ABSTRACT
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.
ABSTRACT
The objective of the research was to validate an instrument designed to measure the variables value perception, purchase intention, trust, and satisfaction of Micro, Small and Medium Enterprises (MSMEs) dedicated to selling clothing. The PERVAINCONSA Scale (acrostic formed with the initial letters of the Spanish words “Percepción de Valor”, “Intención de Compra”, “Confianza” and “Satisfacción”) was constructed. A total of 238 questionnaires were collected from users of online clothing stores in Peru, Mexico, and Colombia (38.7% men and 61.3% women) with an average age of 24.29 years (SD = 8.04). The KMO and Barlett’s test was 0.958. Confirmatory factor analysis provided an excellent model (χ2 = 372.76, gl = 164;χ2/df = 2.27;CFI = 0.956;RMSEA = 0.073, SRMR = 0.035;and Pclose = 0.00). The model showed good scale reliability given that the composite reliability index (CFI), and all values exceeded the minimum threshold of 0.6. The results suggest that this first version of the PERVAINCONSA presents adequate psychometric evidence to measure value perception, purchase intention, trust and satisfaction in consumers of online stores in Peru, Mexico and Colombia. Thus, it seeks to contribute to the advancement of the scientific study of these important variables in the study of consumer behavior in Latin America.
ABSTRACT
The survival of Physical Education professionals, as well as companies in the fitness market, faced with adverse external events imposed abruptly by a new reality resulting from the COVID-19 pandemic, exposed the fragility of commercial relations with their students/clients, implicating incomes and forcing them to reinvent themselves and adapt to new ways of costumer services. Therefore, this article aims to identify the influence of the value perception, reability and necessity of interaction in the intention of consumption in the fitness market in physicals spaces x virtuals. A survey-type study was carried out with 161 gym students/clients. The statistical technique used for Structural Equation Modeling (SEM), through which the conceptual model was tested. The results highlight that perception of consumption in physical stores obtains a positive emotional response to the purchase intention on the part of the costumers, whereas it highly values human interaction, generating feelings of joy, satisfaction and well-being, being so sensitive not only with behavioral price as also to monetary. They indicate a greater perception of quality and confidence in the purchase of services/products in special environments when compared to online sales format, considering necessity of interaction between the student/customer and the Physical Education professional.