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A widely cited model of customer loyalty is the typology proposed by Dick and Basu (1994) that depicts loyalty as a two-dimensional construct involving relative attitude and repeat patronage. However, while Dick and Basu conceptualise the loyalty construct, they do not operationalise it or provide empirical evidence of its predictive ability. This paper reports a test of the predictive ability of Dick and Basu's model in personal retail banking. The study is a replication of East, Sinclair and Gendall's (2000) research on loyalty in supermarket shopping, from which these authors concluded there was little support for Dick and Basu's loyalty typology. Our study found that, in some circumstances relative attitude was a better predictor of bank loyalty than banking behaviour, while in others share of wallet (a proxy measure for repeat patronage) was better. Like East et al. (2000), we found no evidence that the prediction of customer loyalty was enhanced by the inclusion of a term for the interaction between attitude and behaviour. Nevertheless, our findings suggest that Dick and Basu's model may have some validity in subscription-type markets, like banking, where brand portfolios tend to be small and customer churn rates are relatively low.

New Zealand shares a common problem with other countries: a shortage of blood donors. Approximately 4% of New Zealand's total population donate blood, yet up to 20% may need to receive donated blood or blood products. However, there has been little success in accurately predicting willingness to donate blood, and greater knowledge is needed of those variables most likely to predict potential donors' behaviour, so that efforts to increase the number of blood donors can be effectively directed. This study compared the predictive ability of Ajzen's theory of planned behaviour, based on the measurement of attitudinal variables, and Labaw's behavioural approach, in the context of willingness to donate blood. The findings indicated attitudinal variables were better predictors of behavioural intentions but a behavioural approach better predicted reported donation behaviour. This result provides support for further study of the framework proposed by Labaw.

ACCEPTANCE of the benefits of market segmentation is so pervasive that it seems almost sacrilegious to question the validity of this faith in the power of segmentation as a marketing tool. But, at the risk of being labelled heretics, we argue that segmentation is not the marketers' nirvana it is sometimes made out to be. This paper discusses a number of assumptions and arbitrary decisions involved in the segmentation process, including beliefs about the selection of base variables, the analysis method chosen, the number and composition of segments, the validity of the solution and its stability over time. Techniques for assessing the reliability of the outcome are then reviewed, and we conclude that managers should be more aware of the limitations of segmentation studies.

Consumer loyalty may be defined as a singular concept, usually as an attitude toward the loyalty object or as repeatpatronage behaviour; alternatively, the definition may combine attitude and behaviour in either an additive or an interactive expression. We argue that definitions of loyalty are useful if they predict phenomena such as recommendation, search and retention (loyalty outcomes). In three consumer fields, we find that combination measures of customer loyalty often perform poorly as predictors of loyalty outcomes compared with singular measures since recommendation is predicted by attitude but not by repeat patronage, whereas retention and search behaviour are predicted better by repeat patronage than by attitude. We also find that the prediction of loyalty outcomes is not improved by the inclusion of an interaction term in the model. On this evidence, we argue that combination concepts of loyalty are of limited value. Further, we find that there is no form of loyalty that consistently predicts all the different loyalty outcomes and, therefore, we should abandon the idea of a general concept of loyalty.

Managers' increasing use of sponsorship has not been parallelled by a growth in either their knowledge of evaluation methods or the sophistication of those they employ. Studies documenting management practice have revealed widespread use of informal sponsorship feedback measures and, where more formal measures are used, these relate only indirectly to sponsorship objectives. Given that most marketing actions are undertaken to change, modify or reinforce consumer' behaviour, it is logical to examine whether sponsorship has any behavioural consequences. This paper outlines a choice modelling experiment designed to investigate how sponsorship affected consumers' choice behaviour for two products: milk and bank investments. In both categories, sponsorship had a strong influence on the behaviour of a small group of consumers. However, overall, its influence was slight compared to the other attributes examined, and depended heavily on the cause promoted.

Background: Cigarette butts are ubiquitous litter items, causing major environmental damage and imposing significant clean-up costs. Tobacco companies frame smokers as both the cause of this problem and the source of its solution. However, an extended producer responsibility perspective challenges this view and holds tobacco companies to account for the full life cycle costs of tobacco product waste (TPW). Methods: Using an online cross-sectional survey of 396 New Zealand smokers and 414 non-smokers, we estimated awareness of TPW, attribution of responsibility for TPW and support for interventions to reduce TPW. Descriptive analyses and logistic regression models examined associations between demographic attributes and smoking behaviours, and perceptions of TPW and potential solutions to this problem. Results: Most respondents saw butt litter as toxic to the environment and held smokers primarily responsible for creating TPW. However, when knowledge of butt non-biodegradability increased, so too did the proportion holding tobacco companies responsible for TPW. Changes to product design, fines for littering and expanded smoke-free spaces were considered most likely to reduce TPW. Smokers and non-smokers held different views on measures to address TPW, with smokers favouring more educative approaches and non-smokers more restrictive policies. Conclusions: Strategies to increase awareness of tobacco companies' role in creating TPW could foster political support for producer responsibility measures that require the industry to manage TPW. Nevertheless, policy measures should continue to foster smoking cessation and decrease uptake, as reducing smoking prevalence presents the best long-term solution to addressing TPW.

Das International Social Survey Programme (ISSP) ist ein länderübergreifendes, fortlaufendes Umfrageprogramm, das jährlich Erhebungen zu Themen durchführt, die für die Sozialwissenschaften wichtig sind. Das Programm begann 1984 mit vier Gründungsmitgliedern - Australien, Deutschland, Großbritannien und den Vereinigten Staaten - und ist inzwischen auf fast 50 Mitgliedsländer aus aller Welt angewachsen. Da die Umfragen auf Replikationen ausgelegt sind, können die Daten sowohl für länder- als auch für zeitübergreifende Vergleiche genutzt werden. Jedes ISSP-Modul konzentriert sich auf ein bestimmtes Thema, das in regelmäßigen Zeitabständen wiederholt wird. Details zur Durchführung der nationalen ISSP-Umfragen entnehmen Sie bitte der Dokumentation. Die vorliegende Studie konzentriert sich auf Fragen zu Familie und dem Wandel von Geschlechterrollen.

Das International Social Survey Programme (ISSP) ist ein länderübergreifendes, fortlaufendes Umfrageprogramm, das jährlich Erhebungen zu Themen durchführt, die für die Sozialwissenschaften wichtig sind. Das Programm begann 1984 mit vier Gründungsmitgliedern - Australien, Deutschland, Großbritannien und den Vereinigten Staaten - und ist inzwischen auf fast 50 Mitgliedsländer aus aller Welt angewachsen. Da die Umfragen auf Replikationen ausgelegt sind, können die Daten sowohl für länder- als auch für zeitübergreifende Vergleiche genutzt werden. Jedes ISSP-Modul konzentriert sich auf ein bestimmtes Thema, das in regelmäßigen Zeitabständen wiederholt wird. Details zur Durchführung der nationalen ISSP-Umfragen entnehmen Sie bitte der Dokumentation. Die vorliegende Studie konzentriert sich auf Fragen zu sozialer Ungleichheit.