عنوان مقاله
اثرات اعتبار نشان تجاری و برند بر وفاداری مصرف کننده
فهرست مطالب
مقدمه
بررسی مقاله ها و تدوین فرضیه ها
روش ها
نتایج
نتیجه گیری
بخشی از مقاله
مقیاس ها
اعتبار نشان تجاری با ارائه عقایدی که نشان تجاری قادر به فعالیت در مورد تعهدات است و شامل تخصص و باورپذیری می باشد بر اساس مقیاسهایی ارزیابی شده است که توسط Erdem و Swait به کار برده می‌شود . مقیاس های رضایت از Oliver گرفته شده است و محدوده ای از جنبه های رضایت را تشخیص می دهد . موارد تعهد صداقت مستلزم جنبه های موثر ، ابزاری و موقتی تعهد تعیین شده توسط Garbarino و Johnson است و بر اساس ارزیابی سازگار با رفتار سازمانی در تعهد محل کار قرار گرفته است .
کلمات کلیدی:
The effects of brand credibility on customer loyalty Jill Sweeneya,, Joffre Swaitb a School of Economics and Commerce, University of Western Australia, Crawley, WA 6009, Australia b Advanis Inc. & Faculty of Business, University of Alberta, 103 Lennox Rd., Landrum, SC 29356, USA Abstract Customer churn is an ever-growing issue in the relational services sector (e.g., retail banking, telecommunications), where business models ultimately depend upon long-term relationships with customers as the basis for profitability. Businesses in this sector have tended to view satisfaction and service quality as the key tools for increasing customer retention. The present study investigates the important additional role of the brand in managing the churn of current customers of relational services. Based on information economics, we propose specifically that the credibility of the brand underlies the role that the brand can play in this process. This research leads to the enhanced understanding that the brand has a significant role to play in managing long-term customer relationships, and details how the usual tools of customer relationship management, satisfaction and service quality, relate to brand credibility. Results from samples of retail bank and long distance telephone company customers indicate that brand credibility serves in a defensive role: it significantly enhances word-of-mouth and reduces switching behaviors among customers; these relationships are mediated by customer satisfaction and commitment. Implications of the study for theory and practice are discussed. r 2007 Elsevier Ltd. All rights reserved. Keywords: Customer relationship management; Brand credibility; Satisfaction; Commitment; Customer loyalty; Customer behavior 1. Introduction The management of customer churn, or turnover, is a top priority of executives in service industries such as retail banking and telecommunications. It is accepted wisdom in marketing that new customer acquisition is a far more costly undertaking than establishing a broader and deeper relationship with existing customers (see, e.g., Heskett et al., 1994; Reicheld and Sasser, 1990; Rust et al., 1995). Hence, in general the loss of a customer should be viewed with concern by banks and telecommunications firms, both being examples of longer-term relational services requiring the establishment of a formal relationship between customer and firm. Evidence for the rising recognition of the importance of customer churn to firm profitability is easily found in these industries. For example, recent research by Teradata (2004) demonstrates that US bankers are quite aware of this problem: 79% of survey respondents (out of a total of 101 bank executives from financial institutions with assets of $25 billion or more) indicated that ‘‘preventing customer churn is the key competitive issue for American bankers in 2004.’’ Similarly, the telecommunications industry, and wireless carriers in particular, have had to concentrate significant efforts on customer retention: Carroll (2002) quotes a Yankee Group report stating that from about 20–80% of annualized wireless subscribers churned in 2001, depending upon the carrier; more recent numbers for the US telecommunications industry show that only about a quarter of customers want to continue their current telecom relationship (Myron, 2004). Indeed, the difficulty in predicting customer churn is well known (Carroll, 2002; Teradata, 2004; Dropping, 2005). Examination of the academic literature also supports the significance of examining churn or retention in these industries (e.g., Bell et al., 2005; Evans, 2002; Gustafsson et al., 2005; Lee and Cunningham, 2001). While extant studies recognize a degree of inertia in the telecommunications and retail finance sectors, due to switching costs (e.g., Bell et al., 2005), there is also significant interest in ARTICLE IN PRESS www.elsevier.com/locate/jretconser 0969-6989/$ - see front matter r 2007 Elsevier Ltd. All rights reserved. doi:10.1016/j.jretconser.2007.04.001
