An Empirical Analysis of the Dimension of Loyalty to Determine Customer Retention for E-Commerce

COVID-19 has fostered the growth and transformation of digital media in every aspect, importantly in the area of electronic commerce. During these days, many new practices inhabiting in human behaviour bring new norms for the marketers. Use of online shopping has increased incrementally due to the government advisory, changing consumer buying behaviour as well. An amalgamation of the old and new medium of selling goods and services are now bringing new business challenges post pandemic for the marketer, and customer retention is one of them. Henceforth, there is a dearth of studies addressing the impact of dimension of loyalty (behaviour/ attitude) on customer retention in online shopping platforms post pandemic. This study considers post pandemic as the context of research to determine the impact of behavioural and attitudinal loyalty on customer retention for the online shopping platforms. Further research also aims to determine whether the brand image plays a critical role in mediating the relationship between dimensions (Behavioural/ Attitudinal) of loyalty and customer retention for online shopping platforms or not? In the research, primary data represent the respondent from Delhi NCR. The author applied linear regression to validate the research idea. The findings indicate that attitudinal loyalty significantly enforces customer retention over behavioural loyalty. Also, brand image mediates the impact of attitudinal loyalty on retention. © 2023 SAGE Publications.

Panic buying in the second wave of COVID-19: the moderating effect of past buying experience

PurposeWith the advent of the second wave of COVID-19 pandemic, there is a need to analyse the scenario of panic buying (PB) behaviour of the customers which was evident in the first wave. This paper aims to examine the PB scenario as well as the moderating effect of past buying experience (PBE) on PB in the second wave of the COVID-19 pandemic. Design/methodology/approachThis study is based on the theories of stimulus-organism-response model and the competitive arousal model. Based on these theories, this paper investigates how panic situation created by external stimuli such as perceived scarcity (PS), perceived risk (PR), news in media (NM) and social learning affect the perceived arousal (PA) among people which in turn influence the PB behaviour of customers. Data were collected from 253 customers from different parts of India. Structural equation modelling is used to analyse the moderating effect of PBE on the PB in the second wave of COVID-19 pandemic. FindingsThe results indicate that the PS, PR and NM continue to be strong predictors of a buyer for PA. However, the PB is not reinforced by the moderation effect of PBE. Research limitations/implicationsThis paper investigates the consumers' PB behaviours in the wake of third wave of COVID-19 pandemic which add to the existing literature of COVID-19 pandemic. Moreover, this study also examines how previous buying experience can moderate the PB behaviour of the customers in subsequent phases of COVID-19 pandemic. This supports the potential effectiveness of self-regulation as an intervention strategy for reducing PB behaviours during the COVID-19 pandemic. Practical implicationsThis study emphasises the impact of external stimuli like PS, PR and media coverage on PB behaviour, marketers and policymakers should manage to avoid triggers. Although PBE may not moderate PB during a pandemic, it can play a significant role in future buying behaviour. Anticipating potential triggers and designing effective marketing strategies that cater to customers' needs can help manage PB behaviour during disasters or pandemics. In addition, promoting conscious consumption awareness and self-regulation practices among customers can help manage PB behaviour, benefit the environment and society and make customers more responsible buyers. Originality/valueTo the best of the authors' knowledge, this study examines the PB behaviour of customers during the second wave of COVID-19 pandemic for the first time. This study also investigates the moderating effect of PBE on the PB behaviour of customers during a pandemic which is new and significant that extends the literature on PB behaviour during a pandemic.

New generation commerce: The rise of live commerce (L-commerce)

Live commerce (L-commerce) is an emerging distribution channel that has transformed consumer shopping preferences. Owing to the COVID-19 pandemic, consumers' need for non-face-to-face (NFTF) commerce increased rapidly. However, unlike face-to-face (FTF) commerce, NFTF commerce has disadvantages. It lacks interactivity. The newly emerged L-commerce addresses this deficiency using real-time streaming technology. It is positively evaluated in various business segments. This study investigated the structural relationships between the characteristics of L-commerce, customer satisfaction, repurchase intention, and customer loyalty to L-commerce. The moderating effects of security and privacy (SP) and the perceived price advantage (PPA) were further examined. The findings represent a priori research that empirically proves the effectiveness of L-commerce.

Engaging the customer with augmented reality and employee services to enhance equity and loyalty

PurposeThis study aims to understand customer equity and loyalty using augmented reality (AR) and employee services in a physical retail environment. The current study investigated how customers' experiences with AR-based and employee service affect their satisfaction, equity and loyalty.Design/methodology/approachA conceptual framework was developed by reviewing AR and employee services literature. The Smart PLS-SEM technique was used to test the responses of 620 Chinese respondents empirically.FindingsThe findings provided valuable insights into AR and employee services in a physical retail environment. Customers are more inclined to use AR services in the current business climate.Research limitations/implicationsThis study's sample was drawn from a single city, with a total of 620 respondents, which may not be a complete representation of China as a whole. As a result, the results may not be generalizable to a single city.Practical implicationsRetail brand managers should emphasize implementing innovative technologies in the physical retail environment to retain and attract customers. Pandemic consumers are opting for innovative technologies as part of their shopping experience due to changes in business models.Originality/valueThe researchers recognized AR and employee services as innovative domains in physical retail stores because they can increase sales, customer equity and loyalty. As a result, the framework results are precious to practitioners interested in implementing such innovative technologies for retail stores.

Online retailer cold chain physical distribution service quality and consumers: evidence from China during the COVID-19 pandemic

In order to improve the satisfaction of online retail consumers and explore the process of forming consumer loyalty during the COVID-19 pandemic, this research combines the theories of perceived value and affect-as-information, taking cold chain logistics services (PDS) as an example to discuss the influence of PDS quality (PDSQ) of online retail cold chain on consumers' psychological emotion (satisfaction and psychological distress), attitude, and behaviour (loyalty). We collected 350 valid responses from an online response team in Wuhan, China, and analysed the data using exploratory factor analysis and structural equation modelling. Results reveal that the general psychological distress of consumers plays an intermediary role in the influence path of PDSQ on consumer loyalty during the pandemic. Therefore, online retailers should combine logistics services with measures to alleviate consumer psychological distress in disaster situations, which can increase consumers' loyalty to online retailers.

Strategic Alliances, Innovation Capability, Cost Reduction, Customer Loyalty and Competitive Advantage in B2B Alliances

Disruptive business environment such as the Covid-19 pandemic and the recent high volatility in commodity prices has changed the way businesses were conducted. The heavy equipment industry is one of many industries affected by such an environment, especially those who are related to the mining industry where the volatility of the commodity prices has a significant impact on their business performance. Alliances are commonly formed by heavy equipment distributors and their customers to create a mutual benefit to sustain their performance. Strategic alliances have attracted substantial attention from industry as well as academia as a way to stay competitive. They mostly focus on the partner-to-partner alliances in serving their customers. Consumer behaviour has changed due to changes in the environment that make firms' strategic focus more on human-centric business approaches. This study looks at the roles of the partner-to-customer alliances, innovation capability, and cost reduction toward customer loyalty and competitive advantage. Data was collected from 335 respondents from the firms that have entered into alliances. This study finds strategic alliances have the highest association with cost reduction, followed by their association with innovation capability. They enhance customer loyalty through innovation capability. Cost reduction is not a lever to develop customer loyalty in the partner-to-customer relationship. The study also confirms that operational efficiencies are necessarily the source of competitive advantage, but strategic alliances are. © 2022, Academic Conferences and Publishing International Limited. All right reserved.

The Impact of E-Commerce on Customer Satisfaction and Customer Loyalty during the COVID-19 Pandemic: A Quantitative Analysis in Thailand

The aim of this study is to identify the impact of e-commerce on customer satisfaction and customer loyalty among online shopping platforms in Thailand during the COVID-19 pandemic. This study analyzes user interface quality, information quality and perceived privacy as factors influencing customer satisfaction and loyalty. The samples (400 respondents) were collected from an online questionnaire by using snowball sampling, convenience sampling as well as stratified random sampling. After gathering the data, it was analyzed by using simple and multiple linear regression in order to confirm and show the significance of the hypotheses. For data analysis, Multiple and Simple Linear Regression analysis methods were applied as well as a Five-Point Likert scale method. This study found that user interface quality, information quality and perceived security have a significant, positive impact on customer satisfaction and loyalty. This study further suggests that in order to gain the loyalty of online customers, the online shopping platforms should focus on other factors e.g., trust, which influence customer satisfaction. Achieving these goals are highly likely to ensure customer loyalty. The limitations of this research paper are that it is specifically focused on Thailand and consumers living in Thailand. Therefore, the findings that result from this research might not apply to other countries around the world and will only represent the situation in Thailand.

The mediating impact of airlines' image in relation of corporate social responsibility and customers' loyalty: An empirical in Vietnam

Corporate social responsibility (CSR) towards sustainable development has been identified as a marketing philosophy that businesses in developed countries should pursue in the post-Covid-19 era as these practices deal with urgent global social and environmental challenges. Such efforts contributing to sustainable development will enhance corporate image and reinforce strong bonds with customers. In developing countries like Vietnam, how CSR affects consumer behaviour and the mechanism regulating the relationship between CSR and consumer behavior are the research gaps that have not been widely investigated. This study explores the relationship between CSR and customer loyalty, with the emphasis on the mediating role of corporate image. Focusing on the Vietnamese aviation industry, the author surveyed 514 passengers and analyzed them using structural equation modeling. Our findings show that CSR has a positive impact on corporate image and customer loyalty. In addition, CSR also affects customer loyalty through enhancing corporate image. Research results have provided research implications and management implications for the future. © 2023 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.

Rising Customer Loyalty with Beneficial Impact on Service Quality Dimensions during the COVID-19 Pandemic for Tourism in Thailand

The tourism industry is one of the fastest and largest growing industries in the economy nowadays. This industry has proven to be full of opportunities and challenges such as opening international borders, widespread internet access, and increased mobility and wealth of citizens in increasingly industrialized countries such as Thailand. The tourism industry can support the economic development of both local and country economic, earnings from foreign and domestic visitors. Especially during the COVID-19 pandemic, the tourism industry is declining. Therefore, some adjustment is required to increase the recovery rate of the tourism industry. The goal of this study is to assess the influence of service quality (SERVQUAL) dimensions on customer loyalty using customer satisfaction as an intervening variable. Based on SERVQUAL dimension as the independent variable and customer loyalty as the dependent variable also customer satisfaction is the intervening variable. This research was done in 4 stars hotels in Thailand, that struggle during the COVID-19 pandemic. The data used is based on the questionnaire that spread out to 100 respondents of hotel customers from many countries. The regression and analysis approaches are used in this research because the goal is to determine the indirect influence of SERVQUAL characteristics and customer satisfaction on customer loyalty. The result of the study showed a positive impact to increase the value of the customer and minimizing customer loss, especially during the COVID-19 Pandemic. © 2023 by ASERS® Publishing. All rights reserved.

Millennials, COVID-19, and its impact on perception: the case of the banking system

Customer loyalty strategies of retailing banks are facing growing uncertainty among Millennials, with high attrition rates after only a few years. Besides, the COVID-19 pandemic and its social and economic consequences are severely hitting Millennials, and the retail banking sector seems to be frontline with people in turbulent times. In this paper we analyse the antecedents of customer loyalty intentions and switching intentions of people aged 18-25 towards their banks, using the same model before the crisis and 15 months after the beginning of the crisis. The studies are validated and compared using PLS-SEM, and show that trust and commitment still play a mediating role between classic antecedents and simple loyalty intentions. However, the influence of trust, commitment and loyalty intentions to limit switching intentions is fading through time, as if the COVID crisis contributed to an accelerated deterioration in the structure of usual relationships between constructs linked to loyalty. The explosion of switching intentions is analysed and relativised, and we provide operational suggestions for loyalty strategies addressing Millennials. Copyright © 2022 Inderscience Enterprises Ltd.

Sustainable crowdsourced delivery: A study of technological, health, value, and trust antecedents of consumer loyalty

Crowdsourced delivery has various advantages over conventional delivery methods, including a decrease in emissions and road congestion. These benefits grow as consumer loyalty is established due to network externalities. This study seeks to identify the factors influencing customer loyalty to crowdsourced delivery through the unified theory of acceptance and use of technology, the health belief model, the perceived value theory, and the trust theory. First, a questionnaire was administered to 500 respondents in Singapore, and the data was analyzed using structural equation modeling. The findings show that technology and health belief constructs have direct impacts on the perceived value of crowdsourced delivery, while perceived value has direct and indirect effects on consumer loyalty through trust. Overall, this study contributes to the literature theoretically and practically by developing a paradigm for understanding the growth of customer loyalty to crowdsourced delivery from the perspectives of consumers and health beliefs. It also offers operators and policymakers concrete areas for improvement in resource allocation, security, and marketing to increase overall consumer loyalty to crowdsourced delivery. © 2023 The Authors

Co-creative service design for online businesses in post-COVID-19

Purpose: This study aims to explore the customers' behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses (webstore) in the post-COVID-19 era. Design/methodology/approach: The study used a qualitative design for collecting the data where in-depth interviews from 18 customers were conducted following the qualitative design protocol. Due to the limitation of physical distancing, the interviews were conducted online using Microsoft teams. Findings: Based on the findings, new potential services are proposed for webstores for customer engagement, the need for expansion of product lines and safety measures for customers and staff during and post-COVID-19 era. Following the findings, a co-creative service design is proposed for webstores to revamp the business during and post-COVID-19. Originality/value: The study is unique because it has developed various unique strategic factors essential for revamping online businesses for better growth in post-COVID-19. The proposed new co-creative service design model for an online service provider is expected to create customers engagement and loyalty during and in post-COVID-19. © 2021, Emerald Publishing Limited.

Social CRM: linking the dots of customer service and customer loyalty during COVID-19 in the hotel industry

PurposeSocial customer relationship management (SCRM) is an evolving strategy gaining prominence in the hotel industry by cultivating new, improved relationships through engaging customers on social media (SM) platforms. Accordingly, this study aims to assess the effect of SCRM on customer service and customer loyalty (CL) in the hotel industry. This study also explores the moderating effect of COVID-19 (EC) on the relationship between (customer engagement [CE] and improved customer service [ICS]) and (CE and trust [TR]).Design/methodology/approachThis study develops and tests the SCRM model using structural equation modelling on a sample size of 214 responses. The questionnaire was administered online to the customers of five preselected global hotel chains. The criteria for selecting the participants were that they must have tweeted from their Twitter handle by using # (hashtag) hotel name to resolve any customer service issues.FindingsResults denote that CE significantly impacts ICS. CE was also found to exert a substantial effect on TR. The moderating EC was also found to be significant, but the effect was weak. Although the customers were extensively impacted by the pandemic and were initially hesitant to visit hotels, SCRM proved to be a powerful tool to gain back customer trust (CT) and develop CL by upsurging the shadows of COVID-19.Practical implicationsThis study suggests that viable enforcement of the SCRM system can assist in real-time monitoring and tracking of customers' activities. This can develop a more profound connection with customers through CE which can boost the co-innovation process.Originality/valueThis study denotes a pioneer attempt to investigate the relationships between SCRM, CE, CT, ICS, CL and COVID-19 in the same framework in a SM context.

Corporate social responsibility and customer loyalty during the Covid-19 pandemic: evidence from pharmacy practice

Purpose>In recent years, corporate social responsibility (CSR) has taken on a more prominent role in both large and small businesses because of its significant impact on various aspects of business performance. To date, a growing body of literature has demonstrated the mechanisms whereby CSR practices affect organizational outcomes;however, there has been little research examining how CSR practices contribute to customer loyalty within the pharmacy context. As such, this study aims to explore how CSR practices influence the loyalty of pharmacy customers, particularly in relation to the mediatory effects of customer-company identification (CCI) and customer trust.Design/methodology/approach>A survey questionnaire was developed and administered to collect the required data from the pharmacy context. The resultant data were subjected to exploratory factor analysis to identify the scale dimensions, followed by multiple regression analysis to test the hypotheses.Findings>Analysis of the results (n = 528) revealed that perceived CSR indirectly impacts loyalty through the mediatory effects of trust and CCI. All hypothesized effects were also confirmed via empirical testing.Originality/value>The findings of this research suggest that not only are CSR activities responsive to societal concerns, but they can also promote customer identification with pharmacies and strengthen customer trust, which can, in turn, lead to long-term customer loyalty.

Corporate social responsibility and customer loyalty during the Covid-19 pandemic: evidence from pharmacy practice

Purpose>In recent years, corporate social responsibility (CSR) has taken on a more prominent role in both large and small businesses because of its significant impact on various aspects of business performance. To date, a growing body of literature has demonstrated the mechanisms whereby CSR practices affect organizational outcomes;however, there has been little research examining how CSR practices contribute to customer loyalty within the pharmacy context. As such, this study aims to explore how CSR practices influence the loyalty of pharmacy customers, particularly in relation to the mediatory effects of customer-company identification (CCI) and customer trust.Design/methodology/approach>A survey questionnaire was developed and administered to collect the required data from the pharmacy context. The resultant data were subjected to exploratory factor analysis to identify the scale dimensions, followed by multiple regression analysis to test the hypotheses.Findings>Analysis of the results (n = 528) revealed that perceived CSR indirectly impacts loyalty through the mediatory effects of trust and CCI. All hypothesized effects were also confirmed via empirical testing.Originality/value>The findings of this research suggest that not only are CSR activities responsive to societal concerns, but they can also promote customer identification with pharmacies and strengthen customer trust, which can, in turn, lead to long-term customer loyalty.

South African bank loyalty during Covid-19 times

The Covid-19 pandemic has changed the way firms and consumers operate. It is crucial to investigate how customer loyalty changed in the banking industry when clients had to use e-banking methods for transactions during periods of lockdown. The purpose of the study is to establish how the pandemic influenced relationship marketing (RM) aspects and consequently customer loyalty in the South African banking industry, to increase loyalty levels in this competitive industry. This study attempts to address a research gap in the subject-area of customer loyalty during times of uncertainty, such as the Covid-19 pandemic, by considering the selected RM aspects related to customer loyalty. Thus, the primary objective of this study is to investigate customer loyalty in the South African banking industry since Covid-19. Following an empirical investigation, 203 banking clients formed a convenience sample by answering a self-administered closed-ended questionnaire. Data was analysed by means of quantitative procedures. The main results of this study reveal that three RM aspects, namely reputation, safety regulations (linked to Covid-19 protocols) and information safety, positively lead to customer loyalty among banking clients during Covid-19 times. The study recommends practical strategies to banks, concerning reputation, safety in terms of Covid-19 regulations as well as information security, to improve the significant RM aspects in order to increase customer loyalty. Following implementation, this could ensure mutual bank-client benefits and ultimately contribute to the South African economy. Furthermore, the study adds to the body of literature on RM by revealing that in addition to well-established RM aspects such as customer satisfaction, other aspects related to bank-client relationships are also pertinent to increase customer loyalty during uncertain times. These aspects relate to a particular situation and could be regarded as contextual RM aspects. One example of such an aspect, proven to be relevant to this study, is Covid-19 safety regulations.

Telecommunications service quality, customer satisfaction and customer loyalty in pandemic times

PurposeThis study aims to empirically explore telecommunications service quality (SQ) and its impact on the customer loyalty (CL) through a mediating impact of customer satisfaction (CS) during the COVID-19 pandemic crisis. Design/methodology/approachA survey was conducted involving 384 customers of telecommunications service providers in Egypt. The hypothesized direct relationships were tested through regression analysis, and the mediating effect was tested using structural equation modeling technique. FindingsThe results reveal a strong positive relationship of SQ dimensions, CS and CL. Reliability, privacy and security and convenience, respectively, proved to increase CS and CL more than the other SQ dimensions, particularly during COVID-19. Moreover, CS was found to significantly and fully mediate the effect of SQ on CL. Research limitations/implicationsThis is an empirical research applied in the Egyptian telecommunications setting. Its relationships need further investigation in other settings and countries. Also, traditional limitations of a cross-sectional study apply with respect to the attribution of causality and the time lag effects. Practical implicationsIn strategic planning of telecommunications services and the associated consumer behavior, the results of this study can be helpful for policymakers. In case of similar epidemics and natural calamities, consumers may depict similar behavior as shown during the lockdown and social distancing during COVID-19;hence, this study can help regulatory bodies in preparing their safety roadmap. Originality/valueThis study contributes to the body of knowledge in enhancing the understanding on the impact of telecommunications SQ on CS and loyalty, particularly during the COVID-19 pandemic crisis.

THE PSYCHOLOGICAL LOGIC OF CUSTOMER LOYALTY: TOWARDS AN INTEGRATED CONCEPTUAL FRAMEWORK (SATISFACTION, TRUST AND COMMITMENT)

The globalization of the economy - and with it, new emerging markets - has increased competitive pressure exponentially, rendering customer retention, a highly relevant factor in attracting new consumers. As a result of differentiation and technological globalization, competitive strategies must increasingly leverage the digital channel to not only foster client relationships but also create and offer value. Consequently, companies are using the digital medium to develop not only new services but also unforgettable experiences. Despite the importance of these changes, few scholarly works have studied the influence of this virtual experience on customer retention, channel loyalty, and recommendations to third parties (i.e., word-of-mouth). Against that backdrop, this chapter provides an in-depth analysis of how virtual media shape the relations between companies and their clients. Traditional concepts such as customer experience, satisfaction, trust, loyalty, and recommendation become especially relevant in the digital context, where the adoption of technology has undeniably reshaped people's relationships with companies and each other. This study has immediate implications for the business field, where sustainable growth largely depends on fostering loyalty and recommendations. The conclusions are also highly relevant to a world scenario reconfigured by the Delta Variant, COVID-19 pandemic, which has created a volatile environment and exposed the inefficiencies in how companies relate to their customers. Clients' needs and expectations are constantly evolving, as customer-centricity is the vital key to any corporate success in the changing world of the 21st century. © 2021 by Nova Science Publishers, Inc.

Survey reveals pandemic's effect on customer loyalty

The article reveals the effect of the COVID-19 pandemic on customer loyalty and behavior, according to the 2022 State of Customer Loyalty and Churn survey by TechSee. Survey findings indicate a significant loss of product-dependent brand loyalty, growing intolerance for poor service quality, brand switching due to dissatisfaction with service quality and broken cross-channel flows as driver of poor customer service.

Social CRM: linking the dots of customer service and customer loyalty during COVID-19 in the hotel industry

Purpose Social customer relationship management (SCRM) is an evolving strategy gaining prominence in the hotel industry by cultivating new, improved relationships through engaging customers on social media (SM) platforms. Accordingly, this study aims to assess the effect of SCRM on customer service and customer loyalty (CL) in the hotel industry. This study also explores the moderating effect of COVID-19 (EC) on the relationship between (customer engagement [CE] and improved customer service [ICS]) and (CE and trust [TR]). Design/methodology/approach This study develops and tests the SCRM model using structural equation modelling on a sample size of 214 responses. The questionnaire was administered online to the customers of five preselected global hotel chains. The criteria for selecting the participants were that they must have tweeted from their Twitter handle by using # (hashtag) hotel name to resolve any customer service issues. Findings Results denote that CE significantly impacts ICS. CE was also found to exert a substantial effect on TR. The moderating EC was also found to be significant, but the effect was weak. Although the customers were extensively impacted by the pandemic and were initially hesitant to visit hotels, SCRM proved to be a powerful tool to gain back customer trust (CT) and develop CL by upsurging the shadows of COVID-19. Practical implications This study suggests that viable enforcement of the SCRM system can assist in real-time monitoring and tracking of customers' activities. This can develop a more profound connection with customers through CE which can boost the co-innovation process. Originality/value This study denotes a pioneer attempt to investigate the relationships between SCRM, CE, CT, ICS, CL and COVID-19 in the same framework in a SM context.