A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers
Purpose – It is evident that most consumers are polygamous and are loyal to several brands within a particular product or service category. This circumstance is coined as “multi-brand loyalty” (MBL). The present research tries to shade light on consumers' motivation to become a multi-brand loya...
Saved in:
Main Authors: | , , |
---|---|
Format: | Article |
Published: |
Emerald Group Publishing Limited
2014
|
Subjects: | |
Online Access: | http://eprints.utm.my/id/eprint/59577/ http://dx.doi.org/10.1108/APJML-02-2013-0023 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Universiti Teknologi Malaysia |
id |
my.utm.59577 |
---|---|
record_format |
eprints |
spelling |
my.utm.595772022-04-25T00:05:09Z http://eprints.utm.my/id/eprint/59577/ A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers Quoquab Habib, Farzana Mohd. Yasin, Norjaya Abu Dardak, Rozhan HD Industries. Land use. Labor HF Commerce Purpose – It is evident that most consumers are polygamous and are loyal to several brands within a particular product or service category. This circumstance is coined as “multi-brand loyalty” (MBL). The present research tries to shade light on consumers' motivation to become a multi-brand loyal by answering the research question: “why consumers become multi-brand loyal within a particular service category?” The paper aims to discuss these issues. Design/methodology/approach – Four focus group discussions and 13 in-depth interviews were carried out to gain deeper insights regarding the drivers of MBL. Findings – The findings of this study suggest that “financial benefits”, “need for privacy”, “competitor's attractive promotional campaign”, “public self-consciousness” and “availability of cheap handset and SIM card” are the most frequently cited reasons that can make mobile phone service users multi-brand loyal. In addition, the study reveals heterogeneity among consumers, i.e. along with “multi-brand loyals”, “sole-brand loyals”, “switchers” and “cross-buyers” also exist in the Malaysian mobile phone service market. Practical implications – These insights put forth the importance for managers of mobile phone service industry to be more cautious in formulating their retention strategies. Moreover, they will be aware of the complicated loyalty pattern of their consumers which will eventually guide them to consider different strategic moves for each different loyalty segments. Originality/value – Although the existence of MBL has been proven empirically, little attention is given to understand consumers' motive to become a multi-brand loyal, particularly in the context of services. Therefore, taking this opportunity into account, the present study fills this gap by providing an in-depth understanding of the phenomenon. Emerald Group Publishing Limited 2014-04 Article PeerReviewed Quoquab Habib, Farzana and Mohd. Yasin, Norjaya and Abu Dardak, Rozhan (2014) A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers. Asia Pacific Journal of Marketing and Logistics, 26 (2). pp. 250-271. ISSN 1355-5855 http://dx.doi.org/10.1108/APJML-02-2013-0023 DOI:10.1108/APJML-02-2013-0023 |
institution |
Universiti Teknologi Malaysia |
building |
UTM Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Malaysia |
content_source |
UTM Institutional Repository |
url_provider |
http://eprints.utm.my/ |
topic |
HD Industries. Land use. Labor HF Commerce |
spellingShingle |
HD Industries. Land use. Labor HF Commerce Quoquab Habib, Farzana Mohd. Yasin, Norjaya Abu Dardak, Rozhan A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers |
description |
Purpose – It is evident that most consumers are polygamous and are loyal to several brands within a particular product or service category. This circumstance is coined as “multi-brand loyalty” (MBL). The present research tries to shade light on consumers' motivation to become a multi-brand loyal by answering the research question: “why consumers become multi-brand loyal within a particular service category?” The paper aims to discuss these issues. Design/methodology/approach – Four focus group discussions and 13 in-depth interviews were carried out to gain deeper insights regarding the drivers of MBL. Findings – The findings of this study suggest that “financial benefits”, “need for privacy”, “competitor's attractive promotional campaign”, “public self-consciousness” and “availability of cheap handset and SIM card” are the most frequently cited reasons that can make mobile phone service users multi-brand loyal. In addition, the study reveals heterogeneity among consumers, i.e. along with “multi-brand loyals”, “sole-brand loyals”, “switchers” and “cross-buyers” also exist in the Malaysian mobile phone service market. Practical implications – These insights put forth the importance for managers of mobile phone service industry to be more cautious in formulating their retention strategies. Moreover, they will be aware of the complicated loyalty pattern of their consumers which will eventually guide them to consider different strategic moves for each different loyalty segments. Originality/value – Although the existence of MBL has been proven empirically, little attention is given to understand consumers' motive to become a multi-brand loyal, particularly in the context of services. Therefore, taking this opportunity into account, the present study fills this gap by providing an in-depth understanding of the phenomenon. |
format |
Article |
author |
Quoquab Habib, Farzana Mohd. Yasin, Norjaya Abu Dardak, Rozhan |
author_facet |
Quoquab Habib, Farzana Mohd. Yasin, Norjaya Abu Dardak, Rozhan |
author_sort |
Quoquab Habib, Farzana |
title |
A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers |
title_short |
A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers |
title_full |
A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers |
title_fullStr |
A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers |
title_full_unstemmed |
A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers |
title_sort |
qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers |
publisher |
Emerald Group Publishing Limited |
publishDate |
2014 |
url |
http://eprints.utm.my/id/eprint/59577/ http://dx.doi.org/10.1108/APJML-02-2013-0023 |
_version_ |
1732945368653496320 |