motivation

 

The personal aspect is a quite important influences customer decision making. The most important aspect of personal aspect is motivation. I always think about why I buy this products and why I want to have it? Then, I think the motivation can drive me to choose the different type of products. I read the Maslow’s hierarchy of needs before. This author makes the human needs into five levels: physical needs, safety needs, belongingness, love and esteem and self-actualization. Author also argues that when people finish their lower-needs, they may want to get the higher-needs.

Taking me as an example, if I only have the physical needs, I may just behavior loyal customer. I buy something just for satisfied my physical needs. For example, I feel hungry, then I go to the nearly shop to buy a sandwiches. But if I satisfy this level, I may want to go to the clean environment. Then I may want to ask my friends to joining the dinner. This is really different. In the top of needs, if I also repeat my purchase, I may have the strong positive attitude with that. For example, I buy a course for satisfy my self-actualization need, which means I need to work hard and spend money and time for finish course. If I also buy it, I may have more loyalty for this brand.

 

With the increase the motivation, the involvement will from low to high. For example, I only have the physical need of motivation. I feel cold, I may just to buy a warm clothes. But if I satisfy the lower-needs. I want to get belongingness or esteem, I need buy clothes to make others impressive, and therefore, I may pay more money and time on clothes, which means I increase my involvement on clothes.

 

Therefore, understand customer’ motivation is really important aspects for understand their customer. For me, I may have different motivation to buy a product. For example, I may buy a product from Zara, result in I want to get the belongingness form my group. But when I become a loyal customer in Zara, I need to get the esteem from this brand. This esteem can be divided into two parts, one is get esteem from the shop staff, other one is when I wear this clothes, I want to get other people esteem. Therefore, when I increase my motivation, I also increase my involvement. I spend more money on clothes. This is important to keep your customer loyalty.

How to keep my loyalty?

 

 

When I review these blog, I am trying to find out why I keep my loyalty? Firstly, I think is nature choose, which means I am a person who don’t like to change. Therefore, I may buy same thing in same brand. For example, I always buy the daily food in Tesco. Secondly, I think the companies need to keep my satisfaction to keep my loyalty. For example, I am a loyal customer for Argos before, but their staff very impolite with me, then, I feel dissatisfaction with Argos to change my loyalty. Thirdly, I think the brand need to improve their brand image to keep my loyalty. I am loyal customer for Tesco, when I want to buy a juice, then I choose the apple juice of innocent. I think the juice of innocent is a good product, because price is reasonable and taste is good. The most important thing is innocent give their 10% profit to charity. I feel this brand has the strong brand image, and then I become a loyal customer for this brand.

As these three points, in my mind, if the marketer can satisfied my required, I may increase my psychologies commitment to become a true loyal customer. Therefore, I think keep the customer satisfaction is really important. For example, I really like Tesco this brand, because their location, price and service quality. Therefore, I am a true loyal brand customer for Tesco. Tesco has some useful strategies for keep their customer loyalty. For example, I can have the Tesco membership card if I apply it. If you have the membership card, you can collect the point from you purchase, then you can use these point for next purchase. Moreover, you also can receive the vouches for promotion. These strategies can make you feel the service quality and you know you are special customer for them. If you have any questions, you can ask them online, and then they will help you solve it. Tesco also use different type shop for their customer. For example, you can book the goods online. It will help me to save time. I think this is why I am loyal this bran. They also give some promotion for their products. For example, some fruits and vegetables which are only have 3 or 4days can be tasted, Tesco will make the promotion for these products. You can save money and you also think they will not sell you the expired food. Besides, Tesco make the packaging products. For example, the deal meal, which is about one bottle water, one sandwiches, and one snacks. In this packaging, you can save more than 30p. I like this packaging, because if you buy the sandwiches and water, you can get the price decrease and also get the free snack, which makes you not only feel the products have quality, but also you get the preferential price. I think this is good for customer. I feel really good when I shopping in Tesco.

 

Therefore, if the companies want to make their behavior loyal customer becomes an attitudinal loyal customer. I think the companies need to think three main strategies for keep their customer loyalty. Firstly, how to keep their customer satisfaction? For example, marketers need to train the staff. Secondly, marketer need to think which kind of promotion is more useful. For example, if a retail brand has the promotion every day, but one day they stop their promotion, they may lose many customers. On the contrast, if the brand really cheap than others, how can make your customer to believe your products have the same quality. Finally, companies may need to improve their brand image to give their customer strong psychologies commitment.

Relationship with brand loyal customer and product involvement

Relationship with brand loyal customer and product involvement

According to Traylor (1981), when the customers make more high involvement in the same brand, which can also lead these customers improve their loyalty of brand. Besides, LeClerc and Little (1997) also illustrated that if the customers have the attitude of commitment to lead them repeat purchase in high-involvement purchase, which is means this customer have high loyalty of this brand. On the contrast, if these customers just have a behavior of repeat purchase in low-involvement purchase, which is means these customers may just have the behavior of loyalty without the psychological awareness (Quester and Lim, 2003).

For example, I always repeat buy the high-involvement product of retail brand with Zara. Even I need to think more about the price and style, I still keep my loyalty with this brand, which means I have a strong positive attitudinal with this brand lead me to repeat the purchase. I really like and trust this brand, I have an awareness to purchase this brand, because this brand can satisfy my needs about the high fashion style and use different material. While means, I am a behavior loyal customer with a low - involvement product of retail brand, like Argos. I go to Argos shopping just for their lower price, nearest my house and guarantee the quality. I like to go to Argos, because this shop is near my flat and have the reasonable price. If I purchase in Argos, I can save time on walking and buy the lower priced products, therefore, I go to Argos frequency for low-involvement daily product.

This main different between the behavioral loyal customer and the attitudinal loyal customer in product involvement, which means when the customer has a stronger attitude of this brand, they may also increase their involvement. Therefore, when customer increases their positive attitude, they may also increase their involvement. For example, I have not purchase holiday before, because Chinese have not realize the holiday is a good way for relax. But when I come to UK, I found a number of British have a habit of holiday. I saw a lot of pictures and recommendations on the social networking. Then, I want to book a holiday too. Therefore, I asked my friends and search for information online, then, I get the travel agency with Thomas Cook. But, when I purchase the holiday at first time, I just bought a cheap and short-term holiday, because I didn’t trust this brand. When I finished that one, I feel Thomas Cook is a responsibly company, if you get the problems, you can call them any time. Moreover, Thomas Cook also give you the after sale service to solve your dissatisfaction. If you have any problem, you can call after sale service and put your recommendations. Then, they will connect with you and help you to solve it. Therefore, I get the positive brand image on Thomas Cook, then, I purchase a quite expensive quality with my friends, because I trust this brand. Therefore, if customer increases their positive attitude, they may also increase their involvement.