A lojalitásprogramok menedzselése (Managing of loyalty programs)

A lojalitásprogramok egyre népszerűbbek hazánkban is, ahogy a növekedési lehetőségek bezárultak, és a menedzserek figyelme a vevők és a piaci pozíciók megtartása felé fordult. A közelmúltban azonban számos nemzetközi példa mutatja, hogy egy ilyen program lehet sikertelen is, amely veszteséget termel, így vagy kivezetésre kényszerül, vagy a vállalat kénytelen átszabni. Tudatos tervezés és reális üzleti modell nélkül tehát nem feltétlenül térül meg az akár milliárdos nagyságrendű befektetés. Jelen cikk során a szerző kísérletet tett arra, hogy összegyűjtse azokat a döntési pontokat, amelyek hatással lehetnek a programok sikerére, és bemutassa a lehetséges választási alternatívák előnyeit, hátrányait. Konklúzióként három olyan elvet emelt ki, amelyek meghatározóak lehetnek. Eszerint a programoknak a vállalati stratégiába és folyamatokba történő integrációja, a megfelelő megtérülési indikátorok felállítása és azok szisztematikus nyomon követése, valamint a program megkülönböztető, többnyire emocionális és élményszerű jellege, amely kiemelkedő szerepet játszhat az eredményesség szempontjából. _____ As the opportunity of market growth seemed to be limited and managers started to pay more attention to customer retention and market defence, loyalty programs became more and more popular marketing tool in Hungary. Many international cases proved, however, that the implementation of this activity can also lead to failure realizing considerable losses and by necessity companies can end up or reposition the program. Without a deliberate design and realistic business model it is not easy to guarantee the return of investment that can be even billion in size. In the current article the author attempts to collect all the relevant issues that can have effect on the success of loyalty programs and determine the consequences of potential options. As a conclusion, the author emphasized three critical principles. The integration of loyalty programs into the company’s strategy and processes, the appropriate measure of returns with systematic tracking and the unique, mostly emotional and entertaining characteristics of the program can be crucial.

Understanding Golf Country Club Members’ Loyalty: Factors Affecting Membership Renewal Decisions

Many private country clubs across the United States have experienced a declining or flat membership and smaller waitlists of members wanting to join. The objective of this study was to investigate whether member involvement, service quality, and perceived value, influence member satisfaction and intention to renew membership for members of private country clubs. An online survey instrument customized for the country club industry was distributed to members of two country clubs in northeast Ohio. Results indicate that involvement level of members and perceived value impact country club members’ satisfaction and intention to renew their membership. Managerial implications are discussed.

Model of Service Quality: Customer Loyalty for Hotels

The authors investigate the relationship between loyalty and perceived service quality of hotel customers and discus managerial implications to develop strategies to enhance loyalty of hotel customers. A survey was conducted among customers in the San Francisco Bay Area. Results indicate that customer loyalty is dependent on perceived service quality which is observed in terms of timelines, facilities, and ambience.

Restaurant Customer Loyalty: A Qualitative Assessment of Niche Brands

Using the Loyalty Triangle framework developed by Lewis and Shoemaker (1999) and focus group methodology, the study examined how a niche brand restaurant best achieved long-term loyalty. Results indicate that customers are loyal to a niche brand because of the unique characteristics inherent to the brand. Customers have higher perceptions of such qualities as the presentation of service, consistency of product, and the benefits offered by the loyalty program than characteristics that are shared across all brands. Niche brand restaurants can be more effective in developing these qualities to promote customer loyalty.

Organizational Commitment and Loyalty Among Part Time Hospitality Employees

Historically, part time employees have played a critical role in the delivery of guest services in the hospitality industry. This study evaluates commitment issues from 169 part time hospitality workers. Discussions focus on effective strategies to boost employee commitment and levels of employee support among part time workers in order to improve behaviors and enhance loyalty.

The Influence of Social Responsibility Image Relative to Product and Service Quality on Brand Loyalty: An Exploratory Study of Quick-service Restaurants

Social responsibility (SR) is becoming an increasingly significant component of many firms’ strategic planning decisions. Research has shown that consumers tend to reward socially responsible behavior. However, there has been little testing of the construct in the hospitality industry. Additionally, when other important variables that influence consumer brand loyalty are considered, will brand social responsibility image (BSRI) still play a significant role? This study investigates the importance of SR and its impact on brand loyalty, relative to product quality and service quality in the quick-service restaurant industry. The authors were also interested to learn whether BSRI impacted consumers' image of product and service quality. It was found that BSRI had a positive impact on brand loyalty, product quality, and service quality. However, product quality was a significantly stronger predictor of brand loyalty than BSRI. Where the vast majority of studies of SR have utilized scenario analysis of hypothetical firms, this study utilizes consumers' perceptions of a real-world firm.

UNDERSTANDING COUNTRY CLUB MEMBERS’ LOYALTY: FACTORS AFFECTING MEMBERSHIP RENEWAL DECISIONS

Many private country clubs across the United States have experienced a declining or flat membership and smaller waitlists of members wanting to join. The objective of this study was to investigate whether member involvement, service quality, and perceived value, influence member satisfaction and intention to renew membership for members of private country clubs. An online survey instrument customized for the country club industry was distributed to members of two country clubs in northeast Ohio. Results indicate that involvement level of members and perceived value impact country club members’ satisfaction and intention to renew their membership. Managerial implications are discussed.

Behavioural profiles of captive capuchin monkeys (Sapajus spp.): analyses at group and individual levels

The use of behavioural indicators of suffering and welfare in captive animals has produced ambiguous results. In comparisons between groups, those in worse condition tend to exhibit increased overall rate of Behaviours Potentially Indicative of Stress (BPIS), but when comparing within groups, individuals differ in their stress coping strategies. This dissertation presents analyses to unravel the Behavioural Profile of a sample of 26 captive capuchin monkeys, of three different species (Sapajus libidinosus, S. flavius and S. xanthosternos), kept in different enclosure types. In total, 147,17 hours of data were collected. We explored four type of analysis: Activity Budgets, Diversity indexes, Markov chains and Sequence analyses, and Social Network Analyses, resulting in nine indexes of behavioural occurrence and organization. In chapter One we explore group differences. Results support predictions of minor sex and species differences and major differences in behavioural profile due to enclosure type: i. individuals in less enriched enclosures exhibited a more diverse BPIS repertoire and a decreased probability of a sequence with six Genus Normative Behaviour; ii. number of most probable behavioural transitions including at least one BPIS was higher in less enriched enclosures; iii. proeminence indexes indicate that BPIS function as dead ends of behavioural sequences, and proeminence of three BPIS (pacing, self-direct, active I) were higher in less enriched enclosures. Overall, these data are not supportive of BPIS as a repetitive pattern, with a mantra-like calming effect. Rather, the picture that emerges is more supportive of BPIS as activities that disrupt organization of behaviours, introducing “noise” that compromises optimal activity budget. In chapter Two we explored individual differences in stress coping strategies. We classified individuals along six axes of exploratory behaviour. These were only weakly correlated indicating low correlation among behavioural indicators of syndromes. Nevertheless, the results are suggestive of two broad stress coping strategies, similar to the bold/proactive and shy/reactive pattern: more exploratory capuchin monkeys exhibited increased values of proeminence in Pacing, aberrant sexual display and Active 1 BPIS, while less active animals exhibited increased probability in significant sequences involving at least one BPIS, and increased prominence in own stereotypy. Capuchin monkeys are known for their cognitive capacities and behavioural flexibility, therefore, the search for a consistent set of behavioural indictors of welfare and individual differences requires further studies and larger data sets. With this work we aim contributing to design scientifically grounded and statistically correct protocols for collection of behavioural data that permits comparability of results and meta-analyses, from whatever theoretical perspective interpretation it may receive.

Mapping area variability in social and behavioural difficulties among Glasgow pre-schoolers : linkage of a survey of pre-school staff with routine monitoring data

Funded by The Scottish Government

Behavioural Interventions for Severe Obesity Before and/or After Bariatric Surgery : a Systematic Review and Meta-analysis

We would like to thank the following study authors for providing additional data and clarifications: Alison Fielding, Haldis Lier, Monica Nijamkin, Jane Ogden, Anastasios Papalazarou, Manish Parikh, Brian Swenson, Andresa Triffoni, Jean Michel Oppert, Marie-France Langlois, David Sarwer and Dale Bond. We also thank Dr. Kevin Deans and the staff at the bariatric surgery clinic at Aberdeen Royal Infirmary. The Health Services Research Unit, University of Aberdeen, is funded by the Chief Scientist Office of the Scottish Government Health Directorates. The views expressed are those of the authors.

Mapping area variability in social and behavioural difficulties among Glasgow pre-schoolers : linkage of a survey of pre-school staff with routine monitoring data

Funded by The Scottish Government

Behavioural Interventions for Severe Obesity Before and/or After Bariatric Surgery : a Systematic Review and Meta-analysis

We would like to thank the following study authors for providing additional data and clarifications: Alison Fielding, Haldis Lier, Monica Nijamkin, Jane Ogden, Anastasios Papalazarou, Manish Parikh, Brian Swenson, Andresa Triffoni, Jean Michel Oppert, Marie-France Langlois, David Sarwer and Dale Bond. We also thank Dr. Kevin Deans and the staff at the bariatric surgery clinic at Aberdeen Royal Infirmary. The Health Services Research Unit, University of Aberdeen, is funded by the Chief Scientist Office of the Scottish Government Health Directorates. The views expressed are those of the authors.

Data feedback and behavioural change intervention to improve primary care prescribing safety (EFIPPS) : multicentre, three arm, cluster-randomised controlled trial

Funding and trial registration: Scottish Government Chief Scientist Office grant CZH/3/17. ClinicalTrials.gov registration NCT01602705.

A Study of the Behavioural and Affective Profile of Inpatient Adolescent Girls Presenting a Restrictive Anorexia Nervosa

Essai doctoral d'intégration présenté à la Faculté des Études Supérieures et Postdoctorales en vue de l'obtention du grade de Docteur en psychologie (D.Psy.), en psychologie clinique

Frontline employees’ innovative service behavior as key to customer loyalty:insights into FLEs’ resource gain spiral

Many service firms require frontline service employees (FLEs) to follow routines and standardized operating procedures during the service encounter, to deliver consistently high service standards. However, to create superior, pleasurable experiences for customers, featuring both helpful services and novel approaches to meeting their needs, firms in various sectors also have begun to encourage FLEs to engage in more innovative service behaviors. This study therefore investigates a new and complementary route to customer loyalty, beyond the conventional service-profit chain, that moves through FLEs' innovative service behavior. Drawing on conservation of resources (COR) theory, this study introduces a resource gain spiral at the service encounter, which runs from FLEs' emotional job engagement to innovative service behavior, and then leads to customer delight and finally customer loyalty. In accordance with COR theory, the proposed model also includes factors that might hinder (customer aggression, underemployment) or foster (colleague support, supervisor support) FLEs' resource gain spiral. A multilevel analysis of a large-scale, dyadic data set that contains responses from both FLEs and customers in multiple industries strongly supports the proposed resource gain spiral as a complementary route to customer loyalty. The positive emotional job engagement-innovative service behavior relationship is undermined by customer aggression and underemployment, as hypothesized. Surprisingly though, and contrary to the hypotheses, colleague and supervisor support do not seem to foster FLEs' resource gain spiral. Instead, colleague support weakens the engagement-innovative service behavior relationship, and supervisor support does not affect it. These results indicate that if FLEs can solicit resources from other sources, they may not need to invest as many of their individual resources. In particular, colleague support even appears to serve as a substitute for FLEs' individual resource investments in the resource gain spiral.