Sharyn Rundle-Thiele

Customer satisfaction should not be the only goal

The authors address the nature of the relationship between evaluative satisfaction and loyalty. Recent research suggests that this relationship is not linear and uni-directional but curvilinear, mediated by several interacting situational and psychological variables (Oliver, 1999). If, however, both attitudinal loyalty and satisfaction are conceptualized as latent, internal constructs, then it may be that they are formed simultaneously, not sequentially. While there is some evidence for divergence between emotion-laden satisfaction and loyalty, there is little evidence in the literature on the divergence of evaluative satisfaction from loyalty. The authors address and resolve questions raised by prior research by examining empirically, within a business-to-business context, that evaluative-satisfaction and loyalty are associated but different constructs. The results of structural equation modeling indicate that satisfaction and loyalty have divergent validity. Thus, the relationship between satisfaction and loyalty is not necessary, but dependent upon situational and psychological factors.

A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets

Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture loyalty should be very different. This paper, in effect, argues against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of loyalty would need to use different loyalty measures. In consumable markets where the market is stable and where there is high switching and low involvement and risk, behavioral measures are appropriate for predicting future brand loyalty levels. However where the market is not stable, there is a propensity towards sole brands and attitudinal measures may be better predictors of future behavior in such cases.

Assessing the performance of brand loyalty measures

There has long been a requirement for researchers to relate different loyalty measures in one paper and to compare measures across markets. Explores the performance of a number of loyalty measures in two service markets, namely a telecommunications market, and a credit card market. Also explores the performance of a number of measures across market types. The results indicate that all eight measures can be considered as indicators of brand loyalty in service markets. Two distinct concepts of loyalty were apparent in the telecommunications market. A third possible concept, termed differentiation loyalty, was also evident in the analysis conducted. This suggests that distinguishing between concepts does matter, specifically in service markets where a decrease in behavioral loyalty results in a customer defection. There is no difference in the performance of brand loyalty measures in service markets when compared with a repeat‐purchase market.

Corporate social responsibility and bank customer satisfaction: A research agenda

Purpose – The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes.Design/methodology/approach – This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature.Findings – A series of propositions is put forward to guide future research endeavours.Research limitations/implications – By understanding the likely impact on customer satisfaction of CSR initiatives vis‐a‐vis customer‐centric initiatives, the academic research community can assist managers to understand how to best allocate company resources in situations of low customer satisfaction. Such endeavours are managerially relevant and topical. Researchers seeking to test the propositions put forward in this paper would be able to gain links with, and possibly attract funding from, banks to conduct their research. Such endeavours may assist researchers to redefine the stakeholder view by placing customers at the centre of a network of stakeholders.Pra...

Exploring loyal qualities: assessing survey‐based loyalty measures

Purpose – This paper sets out to provide a step towards simplifying and shortening loyalty surveys for marketers and to summarise and to categorise more than 30 survey‐based loyalty measures administered in previous academic surveys.Design/methodology/approach – This research took a step back from theory to re‐define the concept of loyalty. An exploratory perspective using two service markets was taken to examine a broad range of survey‐based loyalty measures.Findings – The results of this research provide support for the more recent view that there are different ways in which customers can be loyal. The results of this research suggest that attitudinal loyalty could be the most important dimension for marketers to monitor. The exploratory method selected in this research suggests that dimensions of loyalty may include propensity to be loyal, behavioural intentions, complaining behaviour, resistance to competing offers, attitudinal loyalty and behavioural loyalty.Practical implications – There are importa...

Eating for the better: a social marketing review (2000-2012)

OBJECTIVE The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. DESIGN A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eating. Thirty-four empirical studies were analysed to examine the effectiveness of social marketing interventions to improve healthy eating behaviour using Andreasens (2002) social marketing benchmark criteria. Statistical analysis was undertaken to quantitatively evaluate whether effectiveness varied between study categories (subsets). SETTING Healthy eating empirical studies published from 2000 onwards. SUBJECTS Empirical studies that self-identified as social marketing. RESULTS Sixteen social marketing studies (subset 1) were identified in the review. These were systematic studies which sought to change behaviour through tailored solutions (e.g. use of marketing tools beyond communication was clearly evident) that delivered value to the target audience. For these sixteen studies, the mean number of criteria identified was five. Six studies met all six criteria. Positive change to healthy eating behaviour was found in fourteen of sixteen studies. The sixteen studies that met the definition of social marketing used significantly more of Andreasens (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2. CONCLUSIONS Social marketing is an involved process and it is important that studies identifying as social marketing adopt social marketing benchmark criteria. Social marketing when employed to its full extent offers the potential to change healthy eating.

Destination Segmentation: A Recommended Two-Step Approach

Tourism segmentation studies have traditionally developed segmentation variables from secondary data or a review of the literature. Based on stakeholder theory, this study recommends a two-step approach to destination segmentation, incorporating the views of multiple stakeholders. This article details the recommended segmentation approach using one Australian destination. Step 1 involves understanding how multiple stakeholders viewed their market to identify relevant segmentation variables. Step 2 involves segmenting the destination based on the variables identified in step 1. When compared with segments currently used by the destination marketing organization, the segments derived from the two-step approach to segmentation capture more of the tourists visiting the area. Segmentation guides budgetary decision making, and the proposed two-step approach to segmentation may assist tourism destinations to maximize limited resources by targeting more of the types of tourists who are frequenting the destination.

Stand-Alone Ethics, Social Responsibility, and Sustainability Course Requirements: A Snapshot from Australia and New Zealand.

This article analyzes the extent to which Australian and New Zealand marketing educators use dedicated or stand-alone courses to equip students with alternative views of business. A census of marketing programs in degree-granting universities was conducted. Program brochures were obtained via the Internet and were content analyzed. This study reports a lower proportion of universities requiring students to take a course dedicated to society and environmental issues than previous studies have. Only 27% of universities in Australia required students to take a dedicated ethics, social responsibility, and/or sustainability course. Only 8% of universities offered a dedicated core marketing ethical or social responsibility course. Previous sample estimates may have overstated ethical, social responsibility, and sustainability course requirements. There is considerable room for improvement in Australia and New Zealand if universities are to equip their students with the skills, knowledge, and ideas to benefit themselves, the organizations they choose to work for, and society as a whole.

Moderating teen drinking: combining social marketing and education

Purpose – This paper outlines a pilot study that was undertaken in Australia in 2011 that combined social marketing with education. An intervention targeting 14‐16 year olds to influence attitudes and behavioural intentions towards moderate drinking was developed and tested. Game On:Know alcohol (GO:KA) is a six‐module intervention that is delivered to a year level cohort in an auditorium. GO:KA combines a series of online and offline experiential activities to engage (with) students.Design/methodology – Following social marketing benchmark criteria, formative research and competitive analysis were undertaken to create, implement and evaluate an intervention. The intervention was delivered in one all boys’ and one all girls’ school in April and June 2011, respectively. A total of 223 Year 10 students participated in GO:KA with the majority completing both pre‐ and post‐surveys. Paired samples t‐tests and descriptive analysis were used to assess attitudinal and behavioural intention change.Findings – Attit...

Raising the bar: from corporate social responsibility to corporate social performance

Purpose – Consensus is emerging that companies should be socially responsible although the nature and degree of responsibility continues to be the source of debate. This continued debate allows the buck to be passed. The paper aims to propose a shift in view from corporate social responsibility to corporate social performance (CSP) as a means to assess CSR policies and practices. A harmful product category was chosen to illustrate how corporate social performance using a consumers point‐of‐view can be assessed.Design/methodology/approach – Literature concerned with alcohol knowledge was used to design a survey to consider whether consumers were adequately informed about alcohol. A convenience sample was used to survey Australian adults. A total of 217 surveys were analysed.Findings – Australian alcohol marketers are currently considered socially responsible promoting an “enjoy responsibly message” amongst many other policies and programs. A shift in view from corporate social responsibility to corporate ...