ISSN (Online): 2321-3418
server-injected
Mathematics and Statistics
Open Access

Customer Loyalty Through Retailer Brand Equity: Perspectives from Male Alcoholic Beverage Consumers

DOI: 10.18535/ijsrm/v10i5.m02· Pages: 410-424· Vol. 10, No. 05, (2022)· Published: May 28, 2022
PDF
Views: 759 PDF downloads: 251

Abstract

The service business has risen to prominence in recent years as the primary driver of economic growth. As such competing organizations have consistently supplied higher service quality and a positive brand image to gain consumer pleasure and loyalty in the current competitive environment. The primary purpose of this study is to explore the motivational factors that enrich customer loyalty through retailer brand equity. The qualitative research method was used in the collection of data. Ten male consumers of alcoholic beverages were interviewed to solicit answers about their experiences with retail outlets during their purchases. In-depth, open-ended questions were asked during data collection. The findings reveal themes such as customer experience, brand trust, and customer satisfaction as customer motivations that enhance repurchase behaviours at the selected retail outlets. In addition, these motivational factors also show that retailer brand equity promotes customer satisfaction, which leads to customer loyalty. 

Keywords

Customer loyaltyretailer brand equityalcoholic beveragesThe Expectancy Theory

References

  1. Aaker, D. A. (2010). Brand relevance: Making competitors irrelevant. John Wiley & Sons.Google Scholar ↗
  2. Aaker, D.A. & Equity, M.B. (1991), “Capitalizing on the value of a brand name”, New York, Vol. 28 No. 1, pp. 35-37.Google Scholar ↗
  3. Akbari, M., et al. (2019). "Corporate social responsibility, customer loyalty and brandGoogle Scholar ↗
  4. positioning." Social Responsibility Journal.Google Scholar ↗
  5. Allaway, A. W., Huddleston, P., Whipple, J., & Ellinger, A. E. (2011). Customer-based brand equity, equity drivers, and customer loyalty in the supermarket industry. Journal of Product & Brand Management, 20(3), 190–204. https://doi.org/10.1108/10610421111134923DOI ↗Google Scholar ↗
  6. Amankwaa, L. (2016). Creating Protocols for Trustworthiness in Qualitative Research. Journal of Cultural Diversity, 23, 121-127. http://www.tuckerpub.com/jcd.htmGoogle Scholar ↗
  7. Arnett, D. B., Laverie, D. A., & Meiers, A. (2003), "Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications", Journal of Retailing, Vol. 79 No. 3, pp. 161-170.Google Scholar ↗
  8. Andajani, E. (2015). Understanding customer experience management in retailing. Procedia-Social and Behavioral Sciences, 211, 629-633.Google Scholar ↗
  9. Andai, J. (2016). Influence Of Brand Equity on Consumer Purchase Choices Among Pay Tv Subscribers in Nairobi, Kenya. Nairobi: School of Business University of Nairobi.Google Scholar ↗
  10. Ansah, E.S. (2020). Customer Perception of Service Quality, Price Fairness and Brand-Image of Telecommunication Service Providers in Ghana and Its Impact on Customer Satisfaction and Loyalty. International Journal of Economics, Commerce and Management, 8(7), 186-203.Google Scholar ↗
  11. Anwar, S., Min, L., & Dastagir, G. (2019). Effect of Service Quality, Brand Image, Perceived Value on Customer Satisfaction and Loyalty in the Chinese Banking Industry. International Journal of Business, Economics and Management Works, 6(3), 24–30.Google Scholar ↗
  12. Asuma, C. M., & Ndambuki, M. V. (2015). the influence of brand equity on the choice of marketing Strategies by manufacturers of carbonated drinks in Kenya (Doctoral dissertation, University of Nairobi).Google Scholar ↗
  13. Baciu, L. E. (2017). Expectancy theory explaining civil servants’ work motivation: Evidence from a Romanian city hall. USV Annals of Economics and Public Administration, 17(2(26)), 146-160.Google Scholar ↗
  14. Baker, P., Beesley, H., Dinwoodie, R., Fletcher, I., Ablett, J., Holcombe, C. & Salmon, P. (2013). 'You're putting thoughts into my head': a qualitative study of the readiness of patients with breast, lung or prostate cancer to address emotional needs through the first 18 months after diagnosis. Psycho-Oncology, 22, 1402-10.Google Scholar ↗
  15. Baumann M., & Bonner B. (2017). An expectancy theory approach to group coordination: Expertise, task features, and member behavior. Journal of Behavioral Decision Making. 2017;30(2):407–419. [Google Scholar]Google Scholar ↗
  16. Baumhof R., Decker T, Röder H, & Menrad K. (2017). An expectancy theory approach: What motivates and differentiates German house owners in the context of energy efficient refurbishment measures? Energy & Buildings. 2017;152:483–491. [Google Scholar]Google Scholar ↗
  17. Behringer N., & Sassenberg K. (2015). Introducing social media for knowledge management: Determinants of employees’ intentions to adopt new tools. Computers in Human Behavior. 2015;48:290–296. [Google Scholar]Google Scholar ↗
  18. Bernard, H. R., & Ryan, G. W. (2016). Analyzing qualitative data (2nd ed.). Thousand Oaks, CA: Sage Publications, Inc.Google Scholar ↗
  19. Bloemer, J., & de Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499–513. https://doi. org/10.1108/03090569810216118DOI ↗Google Scholar ↗
  20. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27. https://doi.org/10.1177/ 002224379303000102Google Scholar ↗
  21. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative ResearchGoogle Scholar ↗
  22. Psychology, 3, 77_101.Google Scholar ↗
  23. Brooks L, & Betz N. (1990). Utility of expectancy theory in predicting occupational choices in college students. Journal of Counseling Psychology. 1990;37(1):57–64. [Google Scholar]Google Scholar ↗
  24. Bungay, V., Oliffe, J., & Atchison, C. (2016). Addressing Underrepresentation in Sex WorkGoogle Scholar ↗
  25. Research: Reflections on Designing a Purposeful Sampling Strategy. Qualitative Health Research 2016, Vol. 26(7) 966–978. https://doi.org/10.1177/1049732315613042DOI ↗Google Scholar ↗
  26. Bustamante, J. & Rubio, N. (2017). Measuring customer experience in physical retailenvironments. Journal of Service Management, 28(5), 884-913.Google Scholar ↗
  27. Chaudhuri, A., Holbrook, M.B. 2001. The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81-93.Google Scholar ↗
  28. Creamer, E. G., & Tendhar, C. (2016). Using inferences to evaluate the value added of mixed methods research: A content analysis. International Journal of Multiple Research Approaches, 9(1), 57-72. doi:10.1080/18340806.2015.1129286.DOI ↗Google Scholar ↗
  29. Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches. Thousand Oaks, CA: Sage.Google Scholar ↗
  30. Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, Third Edition. USA: Sage Publications.Google Scholar ↗
  31. Datta, H., Ailawadi, K.L. & Van Heerde, H.J. (2017), “How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?”, Journal of Marketing, Vol. 81 No. 3, pp. 1-20.Google Scholar ↗
  32. Dlačić, J., & Kežman, E. (2014). EXPLORING RELATIONSHIP BETWEEN BRAND EQUITY AND CUSTOMER LOYALTY ON PHARMACEUTICAL MARKET. Economic & Business Review, 16(2). Farhana, M. (2012).Google Scholar ↗
  33. Elo, S., Kaariainen, M., Kanste, O., Polkki, T., Utriainen, K., & Kyngas, H. (2014).Google Scholar ↗
  34. Qualitative content analysis: A focus on trustworthiness. SAGE Open, January- March 2014, 1-10. doi:10.1177/2158244014522633DOI ↗Google Scholar ↗
  35. Etikan, I., & Bala, K. (2017). Sampling and sampling methods. Biometrics & Biostatistics International Journal, 5(6), 00149.Google Scholar ↗
  36. Fagbohungbe B.O. (2012). Students’ performance in core and service courses: A test of valence-instrumentality expectancy theory. Journal of Management and Sustainability. 2012;2(2):236– 240. [Google Scholar]Google Scholar ↗
  37. Geiger M., & Cooper E. (1996). Using expectancy theory to assess student motivation. Issues in Accounting Education. 1996;11(1):113. [Google Scholar]Google Scholar ↗
  38. Gorgoglione, M., & Panniello, U. (2018). Beyond customer experience models:identifying idiosyncratic perceptions. International Journal of Bank Marketing,36(7), 1311-1328.Google Scholar ↗
  39. Goward, C. (2015). What is the purpose of branding? Retrieved online: 14 http://www.widerfunnel.com/branding/purpose-of-branding 15Google Scholar ↗
  40. Grewal, D., Roggeveen & Nordf€alt, J. (2017), “The future of retailing”, Journal of Retailing,Vol. 93 No. 1, pp. 1-6.Google Scholar ↗
  41. Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction,relationship commitment dimensions, and triggers on customer retention. Journal ofmarketing, 69(4), 210-218.Google Scholar ↗
  42. Hak, T. (2007). Waarnemingsmethoden in kwalitatief onderzoek. In L. PLBJ &H. TCo (Eds.), Kwalitatief onderzoek: Praktische methoden voor de medische praktijk. [Observation methods in qualitative research] (pp. 13–25). Houten: Bohn Stafleu van Loghum.Google Scholar ↗
  43. Handayani, W., & Soliha, E. (2015). Image and Perception of Price in Influencing Satisfaction and Its Impact on Customer Loyalty (Study on Business Center Customers of SMK Negeri Semarang, Prosiding SENDI_U, University of Stikubank, Semarang.Google Scholar ↗
  44. Hartman K.B., & Spiro R.L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business Research, 58(8), 1112–1120.Google Scholar ↗
  45. Harris K., Murphy K., Dipietro R., & Line N. (2017). The antecedents and outcomes of food safety motivators for restaurant workers: An expectancy framework. International Journal of Hospitality Management. 2017;63:53–62. [Google Scholar]Google Scholar ↗
  46. Hijmans, E., & Kuyper, M. (2007). Het halfopen interview als onderzoeksmethode. In L. PLBJ & H. TCo (Eds.), Kwalitatief onderzoek: Praktische methoden voor de medische praktijk. [The half-open interview as research method (pp. 43–51). Houten: Bohn Stafleu van LoghumGoogle Scholar ↗
  47. Ieva, M., & Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. The TQM Journal, 30(5), 444-457.Google Scholar ↗
  48. Jacob, S. A., & Furgerson, S. P. (2012). Writing interview protocols and conducting interviews: Tips for students new to the field of qualitative research. The Qualitative Report, 17, 1-10. Retrieved from http://www.nova.edu/ssss/QR/index.html.Google Scholar ↗
  49. Jamal, A., & Naser, K. (2002). Customer satisfaction and retail banking: An assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), 146–160.Google Scholar ↗
  50. Kazadi, K., Lievens, A., & Mahr, D. (2015). Stakeholder co-creation during theinnovation process: Identifying capabilities for knowledge creation among multiple stakeholders. Journal of Business Research, 69, 525-540. doi:10.1016/j.jbusres.2015.05.009.DOI ↗Google Scholar ↗
  51. Keller, K.L. (2016), “Reflections on customer-based brand equity: perspectives, progress, and priorities”, AMS Review, Vol. 6 Nos 1/2, pp. 1-16.Google Scholar ↗
  52. Kiatkawsin K., & Han H. (2017). Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory. Tourism Management. 2017;59:76–88. [Google Scholar]Google Scholar ↗
  53. Koch, T. (2006). Establishing rigour in qualitative research: the decision trail. Journal ofAdvanced Nursing, 53, 91-100. doi:10.1111./j.1365-2648.2006-03681.xGoogle Scholar ↗
  54. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education, Inc.Google Scholar ↗
  55. Lee, S. H., & Lee, S.-H. (2018). A scale development of retailer equity. Sustainability, 10(11), 3924. https://doi.org/10. 3390/su10113924Google Scholar ↗
  56. Londoño-Roldan, J.C., Elms, J. & Davies, K. (2017), “‘A commentary on’ conceptualizing and measuring consumer-based brand-retailer-channel equity’: a review and response”, Journal of Retailing and Consumer Services, Vol. 37, pp. 31-32.Google Scholar ↗
  57. Mariotto, F. L., Zanni, P. P., & DeMoraes, G. H. S. M. (2014). What is the use of a single-case study in management research? RAE-Revista de Administracao de Empressas, 54, 358-369. doi:10.1590/S0034-759020140402DOI ↗Google Scholar ↗
  58. Marques, J. F., & McCall, C. (2005). The application of interrater reliability as a solidification instrument in a phenomenological study. The Qualitative Report, 10(3), 439-462.Google Scholar ↗
  59. May, A., & Mathijssen, J. (2015). Alternatieven voor RCT bij de evaluatie van effectiviteit van interventies!? Eindrapportage. In Alternatives for RCTs in the evaluation of effectiveness of interventions!? Final reportGoogle Scholar ↗
  60. Minta, Y. (2018). Link between satisfaction and customer loyalty in the insurance industry: Moderating effect of trust and commitment. Journal of Marketing Management, 6(2), 25–33. https://doi.org/10.15640/jmm.v6n2a3DOI ↗Google Scholar ↗
  61. Moser, A., & Korstjens, I. (2018). Series: Practical guidance to qualitative research. Part 3: Sampling, data collection and analysis. European Journal of General Practice, 24(1), 9–18.Google Scholar ↗
  62. Muigai, C. N. (2017). Impact of Brand Equity on Consumer Buyer Behaviour of Smartphones among Millennials: A Case Study of the United States International University (Doctoral dissertation, United States International University-Africa).Google Scholar ↗
  63. Munisih, S., & Soliha, E. (2015). The Effect of Product Quality on Customer Value and Customer Satisfaction and its Impact on Customer Loyalty at the Dela Pharmacy Semarang.Google Scholar ↗
  64. Proceedings of the National Seminar & Call for Papers, Performance of Indonesian Banking, Business and Economy in Facing AEC, University of Stikubank, Semarang, Indonesia.Google Scholar ↗
  65. Nadiri, H., & Gunay, G. N. (2013). An empirical study to diagnose the outcomes of customersGoogle Scholar ↗
  66. experiences in trendy coffee shops. Journal of Business Economics and Management,Google Scholar ↗
  67. 14(1), 22-53. doi:10.3846/16111699.2011.631742DOI ↗Google Scholar ↗
  68. Nastasoiu, A., & Vandenbosch, M. (2019), “Competing with loyalty: how to design successfulGoogle Scholar ↗
  69. customer loyalty reward programs”, Business Horizons, Vol. 62 No. 2, pp. 207-214.Google Scholar ↗
  70. Nyadzayo, M.W., & Khajehzadeh, S. (2016), “The antecedents of customer loyalty: a moderated mediation model of customer relationship management quality and brand image”, Journal of Retailing and Consumer Services, Vol. 30, pp. 262-270.Google Scholar ↗
  71. O’Cass, A., & Lim, K. (2002). The influence of brand associations on brand preference and purchase intention: An Asian perspective on brand associations. Journal of International Consumer Marketing, 14(2–3), 41–71. https://doi.org/10. 1300/J046v14n02_03Google Scholar ↗
  72. Opdenakker, R. (2006). Advantages and disadvantages of four interview techniques in qualitative research. In Forum Qualitative Sozialforschung/Forum: Qualitative Social Research (Vol. 7, No. 4).Google Scholar ↗
  73. Ortinau, D. J. (January 01, 2016). A Retrospective on the Use of Survey Methodologies in Marketing Research.Google Scholar ↗
  74. Pappu, R., & Quester, P. (2017). A commentary on conceptualizing and measuring consumer-based brand–retailer– channel equity. Journal of Retailing and Consumer Services, 37(July 2017), 31–32. https://dx.doi.org/10.1016/j. jretconser.2017.02.014DOI ↗Google Scholar ↗
  75. Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). Thousand Oaks, CA: Sage Publications, Inc.Google Scholar ↗
  76. Porter C., & Woo S. (2015). Untangling the networking phenomenon: A dynamic psychological perspective on how and why people network. Journal of Management. 2015;41(5):1477–1500. [Google Scholar]Google Scholar ↗
  77. Pousa C., & Mathieu A. (2010). Sales managers’ motivation to coach salespeople: An exploration using expectancy theory. International Journal of Evidence Based Coaching and Mentoring. 2010;8(1):34–50. [Google Scholar]Google Scholar ↗
  78. Purvis RL., Zagenczyk TJ., & McCray G.E. (2015). What's in it for me? Using expectancy theory and climate to explain stakeholder participation, its direction and intensity. International Journal of Project Management. 2015;33(1):3–14. [Google Scholar]Google Scholar ↗
  79. Renko M, Kroeck K, Bullough A. Expectancy theory and nascent entrepreneurship. Smal Business Economics. 2012;39(3):667–684. [Google ScholarGoogle Scholar ↗
  80. Rudzewicz, A., & Grzybowska-Brzezinska, M. (2013). Customer trust to the insurance company. Socioeconomic Research Bulletin, 3(50), 123-129Google Scholar ↗
  81. Rychalski, A., & Hudson, S. (2017). Asymmetric effects of customer emotions on satisfactionGoogle Scholar ↗
  82. and loyalty in a utilitarian service context. Journal of business research, 71, 84-91. doi:http://dx.doi.org/10.1016/j.jbusres.2016.10.014DOI ↗Google Scholar ↗
  83. Sanchez R., Truxillo D., & Bauer T. (2000). Development and examination of an expectancy- based measure of test-taking motivation. Journal of Applied Psychology. 2000;85(5):739–750. [PubMed] [Google Scholar]Google Scholar ↗
  84. Santoso, Y., & Soliha, E. (2017). The Influence of Service Quality and Company Image on Satisfaction and Its Impact on Customer Loyalty (Study on Credit Customers of PT Armada Finance Semarang Branch). Journal of Business and Management, 13(3), 194–212.Google Scholar ↗
  85. Sayeed O. (1985). Work motivation and employee performance: A review of VIE theory. Indian Journal of Industrial Relations. 1985;21(2):147–172. [Google Scholar]Google Scholar ↗
  86. Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19–35. https://doi.org/10.1108/03090569310043179DOI ↗Google Scholar ↗
  87. Setyawati, S.M., Raharja, M.C. 2018. Trust Dimensions Model in Creating Loyalty Stage for Service Consumers of Sharia Rural Banking. European Research Studies Journal, 21(1), 507-518.Google Scholar ↗
  88. Sharma, M., & Chaubey, D. S. (2014). An Empirical Study of Customer Experience and itsGoogle Scholar ↗
  89. Relationship with Customer Satisfaction towards the Services of Banking Sector. Journal of Marketing & Communication, 9(3), 18-27.Google Scholar ↗
  90. Sigit, K. N., & Soliha, E. (2017). Product Quality and Service Quality to Customer Satisfaction and Loyalty. Journal of Finance and Banking, 21(1), 157–168.Google Scholar ↗
  91. Solechah & Soliha, E. (2015). The Influence of Image and Trust on Customer Value and Its Impact on Customer Satisfaction and Loyalty. Proceeding 4th Economic & Business Research Festival, Business Dynamic Toward Indonesia Economic Revival. Faculty of Economics and Business, University of Kristen Satya Wacana, Salatiga, Indonesia.Google Scholar ↗
  92. Soliha, E., Basiya, R., Rochmani, R., Darmawan, A. D., & Udin, U. (2019) The Effect of Product Quality and Customer Value on Satisfation and Loyalty. Transylvanian Review, 27(45), 13052–13057.Google Scholar ↗
  93. Sulistiyanto, W. S., & Soliha, E. (2015). The Influence of Price Perception, Company Image and Brand Image on Customer Satisfaction and Loyalty at “Dela” Pharmacy in Semarang. National Seminar Proceedings & Call for Papers, Indonesian Banking, Business and Economic Performance in Facing AEC, Faculty of Economics and Business, Stikubank University,Semarang, Indonesia.Google Scholar ↗
  94. Swoboda, B., Weindel, J. and Hälsig, F. (2016), “Predictors and effects of retail brand equity – a cross sectoral analysis”, Journal of Retailing and Consumer Services, Vol. 31, pp. 265-27Google Scholar ↗
  95. Thomas, A. (2017). Multivariate hybrid pathways for creating exceptional customerexperiences. Business Process Management Journal, 23(4), 822-829.Google Scholar ↗
  96. Troiville, J., Hair, J. F., & Cliquet, G. (2019). Definition, conceptualization and measurement of consumer-based retailer brand equity. Journal of Retailing and Consumer Services, 50(September 2019), 73–84. https://doi.org/10.1016/j. jretconser.2019.04.022DOI ↗Google Scholar ↗
  97. Yap, B. W., Ramayah, T., & Wan Shahidan, W. N. (2012). Satisfaction and trust on customer loyalty: A PLS approach.Business Strategy Series, 13(4), 154–167. https://doi. org/10.1108/17515631211246221DOI ↗Google Scholar ↗
  98. YouGov (2018), “Affluent consumer attitude towards brand loyalty worldwide as of March 2017, by region”, available at: https://www.statista.com/statistics/788788/affluent-consumer-attitudebrand-loyalty/ (accessed 27 November 2018).Google Scholar ↗
  99. Yoo, B., Donthu, N., & Lee, S. (2001). An examination of selected marketing mix Elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.Google Scholar ↗
  100. Yoo, S. J., Huang, W.-H. D., & Kwon, S. (2015). Gender still matters: Employees’ acceptance levels towards e-learning in the workplaces of South Korea. Knowledge Management & E-Learning: An International Journal (KM&EL), 7(2), 334-347.Google Scholar ↗
  101. Vaismoradi, M., Turunen, H., & Bondas, T. (2013). Content analysis and thematicGoogle Scholar ↗
  102. analysis: Implications for conducting a qualitative descriptive study. Nursing & healthsciences, 15(3), pp.398-405.Google Scholar ↗
  103. Vroom VH. Work and motivation. New York: Wiley; (1964). [Google Scholar]Google Scholar ↗
  104. Wade Clarke, D., Perry, P. & Denson, H. (2012). The sensory retail environment of small fashion boutiques. Journal of Fashion Marketing and Management, 16(4), 492-510.Google Scholar ↗
  105. Widyastuti, S., Said, M., Siswono, S., & Firmansyah, D.A. (2019). Customer Trust through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study. European Research Studies Journal, 22(2), 83-99Google Scholar ↗
  106. Wu, C. H. J., & Liang, R. D. (2011). The relationship between white-water rafting experienceGoogle Scholar ↗
  107. formation and customer reaction: A flow theory perspective. TourismManagement, 32(2), 317-325.Google Scholar ↗
  108. Zeithaml, V., Berry, L., & Parasuraman, A., (1996). The behavioral consequences of service quality. J. Mark. 60 (2), 31–46.Google Scholar ↗
Author details
Ms. Lovelace Esinu Agordoh
Ph.D Student, University of Professional Studies Accra, Ghana
✉ Corresponding Author
👤 View Profile →