IPSOS Loyalty

Parsippany, NJ, United States

IPSOS Loyalty

Parsippany, NJ, United States
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Keiningham T.L.,Ipsos Loyalty | Frennea C.M.,Rice University | Aksoy L.,Fordham University | Buoye A.,Fordham University | Mittal V.,Rice University
Journal of Service Research | Year: 2015

Empirical studies in marketing conceptualize commitment as a three-component construct comprised of affective, normative, and calculative commitment. We develop and empirically test a five-component typology of consumer commitment—affective, normative, economic, forced, and habitual commitment. The broadened conceptualization of commitment is tested using qualitative and quantitative studies with data from 9,000 consumers and 10 countries. The broadened five-component commitment model demonstrates high levels of reliability, convergent and discriminant validity, and stability, as well as unique associations with repurchase intentions. Managerially, it provides a roadmap for optimizing commitment: while forced commitment should be minimized, economic and habitual commitment should be enhanced. These prescriptions vary for goods and services. Namely, affective, normative, and habitual commitment exhibit stronger positive effects on repurchase intentions for goods than for services; the opposite pattern is found for economic commitment. By showing how managers should optimize specific commitment dimensions rather than simply maximize overall commitment, while accounting for contextual factors such as differences between goods and services, our results provide an actionable strategic blueprint for firms’ customer commitment strategy. © 2015, © The Author(s) 2015.

Aksoy L.,Fordham University | Buoye A.,IPSOS Loyalty | Cooil B.,Vanderbilt University | Keiningham T.L.,IPSOS Loyalty | And 2 more authors.
Journal of Service Research | Year: 2011

Adoption of new services in the marketplace, and the impact that word of mouth (WOM) has on adoption, has long been of interest to marketers. Managers have therefore become increasingly interested in measuring WOM activity most commonly through the recommend intention metric. The circumstances under which the predictive ability of this metric can be established, however, are not clear. This research provides the first longitudinal examination of the relationship bet ween recommend intention and the adoption of a new-to-market service (NTMS) brand extension. Analysis is conducted using anonymized data provided by a large U.S. telecommunications provider for 791 customers and their corresponding telephone network (11,552 individuals). The findings indicate an interaction effect where recommend intention predicts new service adoption only when the recommending customers are more recent adopters of the service and are in more frequent contact with the potential customer. Therefore, when managers are using the recommend intention metric to predict adoption, there is a need to take into consideration the exposure of the individual to others in their network and the timing of their adoption. © The Author(s) 2011.

Keiningham T.L.,IPSOS Loyalty | Morgeson F.V.,III | Aksoy L.,Fordham University | Williams L.,IPSOS Loyalty
Journal of Service Research | Year: 2014

The generally accepted view among managers and researchers is that the greater the severity of a service failure, the greater the resulting impact on customer satisfaction and business outcomes, such as lost customers and revenue. The research used to defend this viewpoint, however, does not typically address the severity of service failures, like those that result in injury or death (i.e., product-harm crises). This research addresses this issue by examining both minor incidents (i.e., failures that do not result in physical harm) and major incidents (i.e., failures that result in injury or death) in the U.S. airline industry, and the corresponding impact on the customer satisfaction and market share of the firms affected. Our results indicate that minor incidents are more strongly (negatively) related to future market share than are major incidents. Moreover, our findings indicate that only minor incidents are significantly linked to customer satisfaction. We argue that these findings occur for two reasons: First, most customers believe major incidents to be low probability events that are less salient when compared to more probable failures. Second, consumers impacted by major incidents most likely defect and are therefore not captured in future customer satisfaction surveys. Consequently, managers can delude themselves that things have “returned to normal” after a major incident when relying on customer satisfaction scores alone. © The Author(s) 2014.

Le Goff T.,Airbus | Moreau A.,IPSOS Loyalty
Acta Astronautica | Year: 2013

ASTRIUM is preparing the development of a safe and passenger friendly Suborbital Spaceplane, taking off and landing from a standard runway, powered by turbofans and using a rocket engine of proven design to reach 100 km altitude. This vehicle will be able to carry paying passengers to the edge of space and return them safely to their starting point. As a very new potentially adjacent B2C market, Astrium had decided at the beginning of this project to first conduct a full market analysis with the support of a worldwide survey based Research Company (IPSOS) in order to assess reality and credibility of this market. Two campaigns have been done, the first one in 2007 and the second one in 2010 after the international financial crisis. Last one has been also the opportunity to optimize quality of models by focusing in Asia region. This article describes the methodology used for this survey and unveils some results in term of size of this market and typology of the customers. © 2013 IAA. Published by Elsevier Ltd.

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