IDEAS home Printed from https://ideas.repec.org/a/eee/jouret/v93y2017i4p458-476.html
   My bibliography  Save this article

Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification

Author

Listed:
  • Wolter, Jeremy S.
  • Bock, Dora
  • Smith, Jeffery S.
  • Cronin, J. Joseph

Abstract

Why do customers’ attitudinal loyalty fail to predict their behavior? More importantly, what creates such latent loyalty? We attempt to answer these questions by examining the antecedents and outcomes of loyalty conviction, which represents the inherent strength/uncertainty in a customer’s attitudinal loyalty. For deep attitudinal loyalty (i.e., conative loyalty), the findings suggest that customer satisfaction creates loyalty held without conviction. In contrast, customer-company identification creates loyalty held with conviction. Importantly, attitudinal loyalty without conviction loses its ability to predict behavior when situational and competitive barriers are present whereas loyalty with conviction maintains a predictive relationship with behavior despite the same barriers.

Suggested Citation

  • Wolter, Jeremy S. & Bock, Dora & Smith, Jeffery S. & Cronin, J. Joseph, 2017. "Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification," Journal of Retailing, Elsevier, vol. 93(4), pages 458-476.
    • Handle: RePEc:eee:jouret:v:93:y:2017:i:4:p:458-476
    DOI: 10.1016/j.jretai.2017.08.004
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0022435917300702
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretai.2017.08.004?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sunil Gupta & Valarie Zeithaml, 2006. "Customer Metrics and Their Impact on Financial Performance," Marketing Science, INFORMS, vol. 25(6), pages 718-739, 11-12.
    2. Nagengast, Liane & Evanschitzky, Heiner & Blut, Markus & Rudolph, Thomas, 2014. "New Insights in the Moderating Effect of Switching Costs on the Satisfaction–Repurchase Behavior Link," Journal of Retailing, Elsevier, vol. 90(3), pages 408-427.
    3. Neil A. Morgan & Lopo Leotte Rego, 2006. "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance," Marketing Science, INFORMS, vol. 25(5), pages 426-439, September.
    4. Ruth N. Bolton, 1998. "A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction," Marketing Science, INFORMS, vol. 17(1), pages 45-65.
    5. Moore, David J. & Homer, Pamela Miles, 2008. "Self-brand connections: The role of attitude strength and autobiographical memory primes," Journal of Business Research, Elsevier, vol. 61(7), pages 707-714, July.
    6. Son K. Lam, 2012. "Identity-motivated marketing relationships: research synthesis, controversies, and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 2(2), pages 72-87, December.
    7. Jeremy S. Wolter & J. Joseph Cronin, 2016. "Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 397-413, May.
    8. Paul Valentin Ngobo, 2017. "The trajectory of customer loyalty: an empirical test of Dick and Basu’s loyalty framework," Post-Print hal-01619884, HAL.
    9. Toufaily, Elissar & Ricard, Line & Perrien, Jean, 2013. "Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model," Journal of Business Research, Elsevier, vol. 66(9), pages 1436-1447.
    10. Clay M. Voorhees & Michael K. Brady & Roger Calantone & Edward Ramirez, 2016. "Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 119-134, January.
    11. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wei, Sheng & Huo, Hong & Xu, Ming & Kadirov, Djavlonbek & Fam, Kim-Shyan, 2021. "Shop-hop till you drop! The effect of the image gap on spillover patronage within retail agglomerations," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Sun, Yang, 2021. "Case based models of the relationship between consumer resistance to innovation and customer churn," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Cachón-Rodríguez, Gabriel & Blanco-González, Alicia & Prado-Román, Camilo & Del-Castillo-Feito, Cristina, 2022. "How sustainable human resources management helps in the evaluation and planning of employee loyalty and retention: Can social capital make a difference?," Evaluation and Program Planning, Elsevier, vol. 95(C).
    4. Nesset, Erik & Bergem, Ola & Nervik, Bjørn & Schiøll Sørlie, Even & Helgesen, Øyvind, 2021. "Building chain loyalty in grocery retailing by means of loyalty programs – A study of ‘the Norwegian case’," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Sundström, Malin & Hjelm-Lidholm, Sara, 2020. "Re-positioning customer loyalty in a fast moving consumer goods market," Australasian marketing journal, Elsevier, vol. 28(1), pages 30-34.
    6. Utkarsh, & Gupta, Roopak Kumar, 2022. "Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. He, X. & Reiner, D., 2018. "Consumer Engagement in Energy Markets: The Role of Information and Knowledge," Cambridge Working Papers in Economics 1867, Faculty of Economics, University of Cambridge.
    8. Martínez-Caro, Eva & Cegarra-Navarro, Juan Gabriel & García-Pérez, Alexeis & Fait, Monica, 2018. "Healthcare service evolution towards the Internet of Things: An end-user perspective," Technological Forecasting and Social Change, Elsevier, vol. 136(C), pages 268-276.
    9. Cahyaning Novita Sari & Astrid Puspa Ningrum & Raditha Dwi Vata Hapsari, 2022. "The effect of religiosity and product knowledge on customer loyalty with halal perception as a mediation variable:A study on Muslim women consumers of halal certified cosmetic products in Malang city," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(1), pages 42-52, January.
    10. Leckie, Civilai & Dwivedi, Abhishek & Johnson, Lester W., 2023. "Credibility and price premium-based competitiveness for industrial brands," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    11. Afonso Vieira, Valter & Wolter, Jeremy S. & Falcão Araujo, Clécio & Saraiva Frio, Ricardo, 2023. "What makes the corporate social responsibility impact on Customer–Company identification stronger? A meta-analysis," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 475-492.
    12. Jaffar Abbas & Shahid Mahmood & Hashim Ali & Muhammad Ali Raza & Ghaffar Ali & Jaffar Aman & Shaher Bano & Mohammad Nurunnabi, 2019. "The Effects of Corporate Social Responsibility Practices and Environmental Factors through a Moderating Role of Social Media Marketing on Sustainable Performance of Business Firms," Sustainability, MDPI, vol. 11(12), pages 1-33, June.
    13. Wolter, Jeremy S. & Donavan, D. Todd & Giebelhausen, Michael, 2021. "The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 289-300.
    14. Marcelo Ferreira & Clea Macagnan & Daniel Vancin & Ana Toaldo, 2021. "Technical assistance: A determinant of cooperative member loyalty," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 92(4), pages 649-668, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sunghun Chung & Donghyuk Shin & Jooyoung Park, 2022. "Predicting Firm Market Performance Using the Social Media Promoter Score," Marketing Letters, Springer, vol. 33(4), pages 545-561, December.
    2. Sven Baehre & Michele O’Dwyer & Lisa O’Malley & Nick Lee, 2022. "The use of Net Promoter Score (NPS) to predict sales growth: insights from an empirical investigation," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 67-84, January.
    3. Mencarelli, Rémi & Lombart, Cindy, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 12-21.
    4. Neringa Vilkaite-Vaitone & Ilona Skackauskiene, 2020. "Service Customer Loyalty: An Evaluation Based on Loyalty Factors," Sustainability, MDPI, vol. 12(6), pages 1-20, March.
    5. J. Andrew Petersen & V. Kumar & Yolanda Polo & F. Javier Sese, 2018. "Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 813-836, September.
    6. Philipp Schmitt & Steffen Meyer & Bernd Skiera, 2010. "Überprüfung des Zusammenhangs zwischen Weiterempfehlungsbereitschaft und Kundenwert," Schmalenbach Journal of Business Research, Springer, vol. 62(1), pages 30-59, February.
    7. Guenther, Miriam & Guenther, Peter, 2021. "The complex firm financial effects of customer satisfaction improvements," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 639-662.
    8. Wolter, Jeremy S. & Bacile, Todd J. & Smith, Jeffery S. & Giebelhausen, Michael, 2019. "The entitlement/forgiveness conflict of self-relevant and self-neutral relationships during service failure and recovery," Journal of Business Research, Elsevier, vol. 104(C), pages 233-246.
    9. Rémi Mencarelli & Carole Lombart, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Post-Print hal-01592035, HAL.
    10. Netzer, Oded & Lattin, James M. & Srinivasan, V. Seenu, 2007. "A Hidden Markov Model of Customer Relationship Dynamics," Research Papers 1904r, Stanford University, Graduate School of Business.
    11. Wolter, Jeremy S. & Donavan, D. Todd & Giebelhausen, Michael, 2021. "The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 289-300.
    12. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    13. Russo, Ivan & Confente, Ilenia & Gligor, David M. & Autry, Chad W., 2016. "To be or not to be (loyal): Is there a recipe for customer loyalty in the B2B context?," Journal of Business Research, Elsevier, vol. 69(2), pages 888-896.
    14. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    15. TAKACS Joshep III & VADUVA Sebastian, 2017. "A Swot Analysis Of The Global Hospitality Industry," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 69(6), pages 105-119, December.
    16. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride," Journal of Business Research, Elsevier, vol. 155(PA).
    17. Das, Gopal, 2014. "Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 284-292.
    18. Minjeong Kang & Taeshik Gong, 2019. "Dysfunctional customer behavior: conceptualization and empirical validation," Service Business, Springer;Pan-Pacific Business Association, vol. 13(4), pages 625-646, December.
    19. Golossenko, Artyom & Pillai, Kishore Gopalakrishna & Aroean, Lukman, 2020. "Seeing brands as humans: Development and validation of a brand anthropomorphism scale," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 737-755.
    20. Evgeni Stanimirov & Vladimir Jechev, 2013. "Consumer Orientation as a Factor for Satisfying the Clients," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 56-89.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jouret:v:93:y:2017:i:4:p:458-476. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.