The cycle of good service Illustration 2:
Insurance Summary A financial holding company desired an equity and loyalty evaluation of several insurance company brands. Using an online survey, consumers evaluated insurance company brands on a battery of attributes.
First, a customer loyalty model provided the client with customized latent-class factor models, and regression models were developed using the survey ratings.
Strategic Issues Within the highly competitive insurance industry, a financial holding company wanted to know how to talk to consumers about its flagship brand and products.
The company sought to identify aspects of their brand that most impacted likelihood to consider purchasing and customer loyalty. These key aspects would be used to differentiate the brand from others in the competitive landscape.
Research Objectives The main objective of this research was to determine the value of several insurance brands.
More specifically, the client company sought to: Measure the overall brand equity and customer loyalty, relative to other insurance brands.
Identify key aspects of the brand that impacted brand equity and loyalty. Research Design and Methods In an online survey, consumers evaluated several insurance company brands on a battery of image, product, customer service, and availability attributes.
Approximately 3, consumer surveys were included in the modeling exercise. Decision Analyst developed latent-class factor models and regression models by using the consumer ratings of each brand. Next, Decision Analyst customized the brand-equity model details.
Brand equity was considered a comprehensive metric that measured relative brand preference based on all aspects of the brand, including both rational and emotional perceptions of the product, customer service, image, and supply or availability in the marketplace.
With the intelligence gleaned from the research, the client gained a deeper understanding of the value of its brand compared to competitive brands.
In addition, the client identified key attributes that would increase brand equity and loyalty. Armed with the knowledge of which marketing levers to pull, the client leveraged the research findings in its communications with potential and current customers.
Download the PDF File.Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity.
It also presented the shortcomings of current research and pointed out the trends for future study. Final Research Project On Impact of Shopper, Store and Situational Factors on Store Image, Satisfaction and Loyalty of Customers A Study on Westside Stores.
Adoption of Fintech by Financial Institution: Impact on Customer Satisfaction, Loyalty and Financial Performance This Research Paper Adoption of Fintech by Financial Institution: Impact on Customer Satisfaction, Loyalty and Financial Performance and other 64,+ term papers, college essay examples and free essays are available now on regardbouddhiste.com The study also found that customer satisfaction mediates the effect of brand image on brand loyalty.
Novelty – The study uses original data to identify influences on brand loyalty." "Objective – This study was conducted to determine the effect of brand image, price and awareness toward brand loyalty through customer satisfaction.
The Impact of Brand Image on Consumer Behavior: A Literature Review Yi Zhang Department of Marketing, Management School, Jinan University, Guangzhou, China Brand Image, Customer Satisfaction and Customer Loyalty The relationship between brandimage and customer satisfaction has been studied extensively.
However, a m a- The Impact of. Read "Customer loyalty and complex services The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise, International Journal of Service Industry Management" on DeepDyve, the largest online rental service for scholarly research with thousands of academic publications available at your fingertips.