{"title":"Does enduring brand loyalty in mobile financial service platforms require strong commitment? A stimulus-organism-response (SOR) perspective","authors":"Rajesh Kumar Saha, Md. Borak Ali","doi":"10.1057/s41264-024-00289-1","DOIUrl":null,"url":null,"abstract":"<p>This research provides a theoretical underpinning based on the stimulus-organism-response framework, reflecting how brand loyalty is endured in the mobile financial service platform through relationship marketing. The stimulus-organism-response model has been utilized in this investigation as a crucial analytical framework to clarify the process of client behavior. This research also investigates the moderating effect of commitment on this framework. Using systematic random sampling, 404 answers from 36 agent points were obtained with face-to-face interview technique. Structured equation modeling based on SmartPLS was used to analyze the data, and Hayes’ Process Macro for SPSS was used to look at the moderation. The findings showed that stimulus factors play a significant role in influencing organisms. Out of the two organism factors, trust only has a significant positive effect on brand loyalty as a response. The findings also confirmed the existence of moderation of commitment on the associations between organism and response. Theoretically, this study introduces a unique arrangement of relationship marketing constructs, and practically, brand managers may generate strategies to develop loyalty.</p>","PeriodicalId":46310,"journal":{"name":"Journal of Financial Services Marketing","volume":"6 1","pages":""},"PeriodicalIF":2.9000,"publicationDate":"2024-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Financial Services Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41264-024-00289-1","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This research provides a theoretical underpinning based on the stimulus-organism-response framework, reflecting how brand loyalty is endured in the mobile financial service platform through relationship marketing. The stimulus-organism-response model has been utilized in this investigation as a crucial analytical framework to clarify the process of client behavior. This research also investigates the moderating effect of commitment on this framework. Using systematic random sampling, 404 answers from 36 agent points were obtained with face-to-face interview technique. Structured equation modeling based on SmartPLS was used to analyze the data, and Hayes’ Process Macro for SPSS was used to look at the moderation. The findings showed that stimulus factors play a significant role in influencing organisms. Out of the two organism factors, trust only has a significant positive effect on brand loyalty as a response. The findings also confirmed the existence of moderation of commitment on the associations between organism and response. Theoretically, this study introduces a unique arrangement of relationship marketing constructs, and practically, brand managers may generate strategies to develop loyalty.
期刊介绍:
Under the guidance of its expert Editors and an eminent international Editorial Board, Journal of Financial Services Marketing has become one of the world''s leading forums for the latest thinking, techniques and developments in marketing financial services. The Journal has established itself as a key bridge between applied academic research and commercial best practice, globally.
The journal covers:
marketing banking services, pension plans, insurance, saving schemes, investment finance, personal finance, mortgages and credit and debit cards
loyalty plans
brand management
cross-selling products and services
customer relationship management
online services
customer profiling
targeting
product positioning
pricing
distribution management
consumer finance
pooled investment funds
The Journal of Financial Services Marketing publishes detailed and authoritative:
Case studies from marketers worldwide, detailing their practical experiences, the problems faced and the lessons learned
Research with IMPLICATIONS FOR PRACTICE from leading business schools, research institutes and universities, worldwide
Reviews and briefings by expert practitioners and academics sharing thought-provoking and challenging ideas
Legal reviews examining in detail the major changes in legislation
Book reviews providing a ''thumbnail'' of best practice in marketing within the financial services field
...to keep subscribers up-to-date with the latest developments and thinking in bank and financial services marketing.