Bendik Meling Samuelsen

42nd EMAC Conference Proceedings

Johan Arndts Markedsføringskonferanse

AMA Winter Marketing Educators' Conference

AMA Winter Marketing Educator's Conference 2013

Johan Arndts Markedsføringskonferanse

ACR North American Conference

EMAC 41th Annual Conference

EMAC 41th Annual Conference

EMAC 41th Annual Conference

EMAC Annual Conference

Cappelen Damm Akademisk

AMS World Marketing Congress

Johan Arndt markedsføringskonferanse

Cappelen Damm Akademisk

Lærebok i Merkevareldelse - spesielt tilpasset norske studenter på Bachelornivå og profesjonsmarkedet. Utstrakt bruk av norske eksempler og norsk terminologi.

Johan Arndts Markedsføringskonferanse

The 34th Annual ACR-conference

The 11 Th. Annual Frontiers in Services

Association for Consumer Research Asia-Pacific Conference

The paper is dedicated to the study of moral ties that might arise in the relationship between a consumer and a service firm. We derive a model that explains how moral ties might mediate effects of service satisfaction and sales rep’s benevolence on customer loyalty. The model is tested in close service relationships between bank clients and their dedicated bank-reps. The results indicate the importance of moral ties in monitoring and developing lasting service relationships. Finally, we discuss implications, limitations, and suggestions for future research.

EMAC

9 Th. Annual Frontiers in Services Conference

European Marketing Academy Conference

The paper focuses on two kinds of commitment the consumer may hold to ward brands, namely affective commitment and calculative commitment. The former represents a state of affective attachment, sense of belon gingness, and personal meaning attached to the brand. The latter repr esents the individual's calculative or instrumental assessment of the perceived utility of remaining with the brand, relative to leaving. Previous studies have shown that affective and calculative commitment have different effects on the various kinds of consumer behavior rel ated to the brand. Accordingly, such a pattern makes it important to explore how frequently used brand loyalty strategies affect the two s tates of commitment. To accomplish this research goal, monetary switc hing costs, consumer satisfaction, brand reputation, subjective knowl edge and risk importance are hypothesized as antecedents of affective and calculative commitment. The hypothesized model was tested with a sample of 540 private clients of a regional savings bank in Norway.

Frontiers in Services to lack of alternatives, and service satisfaction on repeat purchase, motivation to switch, and price tolerance. Data for testing the hypoth

The model presented in this study is based on three key ideas: First, it should be obvious that customers establish relationships with service providers for different reasons andmotives. The nature of the motives may subsequently be reflected in the state of commitment the different customers experience, varying from a strictly instrumental to a more affective one. Second, different states of commitment may have quite different impact on relationship consequences like the consumer's repeat patronage, motivation to switch, and price tolerance. Third, commitment is suggested to require substantial amounts of involvement to arise, but involvement could be scarce in most marketplace choices. On the other hand, for service satisfaction to arise, involvement might not be required. Hence, it is suggested that service satisfaction has a direct effect on behavioral consequences, i.e., that satisfaction asa driver of post purchase behavior may not be mediated by customer commitment. The model consists of 12 hypotheses of the effects of affective commitment, calculative commitment due to personal sacrifice, calculative commitment due

European Marketing Academy Conference

The paper contains an analysis of the loyalty concept. Both behaviora l and attitudinal perspectives are applied to analyzing the content o f loyalty. The paper concludes that both perspectives may make a cont ribution to the understanding of loyalty. Moreover, the core of loyal ty might be commitment, which can be found as calculative and effecti ve. It is argued that the two kinds of commitment play different role s as potential dimensions of loyalty, and that they may have differen t antecedents and consequences.

International Association for Economic Psychologi (IAREP), 21st Annual Colloquium, 11-15th sept. 1996

In this study a theory of antecedenta and effects of brand reputation and customer satisfaction on customer loyalty is provided. Five hypo theses are proposed, and all obtain significant support. Both custome r experience and public consumption are found to have considerable an d positive effects on customer satisfaction and brand reputation, sug gesting a mixture of personal and interpersonal influences in the for mation of customer loyalty.

European Marketing Academy Conference

In this paper we address the possibility that consumers' commitment t o service providers may take several forms. We suggest that it is use ful to distinguish between the consumer's affective commitment and ca lculative commitment to the service provider. The two kinds of commit ment may turn out to hold quite different consequences regarding the consumer's repeat patronage, motivation to switch, and price toleranc e. Empirical evidence to support these assumptions will be presented.