Brand loyalty development is an important part of a company‘s marketing strategy. Empirical data on the influences of brand loyalty in the South African hospitality industry is non-existent. Moolla and Bisschoff developed an empirical tool for measuring twelve influences of brand loyalty in, originally, the fast moving consumer goods (FMCG) industry. The model has since been validated and the reliability of the data confirmed for various industries such as agri- business, banking and pharmaceutical industries. The twelve influences the model test are; customer satisfaction, culture, brand performance, brand relevance, relationship proneness, brand affect, repeat purchase, perceived value, commitment, involvement, switching cost and brand trust. An adapted Moolla and Bisschoff model is employed in the hospitality industry, and more specifically the hotel sector, which aims to determine the role each influence plays on brand loyalty. Questionnaires were distributed to guests at various branded hotels in South Africa of which 187 patrons responded positively. The Kaiser-Meyer-Olkin measure indicated sample adequacy and suitability for factor analysis, where after the questionnaire was validated and the data found to be reliable. According to the respondents‘ perceptions, customer satisfaction is regarded as the single most very important brand loyalty influence in the hospitality industry. Brand trust, repeat purchase, involvement, perceived value, relationship proneness, brand affect, brand relevance and brand performance can also be seen as important factors. Switching cost, commitment and culture were not considered to be very important brand influences. Sub-factors were identified for the influences of perceived value and relationship proneness. A new conceptual framework for brand loyalty in the hospitality industry was therefore suggested. The results of this study concluded that the adapted Moolla and Bisschoff model is indeed a valuable tool for measuring brand loyalty influences in the hospitality industry. This study also contributed to the knowledge base regarding brand loyalty of the South African hospitality industry in South Africa. / MBA, North-West University, Potchefstroom Campus, 2015

Brand loyalty development is an important part of a company‘s marketing strategy. Empirical data on the influences of brand loyalty in the South African hospitality industry is non-existent. Moolla and Bisschoff developed an empirical tool for measuring twelve influences of brand loyalty in, originally, the fast moving consumer goods (FMCG) industry. The model has since been validated and the reliability of the data confirmed for various industries such as agri- business, banking and pharmaceutical industries. The twelve influences the model test are; customer satisfaction, culture, brand performance, brand relevance, relationship proneness, brand affect, repeat purchase, perceived value, commitment, involvement, switching cost and brand trust. An adapted Moolla and Bisschoff model is employed in the hospitality industry, and more specifically the hotel sector, which aims to determine the role each influence plays on brand loyalty. Questionnaires were distributed to guests at various branded hotels in South Africa of which 187 patrons responded positively. The Kaiser-Meyer-Olkin measure indicated sample adequacy and suitability for factor analysis, where after the questionnaire was validated and the data found to be reliable. According to the respondents‘ perceptions, customer satisfaction is regarded as the single most very important brand loyalty influence in the hospitality industry. Brand trust, repeat purchase, involvement, perceived value, relationship proneness, brand affect, brand relevance and brand performance can also be seen as important factors. Switching cost, commitment and culture were not considered to be very important brand influences. Sub-factors were identified for the influences of perceived value and relationship proneness. A new conceptual framework for brand loyalty in the hospitality industry was therefore suggested. The results of this study concluded that the adapted Moolla and Bisschoff model is indeed a valuable tool for measuring brand loyalty influences in the hospitality industry. This study also contributed to the knowledge base regarding brand loyalty of the South African hospitality industry in South Africa. / MBA, North-West University, Potchefstroom Campus, 2015

Being an e-retailer within the Swedish fashion e-commerce industry while the biggest change in relationship marketing since the industrial revolution takes place, e-loyalty can be claimed to be more crucial than ever before. The ability influencing customer being loyal is claimed to be harder within e-commerce compared to traditional physical stores and also claimed to be more expensive. With this presented, knowing what influences e-loyalty can be a decisive advantage. Previous research has been conducted and showed as stated, customer trust and satisfaction have a positive relationship to customer loyalty and profitability of organizations. But in order to achieve a higher level of e-loyalty, this study aims to develop an understanding of how service can influence e-loyalty. Based on the theoretical framework in addition with the conducted informal discussion with practitioners within the studied industry, a conceptual model has been created. To test this model, a questionnaire was created and answered by 95 students at Kristianstad University. Through this, the collected data was evaluate and brought the conclusion that some factors previous literature has identified can be questioned. Therefore, more extensive research can be necessary in order to better understand the scientific gaps in the field. As the results indicate a variation within the control variable shopping frequency, we suggest that future research focuses on evaluating this variable further. With better understanding the different potential customers, a higher level of e-loyalty can be achieved.

The thesis extends previous loyalty research by comparing the performance of brands in subscription markets, specifically financial services and insurance, on a cross-category basis. Large investments are made in these industries on cross-selling initiatives with the hope of bringing about brand growth through increased loyalty. This research found very little variation between the loyalty scores for major brands in each market, suggesting that cross selling attempts are likely to play only a minor role in brand performance. / thesis (MBusiness-Research)--University of South Australia, 2005.

Date: June 3rd, 2011 Course: Master Thesis EFO 705, International Marketing Tutor: Johan Grinbergs Authors: Sasawan Heingraj (851007) and Varin Luenglertkul (840622) Title: The Important Factors influencing Brand Loyalty in Small E-Commerce Business: A Case Study of Thai Small E-Commerce Companies Problem: As the competitions in Thai e-commerce market are intense, price war is used as one strategy to compete competitors. To gain higher profit margins, brand loyalty is a key factor relating to companies’ success. However, there is a lack of knowledge regarding the important factors to build or enhance the level of brand loyalty among customers through entrepreneurs’ perspective. Therefore, the research question in this paper is "What are the important factors of brand loyalty connecting to Thai small e-commerce business success through an entrepreneur’s perspective?" Purpose: This paper aims to describe and analyze the brand loyalty strategy in Thai small e-commerce businesses, followed by a study of the important factors of brand loyalty that impact company’s competitive advantage. Method: The study is primarily based on qualitative research using entrepreneurs’ perspective approach. The five competitive forces model and the concept of brand loyalty strategy are applied. Data collected from literature review and five interviews. The interview questions are validated by using IOC approach. Conclusion: Brand loyalty can create competitive advantages and success for e-commerce businesses. Through entrepreneurs’ perspective, there are eight important factors which have a positive impact on brand loyalty. There is a connection among expectations, attitudes, trust, satisfaction and brand loyalty. By focusing on increasing customers’ expectations, high-quality, unique and creative products should be addressed. While contact interactivity and character play important roles in building trust, community and care are key factors to enhance customers’ attitudes. Along with customization, cultivation and choice in terms of the variety of designs, customer satisfaction can be generated. With all of the eight factors considered, brand loyalty can be potentially built among customers. Key word: Small E-commerce business, Brand loyalty, E-loyalty

Thesis (M.S.)--West Virginia University, 2002. / Title from document title page. Document formatted into pages; contains iv, 75 p. : ill. Vita. Includes abstract. Includes bibliographical references (p. 51-53).

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Most customer loyalty programs available across the service industry have largely focused on building repeat patronage. There is now a combined approach through a theoretical framework of customer loyalty that uses both repeat patronage and relative attitude constructs in measuring loyalty. Paying greater attention to attitude could help improve the cost effectiveness of the programs because the incentives used to enhance the attitudinal loyalty are often in the form of non-financial benefits. / This study contributes to an understanding of the relative effectiveness of a fee-based loyalty program and identifies the factors required for a successful program within the hotel industry. / Two key functions derived from an analysis of social influences variables are explained as implicit and explicit concerns. Implicit concerns, such as knowing and greeting individual members, show greater strength in terms of loyalty development. This result contributes to the existing theory that social influences in the form of implicit concern are of higher importance than explicit concern. There is also no significant difference in the perceived importance toward social influence benefits among the new and renewed members. There would be no greater impact in giving more value to long-standing members over newer members. But there would be greater impact when giving more attractive hard benefits to the new members or to the existing members in the renewal stage. / Even though the study derives specific and unique findings, it is notable that in many areas the results of research match those conducted elsewhere in different industries and cultural contexts. Another limitation is that this study reveals the loyalty condition and the factors that influence loyalty development from the perspective of existing members only. / Further research could be geared towards the issue of member valuation, finding out the optimal value of financial benefits given in exchange for a certain membership fee. Future research could also examine the strengths and weaknesses of a fee based frequency program. It is suggested that action research could be used among the members with implicit concern, or even those with no implicit concern, to help gain higher validity. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007.

Most customer loyalty programs available across the service industry have largely focused on building repeat patronage. There is now a combined approach through a theoretical framework of customer loyalty that uses both repeat patronage and relative attitude constructs in measuring loyalty. Paying greater attention to attitude could help improve the cost effectiveness of the programs because the incentives used to enhance the attitudinal loyalty are often in the form of non-financial benefits. / This study contributes to an understanding of the relative effectiveness of a fee-based loyalty program and identifies the factors required for a successful program within the hotel industry. / Two key functions derived from an analysis of social influences variables are explained as implicit and explicit concerns. Implicit concerns, such as knowing and greeting individual members, show greater strength in terms of loyalty development. This result contributes to the existing theory that social influences in the form of implicit concern are of higher importance than explicit concern. There is also no significant difference in the perceived importance toward social influence benefits among the new and renewed members. There would be no greater impact in giving more value to long-standing members over newer members. But there would be greater impact when giving more attractive hard benefits to the new members or to the existing members in the renewal stage. / Even though the study derives specific and unique findings, it is notable that in many areas the results of research match those conducted elsewhere in different industries and cultural contexts. Another limitation is that this study reveals the loyalty condition and the factors that influence loyalty development from the perspective of existing members only. / Further research could be geared towards the issue of member valuation, finding out the optimal value of financial benefits given in exchange for a certain membership fee. Future research could also examine the strengths and weaknesses of a fee based frequency program. It is suggested that action research could be used among the members with implicit concern, or even those with no implicit concern, to help gain higher validity. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007.

The thesis extends previous loyalty research by comparing the performance of brands in subscription markets, specifically financial services and insurance, on a cross-category basis. Large investments are made in these industries on cross-selling initiatives with the hope of bringing about brand growth through increased loyalty. This research found very little variation between the loyalty scores for major brands in each market, suggesting that cross selling attempts are likely to play only a minor role in brand performance. / thesis (MBusiness-Research)--University of South Australia, 2005.