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Integrated marketing communications and their influences on brand loyalty: A Thai perspective
Paramaporn Thaichon,Thu Nguyen Quach +1 more
- Vol. 2, Iss: 1, pp 55
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TLDR
In this article, the authors investigate the relationship between two elements of marketing communications, advertising and sales promotion, in relation to customer loyalty towards service providers in Thailand, and look into other factors that influence behavioural and attitudinal loyalty of Thai customers.Abstract:
This research aims to investigate the relationship between two elements of marketing communications – advertising and sales promotion, in relation to customer loyalty towards service providers in Thailand. This study also looks into addressing other factors that influence behavioural and attitudinal loyalty of Thai customers. This research is based on the premise that brand personality, brand image and brand awareness created by company advertising and sales promotions can shape consumer expectations, which in turn determine customer satisfaction. Secondary research finds that consumers are satisfied with a company which can fulfil its promises and meet their expectations towards provided services, eventually customer trust. Customers’ value and trust then lead to attitudinal and behavioural loyalty.read more
Citations
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The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns
TL;DR: The findings reveal that while all dimensions have positive effects on trust, only network quality, information support and privacy influence customer value significantly and information support is the only dimension which is directly related to commitment.
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The relationship between service quality, satisfaction, trust, value, commitment and loyalty of Internet service providers' customers
TL;DR: In this article, the authors investigated the relationship between cognitive and affective evaluation of Internet service providers' (ISPs) customers and found that satisfaction and commitment were determinants of both attitudinal and behavioral loyalty.
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Internet service providers' service quality and its effect on customer loyalty of different usage patterns
TL;DR: In this paper, the authors investigate the dimensions of an ISP's service quality and their effects on customer loyalty in high-tech services and find that service quality dimensions can influence both attitudinal and behavioural loyalty.
Internet service providers' service quality and its effect on customer loyalty
TL;DR: In this paper, the authors investigate the antecedents to attitudinal and behavioural loyalty of Internet services customers and examine the relationships among relevant service quality dimensions of Internet service providers and their customers' perceived value, trust, satisfaction, and commitment.
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Achieving customer loyalty through service excellence in internet industry
TL;DR: In this article, the antecedents to attitudinal and behavioural loyalty of customers of Internet service providers (ISPs) were investigated, and the relationship between overall service quality and cognitive as well as affective evaluations of customers was identified.
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