Downloaded 36 times
Uploaded byErik Abelsson
Loyalty/Relationship
This document outlines the agenda for a seminar focused on the relationship between consumers and brands, emphasizing key theories from Fournier (1998) on brand relationships and Oliver (1999) on consumer loyalty. It discusses the dynamic nature of brand relationships, the importance of loyalty beyond mere satisfaction, and various strategies for fostering consumer loyalty. The seminar includes comparisons, discussions on loyalty phases, obstacles, and implications for loyalty programs in modern contexts, especially considering the impact of virtual relationships.
More Related Content
![Customer service training[1]](https://cdn.slidesharecdn.com/ss_thumbnails/customerservicetraining1-120818024251-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Loyalty/Relationship
- 1. SEMINAR 3 Relationship/Loyalty. ---------------------------------Erik Abelsson LarsOhlson Ann-Katrin Bartel Thomas Vareilhes
- 2. AGENDA. ---------------------------- TODAY’S 1. Recap 2. Articles Fournier1998 Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Richard 1999 Whence Consumer Loyalty? 3. Comparison (and summary) 4. Break (hand in your questions!) 5. Discussion
- 3. Costumer based brand equity Brandscape (starbuckscase) ---------------------------- Brand Personality RECAP BRANDING. (seminar 2)
- 4.
- 5. ARTICLES ---------------------------- TODAY’S Fournier 1998 Consumers andTheir Brands: Developing Relationship Theory in Consumer Research. Oliver 1999 Whence Consumer Loyalty?
- 6. Fournier 1998 Consumers andTheir Brands: Developing Relationship Theory in Consumer Research. ------------------------------------- The concept of Relationship & it’s legitimation Brand as a relationship-partner Relationships add and structure meanings Relationships are: Polymorph Dynamic
- 7. Fournier 1998 Consumers andTheir Brands: Developing Relationship Theory in Consumer Research. ------------------------------------- Empirical Study: 3 women, 12-15 hours interview, $100 tailor gifts • • • • Jean 59 years old Married mother Barmaid Italian origins Karen • 39 years old • Recently divorced • Working mother Vicki • 23 years old • Master student • Living away from home
- 10. Fournier 1998 Consumers andTheir Brands: Developing Relationship Theory in Consumer Research. Buzz QUESTION ------------------------- ------------------------------------- The development of ICT and in particular the internet has enabled new types of relationships: « virtual relationsips ». Having in mind the Brand Relationship theory of Fournier (1998), how should those new types of relationships be interepreted/included in this model?
- 11.
- 12. Oliver 1999 Whence ConsumerLoyalty? ------------------------------------ Loyalty ≠ satisfaction; but the concepts are strongly linked Satisfaction: pleasurable fulfillment Loyalty: A deeply held commitment to rebuy a preferred product or brand consistently in the future. Ultimate loyalty as an enhanced form of loyalty
- 13. Oliver 1999 Whence ConsumerLoyalty? ------------------------------------- Loyalty Phases and Obstacles to Loyalty Cognitive loyalty Affective loyalty Conative loyalty Action loyalty • Create dissatisfaction on different levels of vulnerability • Switching incentives: Price reductions, coupons, disc ounts, induced unavailability • Variety-seeking consumers
- 14. Oliver 1999 Whence ConsumerLoyalty? ------------------------------------- The four loyalty strategies • Product superiority as the weakest form of loyalty • Determined self-isolation: The consumer s desire to rebuy a brand can be based on determined self-isolation; comparable to the concept of love. • Village envelopment: The consumer is a passive acceptor of the brand environment within a social alliance that shelters from outside influences. • Immersed self-identity: This form represents a form of ultimate loyalty as the consumer found a “natural match” with the brand and its environment.
- 15. Buzz QUESTION ------------------------- Oliver 1999 Whence ConsumerLoyalty? ------------------------------------- Considering Oliver s theory that some firms will struggle achieving true loyalty among consumers and should thus focus on achieving satisfaction only, what indicators do you think determine if a firm/brand should create a loyalty program?
- 16. LET’S COMPARE Fournier 1998 Consumers andTheir Brands: Developing Relationship Theory in Consumer Research. Oliver 1999 Whence Consumer Loyalty?
- 17. Oliver 1999 Fournier 1998 Consumersand Their Brands… Whence Consumer Loyalty? Create a Framework To better understand the relationships between consumers and brands ----------- Purpose Interaction Investigates the interaction between consumer satisfaction and loyalty. Relationship Loyalty and it’s nuances have been lost in traditional brand loyalty research. -------------- Main points Loyalty/Satisfaction A shift from satisfaction to loyalty.
- 18. Oliver 1999 Fournier 1998 Consumersand Their Brands… Ex. Casual Friends, buddies, marriage etc. Stress -Enviromental Stress -Partner-Oriented Stress -Dyadic/relational Stress ----------- Relationship types = -------------- Relationship Whence Consumer Loyalty? Loyalty Growth of loyalty -Congnitive -Affective -Conative -Action Obstacles -Consumer idiosyncrasies -Switching incentives
- 19.
- 20. Oliver 1999 Fournier 1998 Consumersand Their Brands… Indicators of relationships ----------- Active, practical Brands as partner ≠ -------------- Lived experience Whence Consumer Loyalty? The village More passive Interaction consumers Ultimate loyalty
- 21. OWN REFLECTIONS E-commerce? Innovation= Loyalty and satisfaction + relationship? Broader picture What are the costs of relationships- and loyalty programs? Fourier (1998) and Oliver (1999) in black and white?
- 23.
- 24. QUESTION Group A2 Some consumersare multiloyal to several brands and some enjoy seeking diffrent alternatives. How should companies that aim to have a high level of costumer loyalty deal with this? (Think about the articles!)
- 25. QUESTION Group A4 Fournier (1998)states that « Consumers do not choose brands, they choose lives », this indicates that brands define people and the self-identity they pursue. Do you believe this is applicable to all types of products and services? In which cases is this not applicable?
- 26. QUESTION Group A3 Have loyaltyprograms become a hygien factor as Oliver (1999) was touching upon, and if this is the case: How should companies diffrentiate themselves through loyalty/relations?
- 27.
Editor's Notes
- #18 I written interaction –but it is relationFournier believes that …