Does enduring brand loyalty in mobile financial service platforms require strong commitment? A stimulus-organism-response (SOR) perspective

IF 2.9 Q2 BUSINESS
Rajesh Kumar Saha, Md. Borak Ali
{"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":null,"pages":null},"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.

Abstract Image

移动金融服务平台的持久品牌忠诚度需要强有力的承诺吗?刺激-机体-反应(SOR)视角
本研究提供了一个基于刺激-有机-反应框架的理论基础,反映了移动金融服务平台如何通过关系营销维持品牌忠诚度。本研究将刺激-有机体-反应模型作为一个重要的分析框架来阐明客户行为的过程。本研究还探讨了承诺对这一框架的调节作用。本研究采用系统随机抽样方法,通过面对面访谈技术从 36 个代理点获得了 404 份答案。研究采用了基于 SmartPLS 的结构方程模型来分析数据,并使用 Hayes'process Macro for SPSS 来研究调节作用。研究结果表明,刺激因素在影响有机体方面发挥着重要作用。在两个有机体因素中,只有信任对作为反应的品牌忠诚度有显著的积极影响。研究结果还证实,承诺对有机体和反应之间的关联存在调节作用。从理论上讲,本研究提出了一种独特的关系营销建构安排,从实践上讲,品牌管理者可以制定发展忠诚度的策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
5.60
自引率
26.70%
发文量
61
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.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信