The example of this positive behaviour is positive word-of-mouth, thinking highly of a brand or willingness to pay more for a certain product/service (Dick & Basu, 1994). Attitude based loyalty does not necessarily translate to purchase, as consumer may prefer a product/service but do not buy them immediately. However, it strongly links to future loyal behaviours. For instance, luxury product or service are desirable and fond of by the potential consumers, may be purchased when their finance is ready. Therefore, it is very rewarding to invest into true brand loyal consumers that demonstrate both behavioral and attitudinal
A consumer who prefers a particular brand basically agrees to select that brand over others based primarily on his or her perception of the brand and its value. The consumer will reward the brand owner with dollars, almost assuring future cash flows to the company, as long as his or her brand preference remains intact. Advertising and Consumer Behaviour Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do.
This was a conclusion from their study to know the role of individual characteristics on customer loyalty. The results show that some individual factors have positive and significant relationships with the customer loyalty; these factors are masculinity level, agreeableness, self-esteem, emotional stability, internal locus of control and openness to experience. Durukan & Bozaci, (2011) inferred from the research results that giving importance to customer loyalty creating and maintaining activities in societies and cultures, which has high level of masculinity, agreeableness, self-esteem, emotional stability, internal locus of control and openness to experience, would be a more profitable and effective approach for businesses. Loyalty is not determined exclusively by the intrinsic characteristics of service offered; it can also depend on external traditional activities, such as advertising and public relations, well known to those in charge of marketing (Nguyen et al 2013). Nguyen et al (2013) added that “to build customer loyalty and sustain it, relationship marketing can play a key role to influence positively customers’ perceptions of the organization and to enhance customer trust.” Customer loyalty is of prime importance for business
As a customer attests to the benefits of products to other customers, then, they are able to reach an informed decision. This is even beneficial for our company’s advertisement process. Furthermore, we help customers made decisions by introducing discount coupon at various intervals and introduce promotional events that entice their mind to make purchase decisions. This process facilitates how customers make decisions to patronize our products and services. Additionally, because customers enjoy high-quality products and services, we ensure to provide quality services to customers with an attractive
According to Gitomer (1998) companies try to get customer’s loyalty as keeping existing customers is cheaper than finding new ones, and having a base of loyal customers for one product or service improves sales for the company's other offerings. Organization saves money which would have to be spent to attract new customers. Customer benefits by receiving special treatment, special deals, vouchers and price discounts. They have confidence in service provider and personal relationship with
Feel marketing is used to create “mildly positive moods linked to a brand” or “strong emotions of joy and pride” (Schmitt, 2010, p.68). Once the emotional bond is built, customers will always turn to the products or services when he or she needs to fulfill the emotional needs. Applying feel marketing is like holding up a mirror to the product. Marketers position themselves as consumers, and make consumers believe that they share the same value. In return, it will evoke emotional resonance in customers.
Basically in the long run the sales promotion is positive for top line performance but it is negative for bottom line performance and firm’s value. This proves the fact that impact of sales promotion on the value of the firm is not in the long run, but in the short run it has positive impact on the profitability of the firm. Consumer Promotion Consumer promotion is a category of sales promotion including free samples, wining contests, different price packs, and sweep stakes. Sales promotion is projected to increase the sales of final ultimate consumers of the product (Kotler and Armstrong, 2002).The kinds of sales promotion are based on some sort of benefit whereas some are very communicative in type (Kotler et al. 1999: Tellis 1998).
Some empirical evidence confirmed that there is a positive relationship between brand loyalty and brand image, as a result of considering the committed relationship between consumer and company (Hanzaee, 2011). Previous authors Biel (1992) proposed that a positive brand image builds when consumers relate themselves to a specific brand by unique relationship and they may recommend that given brand to other people, at the meanwhile, maintain a positive attitude towards that brand. A research study by Saeed, et al. (2009) affirmed that if the customers prefer the image of a brand they would undoubtedly build loyalty for it as well. Lin and Chen (2006) in their studies found that brand image plays a pivotal role in deciding customers’ preference of purchase and recommendation.
Avoid these easy mistakes when buying promotional products Do you know that promotional products can be a highly effective addition to your existing marketing strategy? And do you know that when used correctly, promotional products can increase awareness for your brand, create new business for you, open up a whole new world of business ventures for you? The benefits of using promotional products are many. First is the fact that it is relatively inexpensive to use, and won’t take as large a portion of your marketing costs as advertising might. It is also a great alternative to business cards, doing the same job as business cards but also providing your customers some additional functionality and information.
The importance of service quality arises from the essential need to create customer satisfaction. It is like a chain that used to connect customer expectations and perceptions in order to achieve customer satisfaction. Service quality can simply described as the difference between customer expectation of the service they will use and customer perception of the service has been provided (Oliver 1997). The higher the conformance of degree, the excellent the service quality will be and vice versa. Accordingly, the core value to achieve good service quality is customer satisfaction (Oliver 1997) or maybe the customer will be more pleasured and become loyal customer (Gibson 2005) and that means that they are also likely to spread positive word