Transformations of customer loyalty attitude in marketing: Key components of modern loyalty
In the marketing landscape, there has been a noticeable shift from the well-established “customer retention” loyalty programs of the 2010s to the emerging trend of “customer attraction” programs in the 2020s. This study aims to investigate the underlying reasons behind these transformations and iden...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2023-11-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19112/IM_2023_04_Nikolajenko-Skarbale.pdf |
| _version_ | 1797336079093727232 |
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| author | Jelena Nikolajenko-Skarbalė Rasa Viederytė-Žilienė |
| author_facet | Jelena Nikolajenko-Skarbalė Rasa Viederytė-Žilienė |
| author_sort | Jelena Nikolajenko-Skarbalė |
| collection | DOAJ |
| description | In the marketing landscape, there has been a noticeable shift from the well-established “customer retention” loyalty programs of the 2010s to the emerging trend of “customer attraction” programs in the 2020s. This study aims to investigate the underlying reasons behind these transformations and identify the key components shaping a contemporary customer’s loyalty towards brands. To accomplish this, an empirical research was undertaken, interviewing 129 representatives of the “EU-Conexus” network, which education and research institutions are located in Lithuania (i.e., Klaipeda University), Spain (i.e., Catholic University of Valencia), Croatia (i.e., University of Zadar), Romania (i.e., Technical University of Civil Engineering), Greece (i.e., Agricultural University of Athens) and France (i.e., La Rochelle Université). The study employed a quantitative methodology, using a standardised online questionnaire contained multiple-choice, single-choice 18 detailed closed questions. The collected research data were subsequently analysed using MS Excel software through the application of descriptive statistics data processing techniques. The findings of this study revealed that regular and annoying promotional material and “intricate” loyalty programs are usually irritating contemporary customers and can be a reason to leave a brand. Consequently, modern brands are encouraged to regularly rethink – re-evaluate and re-design – their loyalty marketing strategies to become relevant to customers’ needs. The study also highlighted the key components significantly influencing the loyalty of respondents: (i) high quality and responsibly priced goods and (or) services, (ii) well-organised customer service, (iii) a “rational” customer loyalty program, and (iv) an adequate number of promotional messages containing relevant content.
Acknowledgment The authors are sincerely thankful to the “EU-Conexus” community for their benevolent and active participation in the research implemented in frames of this study. |
| first_indexed | 2024-03-08T08:47:47Z |
| format | Article |
| id | doaj.art-013ea7c878a140788ee103c498dffdfa |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-03-08T08:47:47Z |
| publishDate | 2023-11-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-013ea7c878a140788ee103c498dffdfa2024-02-01T13:41:52ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262023-11-0119410512310.21511/im.19(4).2023.0919112Transformations of customer loyalty attitude in marketing: Key components of modern loyaltyJelena Nikolajenko-Skarbalė0https://orcid.org/0000-0002-8104-0025Rasa Viederytė-Žilienė1https://orcid.org/0000-0001-8339-2713M.S., Junior Research Scientist, Faculty of Social Sciences and Humanities, Klaipeda UniversityPh.D., Associate Professor, Senior Research Scientist, Faculty of Social Sciences and Humanities, Klaipeda UniversityIn the marketing landscape, there has been a noticeable shift from the well-established “customer retention” loyalty programs of the 2010s to the emerging trend of “customer attraction” programs in the 2020s. This study aims to investigate the underlying reasons behind these transformations and identify the key components shaping a contemporary customer’s loyalty towards brands. To accomplish this, an empirical research was undertaken, interviewing 129 representatives of the “EU-Conexus” network, which education and research institutions are located in Lithuania (i.e., Klaipeda University), Spain (i.e., Catholic University of Valencia), Croatia (i.e., University of Zadar), Romania (i.e., Technical University of Civil Engineering), Greece (i.e., Agricultural University of Athens) and France (i.e., La Rochelle Université). The study employed a quantitative methodology, using a standardised online questionnaire contained multiple-choice, single-choice 18 detailed closed questions. The collected research data were subsequently analysed using MS Excel software through the application of descriptive statistics data processing techniques. The findings of this study revealed that regular and annoying promotional material and “intricate” loyalty programs are usually irritating contemporary customers and can be a reason to leave a brand. Consequently, modern brands are encouraged to regularly rethink – re-evaluate and re-design – their loyalty marketing strategies to become relevant to customers’ needs. The study also highlighted the key components significantly influencing the loyalty of respondents: (i) high quality and responsibly priced goods and (or) services, (ii) well-organised customer service, (iii) a “rational” customer loyalty program, and (iv) an adequate number of promotional messages containing relevant content. Acknowledgment The authors are sincerely thankful to the “EU-Conexus” community for their benevolent and active participation in the research implemented in frames of this study.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19112/IM_2023_04_Nikolajenko-Skarbale.pdfcustomer attractioncustomer retentionEU-Conexusmodern customermodern loyalty |
| spellingShingle | Jelena Nikolajenko-Skarbalė Rasa Viederytė-Žilienė Transformations of customer loyalty attitude in marketing: Key components of modern loyalty Innovative Marketing customer attraction customer retention EU-Conexus modern customer modern loyalty |
| title | Transformations of customer loyalty attitude in marketing: Key components of modern loyalty |
| title_full | Transformations of customer loyalty attitude in marketing: Key components of modern loyalty |
| title_fullStr | Transformations of customer loyalty attitude in marketing: Key components of modern loyalty |
| title_full_unstemmed | Transformations of customer loyalty attitude in marketing: Key components of modern loyalty |
| title_short | Transformations of customer loyalty attitude in marketing: Key components of modern loyalty |
| title_sort | transformations of customer loyalty attitude in marketing key components of modern loyalty |
| topic | customer attraction customer retention EU-Conexus modern customer modern loyalty |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19112/IM_2023_04_Nikolajenko-Skarbale.pdf |
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