Demographic characteristics and Variety Seeking as Moderation on Relationship between Customer Satisfaction, Customer Loyalty and Switching Intention (Case Study on Telkomsel subscribers in Makassar)

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://1.bp.blogspot.com/-iz_PobOtTmU/WzsVJdatV5I/AAAAAAAAJQs/Q6UX6n8dvrApfmNVwVYzCSm_U4UJI_XYACLcBGAs/s1600/customer%2Bincome-base.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="customer-income-base" border="0" data-original-height="75" data-original-width="130" src="https://1.bp.blogspot.com/-iz_PobOtTmU/WzsVJdatV5I/AAAAAAAAJQs/Q6UX6n8dvrApfmNVwVYzCSm_U4UJI_XYACLcBGAs/s1600/customer%2Bincome-base.jpg" title="customer-income-base" /></a></div> <div class="separator" style="clear: both; text-align: center;"> </div> <b>Abstrack</b> - This study aims to determine the role of demographic characteristics and variety seeking as moderation on the relationship between customer satisfaction, customer loyalty and intention to switch. The approach used is the method of survey of 104 customers of Telkomsel in Makassar. The results show that an increase in customer satisfaction directly are not able to lower the  switching intention of the customer, but the customer loyalty mediated hence increase customer satisfaction is able to lower the switching intention. Demographic characteristics   particularly   evident   strengthen   customer   income   effect   of customer satisfaction on customer loyalty and increase impact on the decline in switching intentions. The findings of this study prove that high-income customers more loyal than the low-income customers. <a href="https://drive.google.com/open?id=0BwnigCgHY_V4Y3NBVTlUcTlIaFk" target="_blank">(Download Here)</a><br /> <br /> Keywords     : Customer  Satisfaction,  Customer  Loyalty,  Switching  Intention, Variety Seeking, Demographic Characteristics,<br /> <br /> Yusuf, Program Doctoral of Management Science Postgraduate, Faculty of Economic and Business, University of Brawijaya, Malang, 2014.<br /> Promotors : Moeljadi, Fatchur Rohman dan Mintarti Rahayu<br /> <div> <br /></div> </div> </p>

Abstrack - This study aims to determine the role of demographic characteristics and variety seeking as moderation on the relationship ...

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://4.bp.blogspot.com/-rN1gM-tSk84/WzsV0_7eQJI/AAAAAAAAJQ4/d2o1iF_vyFENuUC2_FsROkVjfRAOLAd4gCLcBGAs/s1600/managing-consumer.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="managing-consumer" border="0" data-original-height="75" data-original-width="130" src="https://4.bp.blogspot.com/-rN1gM-tSk84/WzsV0_7eQJI/AAAAAAAAJQ4/d2o1iF_vyFENuUC2_FsROkVjfRAOLAd4gCLcBGAs/s1600/managing-consumer.jpg" title="managing-consumer" /></a></div> <b>Abstrack - </b>The  author   presents a conceptual  model   of  brand  equity   from   the  perspective of the  individual  consumer. Customer-based   brand   equity   is  defined    as  the differential   effect   of  brand   knowledge   on  consumer   re- sponse   to  the  marketing  of  the  brand.   A  brand   is said  to  have  positive    (negative)  customer-based   brand equity   when   consumers   react   more   (less)  favorably   to  an  element    of  the  marketing   mix  for  the   brand than  they  do to  the  same  marketing  mix  element   when   it is attributed  to  a fictitiously   named   or  unnamed version   of the  product   or service.   Brand  knowledge  is conceptualized  according  to  an associative  network memory    model    in  terms   of  two   components,   brand   awareness  and   brand   image   (i.e.,  a  set  of  brand associations).   Customer-based   brand   equity    occurs   when   the  consumer   is  familiar    with   the   brand   and holds   some   favorable,  strong,   and  unique   brand   associations   in  memory.   Issues  in  building,   measuring, and  managing  customer-based   brand   equity   are discussed,  as well   as areas  for  future   research. <a href="https://drive.google.com/drive/folders/0BwnigCgHY_V4WkZDTVAtTTA4RlE" target="_blank"><Download Here></a><br /> <br /> <b>Keller, Kevin Lane</b><br /> Journal of Marketing; Jan 1993; 57, 1; ABI/INFORM Globalpg. 1<br /> Website Penerbit Resmi dapat diperoleh pada <a href="https://www.researchgate.net/publication/272594833_Conceptualizing_Measuring_and_Managing_Customer-Based_Brand_Equity_in_Journal_of_Marketing_Vol_57_1-22" target="_blank">link ini</a> <br /> <br /></div> </p>

Abstrack -  The  author   presents a conceptual  model   of  brand  equity   from   the  perspective of the  individual  consumer. Custom...

The impact of social media marketing on brand loyalty

<p><div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://2.bp.blogspot.com/-KfLIhBIk7Lo/WzsWanwaq7I/AAAAAAAAJRA/aws-4nFfcWQdaZt_q3BcdZsK2Bd2er5RwCLcBGAs/s1600/impact-social-media.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="impact-social-media" border="0" data-original-height="75" data-original-width="130" src="https://2.bp.blogspot.com/-KfLIhBIk7Lo/WzsWanwaq7I/AAAAAAAAJRA/aws-4nFfcWQdaZt_q3BcdZsK2Bd2er5RwCLcBGAs/s1600/impact-social-media.jpg" title="impact-social-media" /></a></div> <b>Abstract</b> - Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketers have utilized various means to maintain the brand loyalty of their customers. One of the recent means is the social media marketing. The aim of this study is to identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners. The scope of the study consists of customers who follow at least one brand on the social media in Turkey and the data were collected through the administration of a structured questionnaire with a sample of 338 people and tested via stepwise  multiple  regression  analysis.  The  results  of the  study  showed  that  brand  loyalty of  the  customers  is positively affected when the brand (1) offers advantageous campaigns, (2) offers relevant content, (3) offers popular contents, (4) appears on various platforms and offers applications on social media; were used by using SPSS 17.0 version. Customers prefer to share music, technological-related, and funny contents on social media platforms. Based on our results, this study can be considered as a pioneer in this new area of marketing, and propose several tactics for the practitioners. <Down<a href="https://drive.google.com/drive/folders/0BwnigCgHY_V4WkZDTVAtTTA4RlE" target="_blank">load Here></a><br /> <br /> Keywords: social media marketing; brand loyalty; content; promotion<br /> <br /> Available online at <a href="http://www.sciencedirect.com/">www.sciencedirect.com</a></div> </p>

Abstract - Building and maintaining brand loyalty are one of the central themes of research for marketers for a very long time. Marketer...