The Effect of Competitive Advantage Strategies on Customer Loyalty: Mediated role of Brand Identification and Brand Awareness (Case study: Parsian Insurance customers)
الموضوعات :
Samira Falahatgar
1
,
Mousa Rezvani Chamanzamin
2
,
Mohammad Taleghani
3
1 - PhD Student in Business Management from the Islamic Azad University, Rasht Branch, Rasht, Iran
2 - Assistant professor, Department of Business Management, Astara Branch, Islamic Azad University, Astara, Iran
3 - Associate professor, Department of Industrial Management, Rasht Branch, Islamic Azad University, Rasht, Iran
الکلمات المفتاحية: Competitive Advantage Strategies, brand awareness, Brand Identification, customer loyalty,
ملخص المقالة :
The purpose of this study is to investigate the effect of competitive advantage strategies on customer loyalty with the mediating role of customers brand identification and brand awareness in the insurance industry. The study methodology is descriptive-correlational and the statistical population were Parsian Insurance brand customers in Rasht, Lahijan and Bandar Anzali cities. By the use of Morgan table, the sample size were 384 people which finally we selected 389 people by the use of random sampling method. The main dimensions of the research questionnaires were competitive strategies of differentiation, cost leadership, brand identification, brand awareness and customer loyalty. In order to analysis the data we used SPSS 22 and Smart PLS 2 software. The results indicated that differentiation strategies has meaningful and significant effect on customer loyalty and also the mediating roles of brand identity in the relationship between differentiation and customer loyalty and also in the relationship between cost leadership and customer loyalty were confirmed, but the relationship between cost leadership on customers loyalty and the mediating role of brand awareness in the relationship between differentiation on customer loyalty and cost leadership on customer loyalty were not confirmed.
Aaker, D. A. (1991). Managing Brand Equity, Capitalizing on the Value of Brand
Name, New York: the Free Press.
Ahmadzadeh, Aziz; Noorani, Waheeda; Bahrami, Amir (2018). Assessing and measuring the level of customer satisfaction of companies active in the Iranian insurance industry. Journal of Insurance Research, 33 (2), 23-44.
Amiri, Rada, (2018), A Study of Factors Affecting Customer Loyalty (Samsung Home Appliances), Management and Accounting, Volume 4, Number 1, Pages 163-178.
Ansari, Raheleh, Hatami Nasab, Seyed Hassan, Nayebzadeh, Shahnaz, (2017), The effect of brand awareness on customer loyalty and determining the role of mediators Case study: Yazd General Administration of Railways, Third National Conference on Management Research and Humanities in Iran, Tehran.
Ashforth, B. E., & Mael, F. A. (1989). Social identity theory and the organization.
Academic Management Review. 14(1), 20–39.
Bakhshizadeh, Alireza, Kordanaij, Assadollah, Khodad Hosseini, Sayyed Hamid, Ahmadi, Parviz, (2016), The effect of visual dimensions of environmental advertising of commercial complexes on brand awareness, brand preference and customer loyalty, New Marketing Research, Year 6 , Fourth Issue, Serial Issue 23, pp. 24-1.
Baumann C, Hoadley S, Hamin H, Nugreha A. (2017). Competitiveness vis-à-vis service quality as drivers of customer loyalty mediated by perceptions of regulation and stability in steady and volatile markets. Journal of Retailing and Consumer Services, 36: 62-74.
Bayraktar, Cahit Ali, Gulsah Hancerliogullari, Basak Cetinguc and Fethi Calisir. (2017). "Competitive Strategies, Innovation, and Firm Performance: An Empirical Study in a Developing Economy Environment." Technology Analysis Strategic Management 29(1):38-52.
Beerli, A., Martin, J. D., & Quintana, A. (2004). A model of customer loyalty in the retail banking market. European journal of marketing, 38(1/2), 253-275.
Buil, I., Chernatony, L. D. & Martinez, E. (2011). Examining the Role of Advertising and Sales Promotions in Brand Equity Creation, Journal of Business Research.
Caroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand
love. Marketing Letters, 17: 79-89
Davari, Ali, Rezazadeh, Arash, 2014, Modeling of structural transactions with PLS software, Jihad Daneshgahi Publishing Organization, Tehran.
Ebrahimi, Abolghasem, Alavi, Sayyed Muslim, Pourmordini, Elahe, (2016), The effect of perceptual social responsibility on reputation, customer identification and brand purchase intention (Case study: Golestan Company), Business Management, Volume 8, Number 3, pp. 502-479.
Eldor, Liat. (2020). "How Collective Engagement Creates Competitive Advantage for Organizations: A Business‐Level Model of Shared Vision, Competitive Intensity, and Service Performance." Journal of Management Studies 57(2):177-209.
Hadadian, Alireza, Kazemi, Ali, Feyz Mohammadi, Shirin, (2016), The effect of customer identification with the brand on loyalty through service quality, trust and perceived value (Case study: five-star hotels in Mashhad), New Marketing Research, Year 6, Issue 2, Issue 21, pp. 92-75.
Haghshenas, Leila. (2018). Investigating the effect of perceived quality, perceived risk and customer trust on customer loyalty of Sarmad Insurance Company in Guilan province. International Conference on Management Research and Humanities in Iran, Fourth Volume: Tehran.
Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86-97.
He, H., & Li, Y. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100(4), 673-688.
Islam, Tahir, Islam, Rauf, Pitafi, Abdul Hameed, Xiaobei Liang, Rehmani, Mahmood, Irfan, Muhammad, Shujaat, Mubarak,Muhammad, (2021), The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust, Sustainable Production and Consumption 25 (2021) 123–135.
Jung Jung, H., Lee, Y., Kim, H., & Yang, H. (2014). Impacts of country images on luxury fashion brand: facilitating with the brand resonance model. Journal of Fashion Marketing and Management, 18(2), 187-205.
Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer
satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91-97.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based
brand equity. Journal of marketing, 57(1), 1-22.
Kim, Seongseop (Sam), Choe, Ja Young (Jacey), Petrick, James F., (2018), The effect of celebrity on brand awareness, perceived quality, brand image,
brand loyalty, and destination attachment to a literary festival, Journal of destination mafketing & management, Volume 9, 320-329.
Latif, Khawaja Fawad, Pérez,Andrea, Sahibzada,Umar Farooq, (2020), Corporate social responsibility (CSR) and customer loyalty in the hotel
industry: A cross-country study, International Journal of Hospitality Management, 89, 102565.
Liu, Weiping and Kwaku Atuahene-Gima. (2018). "Enhancing Product Innovation Performance in a Dysfunctional Competitive Environment: The Roles of Competitive Strategies and Market-Based Assets." Industrial Marketing Management 73:7-20.
Mael, F., Ashforth, B.E., (1992). Alumni and their alma mater: a partial test of the reformulated model of organizational identification. Journal of Organizational Behavior 13, 103- 123.
Marija, Martinović, (2018), Competitiveness Through Consumer Loyalty:
The Influence of Switching Costs, In: Tipurić, Darko Labaš, Davor (Ed.): 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disruptive Change. April 13th - 14th, 2018, Dubrovnik,
Croatia, Governance Research and Development Centre (CIRU), Zagreb, pp. 177-191.
Marin, L., Ruiz, S., & Rubio, A. (2009). The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of business ethics, 84(1), 65-78
Mehrani, Hormoz, (2016), The effect of brand identity on brand loyalty in mobile phone manufacturing companies among young people aged 15 to 35 in Gorgan, Business Reviews, No. 78, pp. 84-68.
Mohammad Shafiei, Majid, Tabaian, Reyhaneh Sadat, Tavakoli, Hoda, (2018), The effect of a memorable experience of a tourist destination on the love of the destination brand with the mediating role of customer identification with the brand; Isfahan Tourists Study, Tourism and Development, Year 7, Number 3, pp. 141-127.
Mohammadi, Ali, Alavi, Seyed Muslim, Pourmordini, Goddess. (2019). Investigating the effect of loyalty programs on the loyalty of Asia insurance customers using Salomon four-group plan. Business Management, 11 (2), 259-276.
Mohammadyari, Zohreh, Sharafi, Vahid, (2014), Investigating the Impact of Porter Strategies on Bank Customers' Loyalty Using Structured Equation Model (Case Study: Bank Mellat Branches in Ilam), International Management Conference, Tehran.
Nikhashemi,Seyed Rajab, Paim, Laily, Osmanc, Syuhaily, Sidin,,Samsinar, (2015), The Significant Role of Customer Brand Identification Towards
Brand Loyalty Development: An Empirical Study Among Malaysian
Hypermarkets Customer , Procedia - Social and Behavioral Sciences 207 ( 2015 ) 182 – 188 .
Oliver RL. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: The McGraw-Hill Companies, Inc.
Pekovic, Sanja, Rolland, Sylvie, (2020), Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience, Journal of Retailing and Consumer Services 56 (2020) 102171.
Porter, Michael E. (2011). Competitive Advantage of Nations: Creating and Sustaining Superior Performance, Vol. 2: Simon and Schuster
Rahimnia, Fariborz, Kafashpour, Azar, Feyz Mohammadi, Shirin, (2014), The effect of brand differentiation and prestige on customer loyalty through customer identification with the brand (Case study: Toyota dealership customers), New marketing research, Fourth year, third issue, consecutive issue 14, pp. 16-1.
Rashidi, Fatemeh, Taherpour Kalantari, Hadi, Ghayourbaghbani, Seyed Morteza, (1398), The effect of the image of the country of origin on brand loyalty; Analyzing the mediating role of perceived brand awareness and quality among consumers of imported cars, International Business Management, Second Year, No. 4, 21-1.
Rasoulabadi, Majid, Bai, Nasser, Ghorbani, Saeed, (2015), The relationship between brand awareness and customer satisfaction and brand loyalty in Iranian sportswear consumers in Gonbad Kavous, the first national conference on modern sports science, sports Career and health promotion, Gonbad Kavous.
Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289-298.
Sahin, A., Zehir, C. & Kitapaci, H. (2011). the Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; an Empirical Research on Global Brands, Procedia Social and Behavioral Sciences 24, PP. 1288–1301
Simões Coelho, Pedro, Rita, Paulo, Santos, Zélia Raposo, (2019), On the relationship between consumer-brand identification, brand community, and brand loyalty, Journal of Retailing and consumer, 43, 101-110.
Soltaninejad, Nima, Norouzi, Hossein, (2016), The effect of brand awareness on store brand identity (case study of welfare chain stores in Kerman), Brand Management, Volume 3, Number 2, Number 6, pp. 132 -107.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumerbrand identification. International Journal Research in Marketing, 29(4), 406-418.
Sun, Kyung-A and Seoki Lee. (2018). "Competitive Advantages of Franchising Firms and the Moderating Role of Organizational Characteristics: Evidence from the Restaurant Industry." International Journal of Hospitality Management 3(2):25-44.
Tajfel, H. (1982). Social Psychologyof Intergroup Relations. Annual Review ofPsychology, 33, 1-39
Touzani, M., & TEMESSEK, A. (2009). Brand Loyalty: Impact of Cognitive and
Affective Variables. Economics and Applied Informatics(1), 227-242
Yeh,Ching-Hsuan, Wang, Yi-Shun, Yieh, Kaili,(2016), Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives, International Journal of Information Management 36 , 245–257.
Yuan, Yuan, Yang Ran, Huixiang Zhang and Wei Yang. (2018). "A Study on the Impact of the Manufacturing Enterprises’ Competitive Strategies on Their Performance—Based on the Intermediary Role of Technological Innovation." Pp. 1765-78 in International Conference on Management Science and Engineering Management: Springer
