Ultimate customer loyalty's Holy Grail

This research aims to identify the causal factors of ―Ultimate Customer Loyalty‖—The Holy Grail of Customer Loyalty. Implementing these factors should enable a business enterprise (an entity) to increase its market share and achieve long-term customer loyalty, and, hence, profitability. Firstly, thi...

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Main Author:	Ow, Mun Waei
Format:	Thesis
Language:	English
Published:	2017
Subjects:	Customer loyalty - Research Consumer behavior
Online Access:	http://psasir.upm.edu.my/id/eprint/68496/1/FEP%202018%208%20-%20IR.pdf
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id	my-upm-ir.68496
record_format	uketd_dc
spelling	my-upm-ir.684962019-05-16T01:07:54Z Ultimate customer loyalty's Holy Grail 2017-09 Ow, Mun Waei This research aims to identify the causal factors of ―Ultimate Customer Loyalty‖—The Holy Grail of Customer Loyalty. Implementing these factors should enable a business enterprise (an entity) to increase its market share and achieve long-term customer loyalty, and, hence, profitability. Firstly, this study explains the conceptualization of three distinct states of the Customer Loyalty Continuum: 1) No customer loyalty (0% loyalty), 2) Simple Customer Loyalty (0% loyalty<Simple Customer Loyalty<100% loyalty), and 3) Ultimate Customer loyalty (100% loyalty i.e., totally loyal). Secondly, this study sets out mechanisms to explain how customers shift from the Customer Satisfaction state to the Ultimate Customer Loyalty state, through the mediating roles played by Simple Attitudinal Customer Loyalty and Simple Behavioural Customer Loyalty. Thirdly, this research focuses on two prominent constructs, namely Consumer Spending Self-Control, and Attractiveness of Alternatives as the moderators in the Satisfaction—Loyalty Link. The research context is mobile phone brands because mobile phones are high involvement products. A positivist approach was adopted in the research, utilizing four hundred and five (405) personally administered questionnaires which were distributed to respondents through purposive sampling: respondents who own and have repurchased mobile phones. A pre-test of three (3) experts and three (3) targeted respondents from the non-scientific community and a pilot test of 100 respondents was conducted. Consequently, the data collected were analyzed using SmartPLS-SEM. Results show that Customer Satisfaction has a positive effect on Simple Attitudinal Loyalty and Simple Behavioural Loyalty. Both Simple Attitudinal Customer Loyalty and Simple Behavioural Customer Loyalty have positive effects on Ultimate Customer Loyalty. In addition, both Simple Attitudinal Loyalty and Simple Behavioural Loyalty are found to have mediating effects between Customer Satisfaction and Ultimate Customer Loyalty. Finally, Consumer Spending Self-Control is found to strengthen the Customer Satisfaction—Simple Attitudinal Loyalty Link; while Attractiveness of Alternatives is found to weaken the Customer Satisfaction—Simple Attitudinal Customer Loyalty Link. Theoretical contribution to the field is achieved through the verification of the framework; and its practical contribution lies the viable basis by which business entities can enhance customer loyalty for their products/services; and help marketers to differentiate between spurious and ultimate customer loyalty. Customer loyalty - Research Consumer behavior 2017-09 Thesis http://psasir.upm.edu.my/id/eprint/68496/ http://psasir.upm.edu.my/id/eprint/68496/1/FEP%202018%208%20-%20IR.pdf text en public doctoral Universiti Putra Malaysia Customer loyalty - Research Consumer behavior
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
topic	Customer loyalty - Research Consumer behavior
spellingShingle	Customer loyalty - Research Consumer behavior Ow, Mun Waei Ultimate customer loyalty's Holy Grail
description	This research aims to identify the causal factors of ―Ultimate Customer Loyalty‖—The Holy Grail of Customer Loyalty. Implementing these factors should enable a business enterprise (an entity) to increase its market share and achieve long-term customer loyalty, and, hence, profitability. Firstly, this study explains the conceptualization of three distinct states of the Customer Loyalty Continuum: 1) No customer loyalty (0% loyalty), 2) Simple Customer Loyalty (0% loyalty<Simple Customer Loyalty<100% loyalty), and 3) Ultimate Customer loyalty (100% loyalty i.e., totally loyal). Secondly, this study sets out mechanisms to explain how customers shift from the Customer Satisfaction state to the Ultimate Customer Loyalty state, through the mediating roles played by Simple Attitudinal Customer Loyalty and Simple Behavioural Customer Loyalty. Thirdly, this research focuses on two prominent constructs, namely Consumer Spending Self-Control, and Attractiveness of Alternatives as the moderators in the Satisfaction—Loyalty Link. The research context is mobile phone brands because mobile phones are high involvement products. A positivist approach was adopted in the research, utilizing four hundred and five (405) personally administered questionnaires which were distributed to respondents through purposive sampling: respondents who own and have repurchased mobile phones. A pre-test of three (3) experts and three (3) targeted respondents from the non-scientific community and a pilot test of 100 respondents was conducted. Consequently, the data collected were analyzed using SmartPLS-SEM. Results show that Customer Satisfaction has a positive effect on Simple Attitudinal Loyalty and Simple Behavioural Loyalty. Both Simple Attitudinal Customer Loyalty and Simple Behavioural Customer Loyalty have positive effects on Ultimate Customer Loyalty. In addition, both Simple Attitudinal Loyalty and Simple Behavioural Loyalty are found to have mediating effects between Customer Satisfaction and Ultimate Customer Loyalty. Finally, Consumer Spending Self-Control is found to strengthen the Customer Satisfaction—Simple Attitudinal Loyalty Link; while Attractiveness of Alternatives is found to weaken the Customer Satisfaction—Simple Attitudinal Customer Loyalty Link. Theoretical contribution to the field is achieved through the verification of the framework; and its practical contribution lies the viable basis by which business entities can enhance customer loyalty for their products/services; and help marketers to differentiate between spurious and ultimate customer loyalty.
format	Thesis
qualification_level	Doctorate
author	Ow, Mun Waei
author_facet	Ow, Mun Waei
author_sort	Ow, Mun Waei
title	Ultimate customer loyalty's Holy Grail
title_short	Ultimate customer loyalty's Holy Grail
title_full	Ultimate customer loyalty's Holy Grail
title_fullStr	Ultimate customer loyalty's Holy Grail
title_full_unstemmed	Ultimate customer loyalty's Holy Grail
title_sort	ultimate customer loyalty's holy grail
granting_institution	Universiti Putra Malaysia
publishDate	2017
url	http://psasir.upm.edu.my/id/eprint/68496/1/FEP%202018%208%20-%20IR.pdf
_version_	1747812586070474752

Ultimate customer loyalty's Holy Grail

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