This thesis investigates consumer brand choice from the perspective of the methods used by behaviour analysts and behavioural economists in order to evaluate the relevance of these methods to research in marketing. Most purchasers of fast-moving consumer goods generally exhibit multi-brand choice, selecting apparently randomly among a small subset of tried and trusted brands. In order to explore more deeply the general mechanisms underlying this wide-ranging pattern, three methods from behavioural economics are applied in this thesis. The first, matching analysis, predicts choices on concurrent variable ratio schedules will show maximisation via exclusive choice of the richest schedule, i. e., the cheapest brand available. The second, relative demand analysis, predicts sensitivity of the quantity demanded, as denoted by downward-sloping curves. The third, maximisation analysis, predicts utility maximisation by exclusive choice of the cheapest available option. The results of a study of 80 consumers' brand selections for nine product categories over 16 weeks are presented. It is shown that, as predicted by matching theory and maximisation theory, consumer behaviour exhibits both matching and maximisation. The results suggest that consumers maximise a combination of functional benefits, due to the physical formulation of the product category, and symbolic benefits, due to branding. The implications of the findings for research in the behavioural economics of consumption in marketing-oriented economies and for the issue of what and how consumers maximise are discussed. The study concludes, therefore, that the incorporation of behaviour analytic theories and methods can contribute to the elucidation of consumer behaviour in ways relevant to marketing theory and management.

The positive influence of emotional and rational types of customer satisfaction on brand loyalty and repurchases is often taken for granted. This study attempted to prove whether this relationship really exists in the Fast Moving Consumer Goods (FMCG) sector and if there are differences in this relationship for individual brands. In doing so, the development of a research procedure was required. Firstly, based on literature assessment, a theoretical model on the determinants of the relationship between brand loyalty and customer satisfaction was developed to analyse the connection between brand loyalty and customer satisfaction. An artificial differentiation between more rational cognitive coined types of satisfaction and emotional coloured types of satisfaction was made. Conative satisfaction was identified to be just an amalgam between intentional and behavioural loyalty. After that, this theoretical model and further theoretical findings were integrated into a research procedure for analysing the influence of customer satisfaction on intentional and behavioural brand loyalty. The research procedure developed consists of qualitative and quantitative steps and it combines established research methods, such as Critical Incident method with newly developed methods, such as a new Emotional Card Game and testmarket simulation methods modified for this research. In order to test the research procedure, the connection between rational and emotional types of customer satisfaction and brand loyalty was examined by carrying out focus group interviews with buyers of selected FMCG brands and by surveying 530 Swiss brand buyers in face-to-face interviews. The qualitative results and the quantitative data indicate, that emotional types of customer satisfaction, rational types of customer satisfaction, overall satisfaction, category-specific determinants, socio-demographic aspects, retailer-specific determinants and former behaviour can have an effect on actual behavioural brand loyalty. Following the data, it is necessary to analyse the individual connections for each brand separately and to distinguish between the different concepts of customer satisfaction and brand loyalty. Repurchase behaviour should be represented by repurchase probabilities gained from testmarket simulation data.

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Despite the growing body of literature on online loyalty issues, little research has been conducted on the link between relationship quality (RQ) and customer loyalty in the context of Internet grocery shopping. The existing literature on electronic retailing does not explain the differences in loyalty across product and service categories. As shopping for groceries is generally an activity repeated at regular time intervals, consumers' behaviours is likely to be very different when purchasing goods and services which are only needed occasionally. Due to the frequency of grocery purchase, a relationship is likely to be developed between customers and the retailer. Whilst perceived service quality and customer satisfaction have been recognised as antecedents of customer loyalty in previous studies, it is not understood whether RQ adds any additional effect over the traditional measure such as perceived service quality and customer satisfaction in determining loyalty in Internet grocery shopping. Therefore, this study attempts to address this research gap by incorporating a RQ perspective, as well as customer satisfaction and perceived service quality. Building on an extensive literature review, RQ is conceptualised and examined for its theoretical applicability via an initial qualitative study, followed by a quantitative phase using structural equation modelling analysis with the data collected by an esurvey of 519 Internet grocery shoppers. The results show that RQ is positively associated with customer loyalty in Internet grocery shopping. Among the dimensions of RQ, relationship satisfaction has the strongest direct effect on the formation of customer loyalty. In addition, loyalty can be also developed through perceived relational investment and affective commitment. Moreover, it is found that perceived relational investment from the Internet grocery retailer indirectly influence customer loyalty. Contrary to expectation, trust plays a very unimportant role in developing customer loyalty in Internet grocery shopping. The finding also indicates that e-service quality has a significant effect on e-satisfaction in Internet grocery shopping. In order to see whether the multi-component RQ model can perform better than the global RQ model, a comparison is made between the aggregated and the disaggregated model of RQ. The results indicate that the disaggregated model performs much better than the aggregated one.

Despite a worldwide growth in the number of boycott campaigns, the results of boycott studies are still inconclusive. One explanation is that the motives behind individual participation in such campaigns have been largely ignored. An exhaustive review of literature around socio-cognitive theories produced a suitable model with which to research consumer boycotting.

The marketing literature has argued the value of retaing customers and stated that loyal clients are more likely to focus on long-term benefits and engage in cooperative actions benefical to both partners (Lam et al., 2004). There is abundant quantitative research on B2C loyalty, but limited qualitative research for B2B loyalty within the services sector. This research has filled the gaps and contributes to the study of B2B switching by analysing the behaviours of the client, 'switched to', and 'switched from' service providers. The sample consisted of Canadian staffing agencies because this sector experiences frequent switching and is a critical component of the service economy with global sales of, $192.6 billion in 2006 (The Economist, 2007). This industry is undergoing tremendous changes that will affect the ways companies manage their recruiting and human resources needs. It was found the key switching factors are a loss of trust, inability to listen to clients' needs and f ailure to deliver a quality core service. The research also investigated the constructs necessary to form and sustain B2B relationships - trust, commitment, loyalty and risk. This study confirmed that trust is 'the blood line' of retaining relationships and any breaches of trust resulted in switching. Contrary to previous B2C switching studies (Keaveney, 1995) apathy, pricing and inconvenience were not significant switching factors while it was affirmed that there are noteworthy differences between B2C and B2B switching factors. The study contributes to marketing theory and practitioners by identifying key switching behaviours within the B2B service industry. It explores the constructs necessary to nurture B2B relationships while mitigating the chances of client switching. The staffing agency sector is particularly interesting for academic research, as it is currently being affected by significant growth which poses drastic challenges for business managers to sustain an ever-increasing competitive environment.

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