by : Stephen L. Sondoh Jr, et all
Published : Asian Academy of Management Journal, Vol. 12, No. 1, 83–107, January 2007
ABSTRACTThe purpose of this study is to examine the effect of brand image benefits on satisfaction and loyalty intention in the context of color cosmetic product. Five brand image benefits consisting of functional, social, symbolic, experiential and appearance enhances were investigated. A survey carried out on 97 females showed that functional and appearance enhances significantly affect loyalty intention. Four of brand image benefits: functional, social, experiential, and appearance enhances are positively related to overall satisfaction. The results also indicated that overall satisfaction does influence customers' loyalty. The results imply that marketers should focus on brand image benefits in their effort to achieve customer loyalty.
Keywords: brand image, satisfaction, loyalty, brand strategy, color cosmetic product
INTRODUCTIONCustomer satisfaction has been widely accepted as an important issue for many marketing managers. It is commonly used as a marketing benchmark of a company's performance (Bennett & Rundle -Thiele, 2004). Furthermore, it is generally believed that a satisfied customer is more likely to display loyalty behavior, i.e. repeat purchase and willingness to give positive word of mouth (Taylor, 1998; Bennett & Rundle -Thiele, 2004; Schultz, 2005). Although this is the case, Taylor (1998) stated that "companies began to notice that they often were losing customers despite high satisfaction" (p. 41).
Reichheld (1994) argued that satisfied customers are not necessary loyal. Evidently, Reichheld and Markey (2000) noted that those customers said to be satisfied or very satisfied on the survey, showed that between 60 and 80% will defect in most businesses. The criticisms of relying solely on consumer satisfaction survey (Jones & Sasser, 1995; Reichheld, 1994) have deliberately called for a paradigm shift from emphasis on satisfaction to the pursuit of loyalty as a strategic business goal (Oliver, 1999). Oliver (1999) noted the shift "appeared to be a worthwhile change in strategy for most firms because business understood the profit of having a loyal customer base" (p. 33). Therefore, it was suggested that those who are measuring customer satisfaction should not stop there (Reichheld, 1994). The shift to measure loyalty is based on a desire to better understand retention, a component of loyalty which had a direct link to a company's profit (Taylor, 1998).
This problem is further aggravated by the increasing number of superior alternatives in the market. Much of the competing product has a similar standard in terms of product quality, price, performance . . . . . . . . (
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Artikel lengkap dikompilasi oleh/
hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan
Dosen Marketing Management). e-mail ke :
kana_ati@yahoo.com atau
kanaidi@poltekpos.ac.id-----------------------------------------------------
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