√ Definition of Loyalty, Characteristics, Formation and Factors
Definition of Loyalty, Characteristics, Formation and Factors – In this discussion we will explain about Loyalty. Which includes the meaning, characteristics, formation and factors that influence loyalty with a complete and easy-to-understand discussion.
Definition of Loyalty, Characteristics, Formation and Factors
For more details, please see the review below carefully.
Definition of Loyalty
Loyalty according to Kartajaya (2007:126) is a manifestation of the fundamental human need to own, support, get a sense of security and build attachment and create emotional attachments.
Loyalty Characteristics
Customer loyalty according to Griffin (2005) is a measure that can be used as reliability in predicting sales growth and consistent buying behavior. Then the characteristics of loyalty, namely:
- Make regular purchases or repeat purchases. Customers who have purchased a product or service two or more times.
- Purchasing outside of product or service lines (Purchasing between product lines). Is buying all the goods or services that are presented and they need, they buy regularly, related with this type of customer it has been strong and lasting and it has also left them unaffected by the product competitor.
-
Recommend Products or Services to Others
Is to buy goods or services offered and what they need and also make purchases regularly. In addition, they encourage others to buy the company's goods or services. Indirectly they have done marketing for the company and brought consumers to the company. -
Demonstrate immunity from the attractiveness of similar products or services
Or in other languages are not easily influenced by the attractiveness of competitors' products.
Loyalty Formation
Each purchase of a product, consumers move through the purchase cycle in which the cycle can form customer loyalty. Below are the stages of the buying cycle that shape customer loyalty (Griffin, 2005)
Product Realization
Formation of a share of mind to position product advantages in the eyes of potential customers which is carried out through advertisements and other promotions, making potential customers aware of the existence of the product.
Make an Initial Purchase
This is important in maintaining customer loyalty because from the initial purchase a positive or negative impression arises from the product so that there is an opportunity to grow customers.
Post Purchase Valuation
There is satisfaction or dissatisfaction which is the basis for consideration to move to another product or not, the decision to buy again is a very important attitude for loyalty.
Factors Affecting Loyalty
Customer loyalty is strongly influenced by several factors according to Vanessa Gaffar (2007), there are five factors, namely:
Satisfaction
Customer satisfaction is a measure of the gap between customer expectations and the actual situation they receive or feel.
Emotional Bonding
Consumers can be influenced by a brand that has its own charm so that consumers can identification in a brand, because a brand can describe the characteristics of consumers the. The bond that is created from a brand is when consumers feel a strong bond with other consumers who use the same product or service
Trust
The willingness of someone to entrust a company or a brand to perform or perform a function.
Ease (Choice Reduction and Habit)
Consumers will feel comfortable with a product and brand quality when their situation makes transactions provide convenience. Part of consumer loyalty such as buying products regularly can be based on accumulated experience over time.
Experience with the Company (History with Company)
A person's experience at the company can shape behavior, when they get good service from the company, they will repeat the behavior at the company.
Thus has been explained about Definition of Loyalty, Characteristics, Formation and Factors, hopefully can add to your insight and knowledge. Thank you for visiting and don't forget to read other articles.
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