Harley Davidson Case Study Review Harley Davidson Product Lines and Comment on

Marco Antonio Coutinho marcoutinho@gmail.com

Universidade FUMEC, Brasil

Jos� Marcos Carvalho de Mesquita josemcmesquita@gmail.com

Universidade FUMEC, Brasil

Cristiana Fernandes de Muylder cristiana.muylder@fumec.br

Universidade FUMEC, Brasil

ULTIMATE LOYALTY: A Case STUDY OF HARLEY-DAVIDSON CLIENTS

Revista Pensamento Contempor�neo em Administra��o , vol. 12, due north�m. 3, pp. 143-154, 2018

Universidade Federal Fluminense

Recepci�due north: 03 Marzo 2018

Aprobaci�n: 18 Junio 2018

Abstract: Quality, satisfaction and brand loyalty are constructs that have been discussed for decades, but the concept of ultimate loyalty challenges the previously established loyalty studies. Therefore, the research aimed to: a) identify ultimate loyalty determining indicators; b) place its antecedent constructs; c) evaluate the relationship between antecedents and ultimate loyalty. This written report employs a ii steps approach, qualitative and quantitative. In the first, nosotros identified, through semi-structured interviews, determining attributes in shaping group loyalty. Based on such data, a survey questionnaire was elaborated with 32 statements. The sample of both steps was composed of Harley-Davidson customers. For data analysis, Partial Least Squares (PLS) was used. From the results, it can be stated that the constructs product uniqueness, adorable product, production desirable by a defined market segment and individual fortitude are constructs that drive ultimate loyalty. It is also observed that belonging to a social network is not an of import predictor of ultimate loyalty.

Keywords: Ultimate Loyalty, Brand Loyalty, Harley Davidson, Product Uniqueness, Individual Fortitude.

Resumo: Qualidade, satisfa��o e lealdade est�o entre os construtos que permeiam a literatura de marketing h� d�cadas, mas o conceito de lealdade suprema desafia bone estudos anteriores. Portanto, a pesquisa objetivou: a) identificar os indicadores determinantes da lealdade suprema; b) identificar seus construtos antecedentes; c) avaliar a rela��o entre construtos antecedentes e lealdade concluding. Este estudo emprega uma abordagem em duas etapas, qualitativa e quantitativa. Na primeira, foram identificados, por meio de entrevistas, atributos determinantes na forma��o da lealdade do grupo. Com base nesses dados, foi elaborado um question�rio com 32 perguntas. Em ambas as etapas, a amostra foi composta por clientes Harley-Dvidson. Para an�lise de dados, utilizou- se m�nimos quadrados parciais (PLS). A partir dos resultados, pode-se afirmar que bone construtos produto �nico, produto ador�vel, produto desej�vel por um segmento de mercado definido eastward fortitude individual s�o construtos que geram a lealdade suprema, ao passo que pertencer a uma rede social north�o � importante preditor de lealdade suprema.

Palavras-chave: Lealdade suprema, Lealdade de marca, Harley Davidson, Produto �nico, Fortitude individual.

Introduction

In the scientific literature on Relationship Marketing, some concepts have already been explored and investigated by many researchers. Quality, customer satisfaction and brand loyalty are constructs that have been permeating the literature for decades. There are a groovy number of works detailing antecedent and consequent relationships between these constructs, such as the ones carried out by Lipstein (1959), Kuehn (1962), Twenty-four hours, 1969, Jacoby and Kyner (1973), Jacoby and Chestnut (1978), Tse and Wilson (1988), Dick and Basu (1994), Jones and Sasser (1995), Garbarino and Johnson (1999), and Oliver (1997, 1999).

Based on these studies, a directly relationship betwixt quality and satisfaction has been found, which in turn has also been intrinsically associated with loyalty, although these relationships are not linearly symmetric, and not always reciprocal.

Oliver (1999, p. 34) defines client loyalty as "a deeply held delivery to rebuy or patronize again a preferred product/service consistently in the hereafter, thereby causing repetitive same-brand or same make-set purchasing, despite situational influences and marketing efforts having the potential to crusade switching behavior". Such loyalty is gradually built on some form of familiarity and allegiance to the product/service make that creates a condition chosen past the author as 'ultimate loyalty', which suggests a ready of positive experiences (satisfaction) continuously provided to the customers by the supplier/provider.

The concept of ultimate loyalty challenges the previously established loyalty concepts. Despite this challenge, ultimate loyalty has received little attention over the last years. In spite of the detailed and thorough analysis presented by Oliver (1999), the topic has non been enough discussed by the academicians. Co-ordinate to Google Scholar, although the article has deserved more than ten,000 citations, no report has established a suitable calibration to measure out ultimate loyalty, or even identify its antecedents.

Therefore, it is supposed that is reasonable to carry out a quantitative survey suited to appraise a concept that has called so much conceptual attention from researchers, although it is still at an embryonic development stage in quantitative terms. Hence, the nowadays research aimed to: a) place ultimate loyalty determining indicators; b) identify its antecedent constructs; c) evaluate the relationship betwixt antecedents constructs and ultimate loyalty.

The research was conducted with Harley Owners Group� (Sus scrofa), in the city of Belo Horizonte, country of Minas Gerais, Brazil. The members of this group are well-known Harley Davidson's loyal clients (Oliver, 1999; Malhotra, 2001).

Literature Review

In early studies on loyalty, the focus was only on the repurchase behavior. From such a viewpoint, loyalty was defined as a repeated buy from a supplier (Frank, 1967), from an operational measurement perspective. Past taking the same approach, Brown (1952) classified loyalty into four patterns, named: undivided loyalty; divided loyalty; unstable loyalty; and no loyalty.

From the same perspective, and focusing on repurchase standard, Lipstein (1959) and Kuehn (1962) measured loyalty based on the odds of gaining new purchases. Some authors such as Twenty-four hours (1969) and Jacoby and Chestnut (1978) stated that a simple repurchase behavior analysis would not be plenty to distinguish true loyalty from spurious loyalty.

Other authors have suggested the integration of loyalty into other concepts published in the marketing-related literature (Jacoby & Kyner, 1973). Selnes (1993) stated that client loyalty will phone call for future consumption probability, continuity of service agreements, reduction of brand switching likelihood, and build positive Word-of- Mouth communication (WOM).

To measure loyalty, Fornell (1992) proposed a method based on repeated purchase intention and toll tolerance, while Srinivasan, Anderson and Ponnavolu (2002) pointed two factors they've considered to be the near of import, i.e., positive word-of-mouth and price tolerance.

Traditional research based the concept of loyalty in behavioral indicators such as the proportion of purchases made from the same supplier, purchase sequence, and the probability of buying from a given supplier (Dick & Basu, 1994). Following the recommendation of Jacoby and Anecdote (1978), these authors adult a model because attitudinal and behavioral loyalty aspects and by combining these ii dimensions, they suggested the existence of four types of loyalty, namely no loyalty, spurious loyalty, latent loyalty, and loyalty.

Oliver (1999) argues that loyalty has been adult in stages, that is to say, cerebral, affective, conative and action loyalty. The author goes deeper into the assay by using a classification pattern based on two dimensions, named private fortitude and community/social back up. Private fortitude would exist the extent or degree of willingness, a behavior that makes the consumers to ignore, pass up, or fail to see the advertising appeals of competing brands (Oliver, 1999). The combination of these 2 dimensions entails iv types of loyalty:

Product Superiority, reflecting the traditional view of loyalty every bit a outcome of the superior quality, which implies a brand preference.

Village envelopment by which the private is protected from external influences, and is encouraged to repeatedly consume the make by receiving information and regular updates.

Adamant self-isolation that leads customers to appreciate the product superiority and plough away from offers advertised by competitors.

Immersed cocky-identity, in which consumers want the association with the product or service, they consciously affiliate to the environment knowing information technology supports the association and, in farthermost situation, are rewarded for their patronage. This phase the author calls ultimate loyalty.

Oliver (1999) suggests that ultimate loyalty, the combination of high individual fortitude and loftier customs/social support, is the i that involvement managers. It tin be truly classified as loyalty equally consumers take on a commitment and involvement so intensely that they become brand boosters and promoters.

Some easily noticeable behaviors characterize ultimate loyalty. The consumer'south psychological country favors certain caste of irrational beliefs, which explains and justifies the consumer'southward preference, even when she/he is exposed to competitors' advertisings offering higher quality products, readier availability and more competitive prices. Although many advantages offered past competitors, customer remains loyal, and volition not switch her/his brand preference. At this phase of loyalty, consumers maintain a state comparable to dear in its many manifesting ways, that's in this instance, to goods (Ahuvia 1992 & Fournier 1998). In this consumption context, apart from the sensual side, two other aspects of the phenomenon should be considered, that's to say, adoration and total commitment.

Oliver (1999) makes clear that, among the factors required to build ultimate loyalty, there is one factor that depends exclusively on the company's sponsorship, by making local investments in the development, back up, and encouragement of the customer's customs.

Other conditions that precede ultimate loyalty are: the product must have a unique configuration that makes it desirable; an identifiable and assisting segment of customers should consider the product desirable; the product must be worshiped, at to the lowest degree by potentially loyal customers; and, the production must exist able to be included in a social network, so that the consumer only feels part of the village by having it.

Product Uniqueness (PU)

Every bit Franke and Scheirer (2007) proposed, the more than a customer identifies a product tailored to run across her/him expectations, the more than she/he will feel motivated to purchase it by comparing it to a benchmarking product regardless its functionality or appearance. According Weidmann's (2007), regarding value of the framework of Psychographic Traces, some purchases are decided past exclusivity, self-identification, pursuit of prestige, and even by visibility (Cypriano, 2013). These luxury brand consumers match many psychographic profiles such as the one that identifies individuals searching for unique products classified as 'single identity'. These customers seek exclusivity to express themselves in a unique way. This discussion suggests the hypothesis one.

H1: product uniqueness has a positive effect on ultimate loyalty.

Adorable Product (AP)

Product shape, transform and requite life to the universe, and help individuals find and play their role (McCraken, 2003). Equally previously stated by Ahuvia (1992) and Fournier (1998), love has many manifesting ways that may sometimes accept the form of purchasing. Oliver (1999) explains that a general delivery results from a real fondness for the product or service. This kind of commitment is considered to exist an adoration or devotion based on maintaining something to avert a feeling of loss previously experienced by the customer. Such a behavior is common among children. Withal, adults also express love for goods such as automobiles they may proper name or treat in ways typically reserved for their loved ones. According to Wiedmann's (2007) model, these situations explain the consumer's willingness to pay more for one make than for another like, fifty-fifty if it has a lower quality ane.

H2: production adorability has a positive result on ultimate loyalty.

Product should be desirable by an important market segment (DN)

Some appurtenances embody social status. They also define the inclusive and exclusive parameters, and limit the access of certain classes of consumers (Douglas and Isherwood, 2004). To build loyalty of these customers, a product must arouse the involvement and want of a large marketplace segment, and be withal prohibitive enough to convey condition. These products must have the features looked for past a well- divers target market place, and must exist available for purchase. A demographic contour of well characterized customers must encompass cultural, social and personal aspects.

H3: At that place is a positive relationship between the production that belongs to a well-defined market niche and ultimate loyalty.

Product must have the chapters to be embedded in a social network (SN)

Ultimate loyalty begins with individual expert volition and determination, and reaches the apex with consumer self- identification, who purchase the product regardless other offers available in the market, provided that it is supported past users from the aforementioned customs (Oliver, 1999).

The buy of a new product is often fabricated with the support of a reference group that, in such cases, indicates the existence of a probable interpersonal human relationship focused on brand, which may cause an increase in the consumption of such a brand (Schouten, McAlexander and Koenig, 2002). By analyzing the psychographic profile of luxury goods consumers, Cypriano (2013) noticed that in that location is a grouping identified as "Always Impressing" who is interested in impressing others, and manage their lives to be seen equally someone of prestige, and so show their social importance. The main motivation of this group is to prove they vest to a specific social group. In some social networks, some aspects called and shared by the group influence behavior, speech communication, and consumer brand experience. These facts give blessing and the necessary reinforcement to members, and provide even more a feeling of security to them.

H4: There is a positive human relationship between brand community membership and ultimate loyalty.

Individual Fortitude (IF)

Oliver (1999) highlights that individual fortitude must exist present to build ultimate loyalty, that is, the individual, and but him or her, through his ain will, determination and force of character volition be involved in a human relationship with a make to the point of condign an ultimate loyal customer. Therefore, a conclusion arises, the outset step depends on customer closeness to product or service.

Oliver (1999) defines fortitude as "the extent or degree of willingness with which a consumer ignores, refusal or failure to run into the promotional appeal of competing brands" (pp. 37). Customers gradually get from low to high fortitude that takes place in a continuous footstep-by-step process rather than big jumps. At depression levels of fortitude, consumers have simply brand-related information. At higher levels of fortitude, consumers develop activeness inertia, and besides fierce defenses against competitive influences that come near blind faith (Oliver, 1999). In the aforementioned article, Oliver points out that the passage through the bulwark betwixt trust that a product is superior to the stage of individual fortitude and determination by buying the same brand remains somewhat nebulous. Thus, it can be proposed:

H5: There is a positive effect of individual fortitude on ultimate loyalty.

Research Blueprint

This case report employs a two steps descriptive approach, qualitative and quantitative. In the first stride, it was identified, through semi-structured interviews, determining attributes in shaping group loyalty, to validate the attributes identified in the literature. Based on such information, a survey questionnaire was elaborated with 32 statements, measured on a 7-point interval scale, ranging from (1) strongly disagree to (7) totally agree.

Indicators used to measure the constructs (Appendix) were based on the post-obit authors: Product uniqueness: Srinivani et al. (2002), Cavusgil, Zou and Naidu (1993), Franke and Schreier (2007), Chang and Chen, (2008) and Cypriano (2013); Adorable product: Cypriano (2013); Product with a market segment: Strehlau and Aranha (2004); Product embedded in a social network: Srinivani, et al. (2002); Individual fortitude: Fraering and Small-scale (2013); and ultimate loyalty: Morgan and Hunt (1994), Zeithalm, Berry and Parasuraman (1996); Blocker (2012); and Man and Na�de (2014). Thirty-2 statements were sorted according to the variables, i.e., product uniqueness (5 items), adorable product (iv items), production with a marketplace segment (6 items) product embedded in a social network (5 items), individual fortitude (5 items) and ultimate loyalty (7 items).

A convenience sample was extracted from the members of the HOG-MG and other Grunter members in the metropolis of Belo Horizonte, Minas Gerais, Brazil. The Data were collected by using a structured questionnaire grade available in Google docs and by in-person interviews with Squealer members at events promoted at Hd dealers and HOG meetings in the so-called "Harley coming together points" scattered throughout the metropolitan surface area of the city of Horizonte, MG, Brazil.

The qualitative survey included fifteen interviewees, all of them active members of Squealer affiliate MG. For the quantitative research, a sample of 230 interviewees were surveyed.

For information analysis, Partial Least Squares Method (PLS) was used, through PLS Smart 3.0 software, because it is a multivariate technique aimed to maximize the explained variance, fit small samples, and also because information technology is more effective to observe deviations from normality.

At the end of the data collection stage and subsequently excluding questionnaires with some inconsistency, two hundred and eleven interviewees were gathered, out of which twenty-v (25) were filled in via Google docs. An assay of variance (ANOVA) was estimated, which indicated no significant differences between the ii samples.

Findings

Through the semi structured interviews, data and opinions of HOG members were nerveless regarding the most varied topics related to HD brand, the importance of Grunter, complaints, suggestions, other motorbike brands, amidst other subjects. These interviews were used in the refinement of the questionnaire used in the quantitative stage.

During the interviews, the answers of Grunter-MG members were collected, and some of them were highlighted equally shown in Figure 1.

Figure ane .
Outstanding answers given by HOG members.

The answers of Hog members listed in Effigy one show that some profile characteristics of the interviewees are mutual, and some are even noteworthy:

• The deep sense of affection of HOG members for their motorcycles that are often treated and referred to every bit a loved person;

• How the HOG members consider HD unique and incomparable to other motorcycles;

• The do good of bringing youth spirit back to the Hog members is some other important betoken;

• The sense of community is notable when Sus scrofa members merits to have the Harley point at home to receive their HOG fellows.

Turning to quantitative step, among the interviewees, 87.20% are male, 68.80% are married and 89.7% are undergraduate or have graduate degrees. Regarding their occupations, 28.3% are concern owners, and 25.eight% are hired by the private sector. 56% are older than 41 years old. Thirty-one percent earn up to R$ eight,000.00 monthly (+/- US$2,000), withal at that place is a pregnant group of 21.vi% that earns over R$ 20,000.00 monthly (+/- US$5,000).

Hair et al. (2005) and Mesquita (2010) recommend conducting an exploratory data analysis earlier applying multivariate statistical technics due to the importance of verifying the assumptions. That stage consisted in checking the linearity, normality, and outlier'southward assumptions.

To evaluate linearity, the Spearman's correlation matrix was used, and it is found that most of the correlation coefficients are significant at 1% level, confirming the linearity of the relationship between manifest variables. By analyzing the results from Kolmogorov-Smirnov and Shapiro-Wilks tests, it was observed data non normality distribution, which reinforces the choice of PLS. The evaluation of outliers identified only one variable related to many outliers, just bold that it is a typical sample behavior, information technology has not been disregarded.

The analyses of some important descriptive parameters that help characterize the sample existence studied are shown in Tabular array ane. The construct with the highest mean values correspond to Ambrosial Products - 6.1927, while the lowest average is Individual Fortitude - 5.2529. In general, the averages were high, since the maximum value is seven.

By analyzing the indicators individually, it was found that the highest average value was AP 2 - The owner of a HD loves his motorcycle – vi.iv (maximum was 7); the 2d refers to AP three- Customers identify with the make, half dozen.3; and the everyman boilerplate is iv.2 for the variable LOY 6- The HD customer is not very cost sensitive when purchasing Hard disk accessories. Even if it is slightly, the event regarding LOY 6 contradicts 1 of the most expected outcomes in consequences of loyal- ty, i.e., the low sensitivity of customers to price changes. On the other hand, the findings related to the adorable products ostend, and betoken to that equally the most important characteristics to build loyalty.

Table ane .

Construct Parameters

Construct	Boilerplate	SD	VC	Median
1- Product with important market place segment (ND)	5.5450	1.3668	0.2465	half dozen
2- Product Uniqueness (PU)	five.5024	1.6292	0.2961	6
3- Adorable Product (AP)	6.1927	1.1455	0.1850	7
4- Production embedded in a social network (SN)	5.5555	1.6151	0.2907	6
5- Individual Fortitude (IF)	five.2529	1.5762	0.3001	6
six- Ultimate Loyalty (UL)	v.4164	one.5367	0.2837	half-dozen

Afterward a preliminary analysis, the focus turned to model estimation. Initial results indicated the demand to exclude variables with low factor loadings (AP1, ND1, ND3, ND4 and SN4). After model estimation, the first step is to evaluate con- structs' reliability, convergent and discriminant validity. Reliability shows the internal consistency of the measure out, conver- gent validity is the extent to which a mensurate positively correlates with alternative measures of the same construct, and the discriminant validity refers to the degree to which the measure of different constructs differs from each other. The results from reliability tests and convergent validity are shown in Table 2.

Table 2 .

Ultimate Loyalty - Selected Indicators

VARIABLES	AVE	Composite Reliability (CR)	adjusted R 2	Cronbach Alpha (Air-conditioning)
Product uniqueness	0.547	0.857		0.791
Adorable product	0.630	0.836		0.710
Product with defined marketplace segment	0.521	0.763		0.542
Production embedded in a social network	0.717	0.910		0.868
Individual fortitude	0.464	0.810		0.707
Ultimate loyalty	0.501	0.874	0.736	0.831

As tin exist seen, all constructs showed CR to a higher place 0.7, attesting to their reliability. Regarding convergent validity, only indi- vidual fortitude showed AVE value slightly below the recommended minimum (0.v), but above 0.4, which is acceptable in dealing with exploratory research (Nunnaly, 1994), besides the fact that all indicators showed loadings greater than 0.5, values that attest to convergent validity.

The cross-loadings matrix assessed discriminant validity. Information technology was noticed that the cistron loadings in the original constructs of indicators are all higher (above 0.50) than in others, which testified the discriminant validity criterion (Chin 1998).

The 2nd phase in PLS-SEM implies establishing predictive capacity and analyzing relationships between constructs. The evaluation criteria comprise the level of significance of the coefficients of the structural path and the coefficient of determination R2.The estimated structural model can exist seen in Figure 2, while Table 3 shows the PLS output.

Tabular array 3 .

Path Coefficients

Construct	Hypotheses	Coefficient	"t" exam"	Result
PU	H1: product uniqueness has a positive effect on ultimate loyalty.	0.262	three.791	Confirmed
AP	H2: product adorability has a positive effect on ultimate loyalty.	0.173	ii.657	Confirmed
DN	H3: There is a positive relationship between the product that belongs to a well-defined market niche and ultimate loyalty.	0.212	4.132	Confirmed
SN	H4: There is a positive relationship betwixt make community membership and ultimate loyalty.	0.058	i.133	Not confirmed
IF	H5: There is a positive outcome of private fortitude on ultimate loyalty.	0,349	5.201	Confirmed

Figure two .
Adjusted Model

By analyzing the results shown in Effigy two and Table 3, it is concluded:

H1- proposed that at that place is a positive relationship between product uniqueness and ultimate loyalty: with coefficient of 0.262, t-value of 3.791, significance level 0.000, it can exist observed that the regression coefficient is pregnant to support hypothesis one. There was already an idea of the influence of this construct on shaping ultimate loyalty based on the sample contour. Motorbike customization is something relevant to HOG members to the indicate that "each motorcycle is unique", "at that place are no ii identical motorcycles" and "it is common to find a wide variety of the motorcycles, fifty-fifty at an event that gathers over two thousand Hard disk drive motorcycles." This assertion supports the claims of Franke and Scheirer (2007) and Wiedmann (2007) regarding the desire to purchase unique and exclusive products.

H2- the ambrosial product has a positive consequence on ultimate loyalty: coefficient of 0.173, t-value of 2.657, and significance level 0.000, supports hypothesis two. Such a hypothesis is based on the propositions of Ahuvia (1992) and Fournier (1998) regarding dearest for products, and deals with the relationship betwixt the Squealer members and their motorcycles, and the result shows that this is peculiar bail. It is easy to discover Grunter members who own more than i motorbike because they cannot afford getting rid of their start motorcycle. To ratify what'southward said above, it is enough to detect that the variable with the highest average value is the AP-two "The HD owner loves her/his motorbike", 6.4171.

H3- There is a positive relationship between the product that belongs to a well-defined target market and ultimate loyalty: coefficient of 0.212 and t-value of 4.232 bespeak that the regression coefficient is pregnant at 0.000 level. A back up to this hypothesis was also expected because the average profile of Grunter member has been well defined and identified. The product type provides identification of the target market as it confers social status to the owner (Douglas and Isherwood, 2004).

H4- There is a positive human relationship between belonging to a brand community and ultimate loyalty: with a coefficient of 0.058 and t-value of 1.133, it does not state that the regression coefficient is significant. Thus, the hypothesis was not supported.

H5- At that place is a positive effect of individual fortitude on ultimate loyalty: with a coefficient of 0.349 and t-value of 5.201, it confirms the regression coefficient significance at 0.000 level. To understand the show of such a hypothesis, one must analyze the sample average contour in more details. Most of the surveyed people are older than 40 years and are professional business owners or employees at private companies, with college educational level, including postgraduate degree, characteristic of more than mature individuals, who are usually more cocky-confident, determined and self-sufficient. Therefore, as highlighted by Oliver (1999), such individuals, and only them, through their own will, determination, and strength of character, volition engage in a relationship with a brand to the betoken of being an ultimate loyal consumer.

The coefficient R2 is 0.742 (adjusted R2 of 0.736), explains 74.2% of the ultimate loyalty variance, which well explains how ultimate loyalty is influenced by the five independent constructs proposed for the model.

Regardless the upshot, rejecting the positive relationship betwixt the participation in a make community and ultimate loyalty, it is relevant to go deeper in this analysis as it has found the existence of certain animosity between these two constructs, i.e., social network and individual fortitude.

Although both constructs, in their own style, assist build ultimate loyalty, past evaluating the influence of each of them, the disharmonize between these variables is established. To what extent does social network aid build ultimate loyalty? While the paragraph higher up highlights the group strength, and value the relationships of members, the private fortitude is based on the volition and self-conclusion of everyone individually. This means that the degree of involvement and willingness to remain loyal to a brand is something very personal.

In modern lodge, one cannot disregard the influence of social networks on the relationships of all the protagonists. According to Almeida et al. (2013), "members of these communities await for this brand equally a lifestyle group, adventure, movement liberty, and possibility of coming together people and ...," despite the importance of social relationships, in this case, individual fortitude prevails.

The second bespeak that deserves to be highlighted is the fact that during the qualitative survey research done mainly with HOG members, information technology was clear how members value the group, which cannot be said well-nigh nonmembers and erstwhile members. Furthermore, there was a kind of rivalry or jealousy of some members of other motorcycle clubs similar HOG. It is not possible to generalize such feelings as there are many motorcycle club members who continue friendly relationships with Hog members with no problem. It is also observed that some onetime Pig members have some grievance and complaints nearly the group, while some bear witness total ignorance regarding Hog functioning, but still make negative comments regarding the group. In Pinto's work (2011), information technology seems that in S�o Paulo the rivalry is fifty-fifty stronger, and Pig members are nicknamed "coxinhas" (a Brazilian Portuguese pejorative term that stands for a kind of "dandy person") by some members of other HOGs.

Currently, the influence of social networks on many fields of human being activities has been much researched, and such influence has been very frequently supported. In this study, it has non been noticed, probably due to a mistake made to change a part for the whole group, i.e., HOG members by all loyal Grunter members. The fact is that no one can condone the influence of social networks on the relationships among all players, and for this reason it is pertinent to highlight the unsupported hypothesis, and hence the importance of social networks to build loyalty.

In the referential literature, i.eastward., the theoretical basis for this work, many definitions have been studied and presented throughout this paper.

The model proposed by Oliver (1999), in which the conditions are prerequisites to build ultimate loyalty, was almost all virtually supported (product uniqueness, adorable product, production desired by an important market segment, and private fortitude).

Regarding loyal customer beliefs described by Oliver (1999) and by Srinivasan, Anderson and Ponnavolu (2002), there is a pointed feature that gives the customer college tolerance to prices. However, this condition has not been supported. In qualitative research, the statements related to price tolerance by HOG members were rejected past a large number of participants.

The suggested repurchase was observed and supported by the big volume of motorcycle accessories purchased such as clothes for motorcyclists and companions, and even decoration items. Nobody purchases a motorcycle then often, but repeated purchases are washed at Hard disk drive� stores.

Several authors such equally Srinivasan, Anderson and Ponnavolu (2002) and Oliver (1999) bespeak out the positive discussion-of- mouth as a typical publicity amongst loyal customers that was supported past the survey that reported a variable with very high average values.

During the survey flow one Pig fellow member, ultimate loyal client up to that time, left the Pig for dissatisfaction with the Hard disk dealer and said he/she would modify the make of his/her motorcycle. This fact shows how of import the office of the dealership is.

Last remarks

In this research, it was identified and assessed the constituent indicators and antecedent constructs of ultimate loyalty. This research approaches the subject from a dissimilar perspective when compared to earlier studies as it focuses on a grouping of known by existence ultimate loyal customers of a make.

The constructs that drive ultimate loyalty, identified in Oliver (1999) work are: product uniqueness; adorable product; product desirable by a defined market place segment; product embedded in a social network and individual fortitude. From the results, it is observed that, except for belonging to a social network, they all are of import predictors of ultimate loyalty.

As an academic contribution, the study addressed a topic that deserves further investigation, despite the progress accomplished over the last years. The concept of ultimate loyalty has been proposed by Oliver (1999) and afterward received niggling attention. Few articles addressing the concept were found, although the great number of citations. Thus, identifying ancestor constructs and developing a scale to mensurate them, fifty-fifty though in the embryonic stage, constitutes the primary research bookish contribution.

As a managerial contribution, observing the literature on client'south loyalty, usually in that location are two examples of companies (Harley Davidson and Winnebago) which have achieved this caste of preference of their customers and it is possible to conclude that there are more than than mere coincidences between the strategies of these companies. There is a deliberate strategy in these organizations, established by the administration that shows even for the most basic levels of frontline employee the importance of the management model. There is a philosophy that supports and maintains the process, all with slap-up effort and professionalism. From the results of the research, the constructs most influential in the evolution of ultimate loyalty were identified and with this information, it is possible to implement and manage loyalty programs, focusing efforts on the nigh determining variables. Therefore, it should be established strategies to raise brand image, highlighting the product uniqueness and adorability. As the target market is composed with individuals of high fortitude, special attention should exist given aiming to straight advice efforts to this public.

This written report has limitations of diverse orders. The research focused in the region of Belo Horizonte, Brazil, limiting the capacity of generalization considering the subject is of far greater importance and goes beyond the boundaries of this state. The number of respondents is two hundred and thirty and but two hundred and eleven were valid, which is a small sample.

Moreover, the findings of this study should be analyzed from the perspective of a group loyal to a particular mo- torcycle brand, so for any application to other products or markets corrections and adjustments should exist properly carried out.

Ultimate loyalty arouses involvement in all those who teach and work in relationship marketing. Equally proffer for hereafter research, other industries such every bit jewelry, electronic, cloth- ing, among others, should study the topic and become deeper knowledge in order to heighten academic noesis and the improve direction practices.

The product embedded in a social network showed little influence on building ultimate loyalty, withal it is pos- sible that, in another market segment, or even in the mo- torcycle market segment, with another approach, different results may be achieved.

Other issues that should be studied include characteristics and strategies of the companies that were successful in building and keeping the loyalty of their customers and ultimate loyalty consumer behavior. The latter are besides sug- gestions for farther research.

References

Ahuvia, A. (1992). "For the Love of Money: Materialism and Product Love," in Significant Measuring, and Morality of Material- ism, Floyd Rudmin and Marsha Richins (Eds.). Provo, UT; Association for Consumer Research, 188-98.

Almeida, L. O. Five., Tavares, M. C., Urdan, A. T., Teixeira, D. J. (2013, set/ dez). Comunidades de Marcas e os propriet�rios de Harley-Davidson de Belo Horizonte. Revista Gest�o & Tecnologia, Pedro Leopoldo, v. 13, due north. 3, pp. 235-257.

Blocker, C. P. (2012). The Dynamics of satisfaction and loyalty after relational transgression. Journal of Service Marketing, v. 26, ed.2, pp. 94-101.

Brown, G. H. (1952). Brand Loyalty- fact or fiction? Advertising Age, 23 (9), pp. 53-55.

Cavusgil, Due south. T., Zou, S., Naidu, G. M. (1993, third quarter). Product and Promotion Adaptation in Export Ventures: An Empirical Investigation. Journal of International business concern Studies.

Chang, H. H., Chen, S. W. (2008). The Bear on of Customer interface quality, satisfaction and switching costs on e-loyalty: Internet feel as a moderator. Calculator in Homo Behavior, Elsevier Ltd.

Chin, Due west. W. (1998). The partial least square approach for structural equation modeling. Marcoulides, 1000. A. (ed). London Erlbaum Associates, pp. 295- 336.

Cypriano, I. M. B. M. P. (2013). O consumidor brasileiro de marcas de luxo: Uma descri��o e segmenta��o psicogr�fica por valores. Disserta��o apresentada � Escola de Administra��o de Empresas da Funda��o Become�lio Vargas. S�o Paulo, SP, Brasil.

Solar day, M. Due south. (1969). A Two-dimensional concept of brand loyalty. Journal of Marketing Research, 9, pp. 29-36.

Dick, A. S., Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the University of Marketing Science, 22(2), pp. 99-114.

Douglas, M., Isherwood, B. (2004). O Mundo dos Bens- para uma antropologia practice consumo. Rio de Janeiro: UFRJ.

Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56 (1), pp. half-dozen-21.

Fournier, S. (1998). "Consumer and Their Brands: Developing Relationship Theory in Consumer Enquiry." Journal of Consumer Research, 24, pp. 343-73.

Fraering, M., Minor, Thousand. S. (2013). Across loyalty: client satisfaction, loyalty and fortitude. Journal of Service Marketing, 27(4),pp. 334-344.

Frank, R. E. (1967). Correlates of Buying behaviors for grocery products. Periodical of Marketing, Octuber, pp. 48-53.

Franke, N., Schreier, M. (2007). Production Uniqueness as a driver of customer utility in mass customization. Marketing Messages, A Journal of Inquiry in Marketing, Springer Science+ Concern Media, LLC.

Hair, J. F., Jr. et al. (2005). Fundamentos de M�todos de Pesquisa em Administra��o. Porto Alegre: Bookman.

Homo, Thou., Naud�, P. (2014). Heterogeneity in the quality-satisfaction- loyalty framework. Industrial Marketing Management, 43, pp. 920-928.

Jacoby, J., Chestnut, R. W. (1978). Brandy loyalty. New York: John Wiley & Sons Inc.

Jacoby, J., Kyner, D. (1973). Make loyalty vs. echo purchasing behavior. Journal of Marketing Research, Ten, pp. one-9.

Kuehn, A. (1962). Consumer make choice as a learning process. Journal of Advertising Research, 2, pp.ten-17.

Lipstein, B. (1959). The dynamics of brand loyalty and brand switching. Fifth Almanac Conference of the Advert Research Foundation. New York: Advertising Research Foundation, 101-108.

Malhotra, N. Thou. (2001). Pesquisa de Marketing: uma orienta��oaplicada. (3a ed.). Porto Alegre: Bookman.

McCraken, Grand. (2003). Cultura & Consumo: novas abordagens ao motorcar�ter simb�lico dos bens e das atividades de consumo. Rio de Janeiro: Mauad.

Mesquita, J. M. C. (2010). Estat�stica Multivariada Aplicada � Administra��o (1a ed). Curitiba: Editora CRV.

Morgan, R. 1000., Hunt, S. D. (1994). The commitment-trust theory of relationship marketing.Journalof Marketing, 58 (3), pp. 20-38.

Nunnaly, J. C.; Bernstein, I. H. (1994). Psychometric Theory. New York. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. Mc Graw- Loma.

Oliver, R. L. (1999). Whence consumer loyalty. Journal of Marketing, v. 63, special upshot, pp. 33-44.

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. Mc Graw- Hill.

Pinto, F. R. T. (2011). Voc� tem uma moto ou uma Harley? 5�nculos com a marca Harley-Davidson em S�o Paulo. Tese de Doutorado em Antropologia Social- USP, S�o Paulo, Brasil

Schouten, J. W., McAlexander, J. Due west., Koening, H. F. (2002). Edifice Brand Community. Journal of Marketing- v. 66, pp. 38-54, jan.

Selnes, F. (1993). An exam of the effects of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(ix), pp. nineteen-35.

Srinivasan, Southward. S., Anderson, R., Ponnavolu, Grand. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78, pp. 41-50.

Strehlau, South., Aranha, F. (2004). Adapta��o e valida��o da Escala de swallow de status (SCS) para uso no contexto brasileiro. Revista Administra��o. Belo Horizonte, v. 3, n. one, pp. 9-17.

Wiedmann, Grand. P., Hennigs, Due north., Siebels, A. (2007). Agreement and measuring luxury value: a multidimensional model of consumer's luxury perception. American Marketing Clan Winter Educator'south conference proceedings, San Diego, CA, 18, pp. 393-395.

Zeithalm, V. A., Berry, 50. L., Parasuraman, A. (1996). The behavior consequences of service quality. Journal of marketing, v. 60, n. 2, pp. 31-46.

Appendix

Construct	Questions
ND	The customer's purchasing power influences the buy of a Hd
PU	Each Hd motorcycle is unique
ND	The lifestyles of Hard disk clients are similar
AD	The owner of a HD usually christens the motorcycle
IF	I do not feel influenced by promotions from other brands
ND	The HD gives status to the possessor
UL	The Hd client talks positive things about the brand
ND	There are no groups like HOG in other brands
ND	HD owners use the motorbike mainly for leisure activities
ND	There is an Hard disk drive lifestyle
UL	I ever intend to own an HD motorcycle
SN	Squealer grants benefits to its members
PU	Competing brands do not compare to Hard disk drive
SN	Squealer members exchange information with other members
AD	The owner of an HD loves his motorcycle
PU	Owning a HD makes me feel like an unique client
UL	I trust in my human relationship with Hard disk drive
IF	I would not buy a Hard disk drive if I was not totally convinced
Advertising	Customers identify with the make
IF	I do non regret buying the HD motorbike
SN	Pig members create bonds of friendship with other members

SN	When I bought a Hard disk drive I took into account friends' opinions
PU	Riding a motorbike Hd is a unique experience
SN	Hog members exchange experiences with other members
PU	The design of HD motorcycle is unique
UL	I committed in my human relationship with Hd
IF	I give the concluding discussion on my acquisitions
UL	The Hard disk drive client is not very toll sensitive when ownership an Hd motorcycle
AD	Buying an HD, the customer is getting much more than a motorcycle
IF	I exercise non experience influenced by advertisements from other brands
UL	HD client is not very cost sensitive when purchasing Hd accessories
UL	The next motorbike that I desire to acquire will be an Hd

craytonwitheing66.blogspot.com

Source: https://www.redalyc.org/journal/4417/441760642011/html/

Share this post