IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2016064051797.html
   My bibliography  Save this article

Customer Segmentation by Factors Influencing Brand Loyalty and Customer Involvement

Author

Listed:
  • Tereza Vebrová

    (Department of Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Prague 6, Czech Republic)

  • Kateřina Venclová

    (Department of Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Prague 6, Czech Republic)

  • Stanislav Rojík

    (Department of Management, Czech University of Life Sciences, Kamýcká 129, 165 21 Prague 6, Czech Republic)

Abstract

Brand loyalty and customer involvement are two important concepts that help explain and understand a significant part of consumer shopping behavior. The aim of the present work is to identify factors influencing brand loyalty and customer involvement. A further aim is to consider subsequent segmentation of customers with respect to different degrees of brand loyalty and customer involvement. The research was focused on the field of Czech telecommunication services - mobile operators. Primary data were acquired through the method of questionnaire survey. In total, the questionnaire was completed by 340 respondents, of which 319 respondents owned their mobile phones for private purposes only. For more accurate interpretation of the identified factors the Exploratory Factor Analysis method was used. Four factors of brand loyalty were extracted, which account for 75 % of the variability of the original parameters: (1) Cognitive affective loyalty, (2) Trustworthiness, (3) Attitudinal loyalty and (4) Commitment and three factors of customer involvement were found to account for 71 % variability of the original parameters: (1) Social involvement, (2) Centrality, (3) Importance. High loyalty customers mostly have only one SIM card and 73 % of them use a tariff. In a further group of highly involved customers own from 80 % only one SIM card. This study forms part of a research programme investigating the influence of customer involvement on brand loyalty.

Suggested Citation

  • Tereza Vebrová & Kateřina Venclová & Stanislav Rojík, 2016. "Customer Segmentation by Factors Influencing Brand Loyalty and Customer Involvement," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(5), pages 1797-1804.
    • Handle: RePEc:mup:actaun:actaun_2016064051797
    DOI: 10.11118/actaun201664051797
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201664051797.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201664051797.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun201664051797?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Celsi, Richard L & Olson, Jerry C, 1988. "The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 210-224, September.
    2. Jean-Noël Kapferer & Gilles Laurent, 1985. "Measuring consumer involvement profiles," Post-Print hal-00786781, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    2. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    3. Catherine Viot & Juliette Passebois-Ducros, 2010. "Wine brands or branded wines? The specificity of the French market in terms of the brand," Post-Print hal-01803728, HAL.
    4. Ying-Chih Chang & Tsu-Ming Yeh & Fan-Yun Pai & Tai-Peng Huang, 2018. "Sport Activity for Health!! The Effects of Karate Participants’ Involvement, Perceived Value, and Leisure Benefits on Recommendation Intention," IJERPH, MDPI, vol. 15(5), pages 1-16, May.
    5. Bian, Xuemei & Moutinho, Luiz, 2009. "An investigation of determinants of counterfeit purchase consideration," Journal of Business Research, Elsevier, vol. 62(3), pages 368-378, March.
    6. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
    7. Sharma, Varinder M. & Klein, Andreas, 2020. "Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    8. Koo, Jakeun & Lee, Younghan, 2019. "Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes," Sport Management Review, Elsevier, vol. 22(2), pages 222-234.
    9. Klein, Andreas & Sharma, Varinder M., 2022. "Consumer decision-making styles, involvement, and the intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Celso Augusto de Matos & Ricardo Tixeira Veiga, 2005. "How to deal with negative publicity: the importance of consumer involvement," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 9(spe2), pages 47-62.
    11. Robin, Donald P. & Reidenbach, R. Eric & Forrest, P. J., 1996. "The perceived importance of an ethical issue as an influence on the ethical decision-making of ad managers," Journal of Business Research, Elsevier, vol. 35(1), pages 17-28, January.
    12. Wang, Yong Jian & Minor, Michael S. & Wei, Jie, 2011. "Aesthetics and the online shopping environment: Understanding consumer responses," Journal of Retailing, Elsevier, vol. 87(1), pages 46-58.
    13. Rosa, F. & Sillani, S. & Nassivera, F. & Vasciaveo, M., 2014. "Language, Ethnical Identity and Consumer Behavior: A Cross-Cultural Study of Marketing Communication in the Region FVG," 2014 International European Forum, February 17-21, 2014, Innsbruck-Igls, Austria 199364, International European Forum on System Dynamics and Innovation in Food Networks.
    14. Kick, Markus, 2015. "Post ≠ Post: An Experimental Study on Corporate Brand Posts on Facebook," EconStor Preprints 182507, ZBW - Leibniz Information Centre for Economics.
    15. Kaine, Geoff & Murdoch, Helen & Lourey, Ruth & Bewsell, Denise, 2010. "A framework for understanding individual response to regulation," Food Policy, Elsevier, vol. 35(6), pages 531-537, December.
    16. repec:jtr:journl:v:9:y:2014:i:1:p:28-64 is not listed on IDEAS
    17. Florian Wangenheim & Tomás Bayón & Andreas Herrmann, 2006. "Die Abgabe von Kundenempfehlungen — Determinanten und ökonometrische Modellierung," Schmalenbach Journal of Business Research, Springer, vol. 58(3), pages 304-336, May.
    18. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1995. "Undirected visual attention to advertising : a segment-level analysis," Research Report 95B28, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    19. Meyer-Waarden, Lars, 2015. "Effects of loyalty program rewards on store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 22-32.
    20. Huang, Liyuan & Gursoy, Dogan & Xu, Honggang, 2014. "Impact of personality traits and involvement on prior knowledge," Annals of Tourism Research, Elsevier, vol. 48(C), pages 42-57.
    21. Colleen E. McClure & Justin M. Lawrence & Todd J. Arnold & Lisa K. Scheer, 2023. "The opportunities and costs of highly involved organizational buyers," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 480-501, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:actaun_2016064051797. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.