journal Article
Enhancing consumer engagement in an online brand community via user reputation signals: a multi-method analysis
Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty. In this research, we investigate how the type of signal used to indicate user reputation can enhance (or diminish) consumers’ community engagement. Specifically, we explore differences in perceptions of points (i.e., point accrual systems), labels (i.e., descriptive, hierarchical identification systems), and badges (i.e., descriptive, horizontally-ordered identification systems). We argue that reputation signals vary in the degree to which they can provide role clarity—the presence of user roles that deliver information about expected behaviors within a group. Across several studies, including a natural experiment using panel data, a survey of community members, and two controlled experiments, we show that signals that evoke a positive social role have the ability to drive greater engagement (i.e., creating discussions, posting comments, and future engagement intentions) than signals that do not provide role clarity. The effect is moderated by user tenure, such that new consumers’ engagement is particularly influenced by signal type. These findings have important implications for marketers as they use reputation signals as a strategic tool when managing online communities.
Journal Article