Brand Loyalty and Customer Retention: A Case Studyon Bata India Ltd

Arijit Basu*,

Abstract

World today is facing a new period of transition; an evitable change that challenges all conceptsand beliefs of today. Its, “We” who are changing dramatically! The middle class and snobbishthinking are all eradicating, and the most affected sector due to this is the “Organized retailsector”. Organized retail is growing at a rapid pace in India. Although Indian market is very largeand seems promising, but organized retailers are finding it tough to be profitable. Somehow orthe other they are not getting their basics correct. They often tend to forget “it costs five timesmore to attract a new customer than to retain one”. In the age of – integrated marketingcommunications, relationship marketing and branding every transaction; “Life Style Retailing” isthe new concept. With open economy in full action, Indian soil is full of opportunities andcompetition keeps on increasing. This study focuses on finding out the most innate relationshipbetween “Customer Retention and Brand Loyalty”. Hence the plot weaves the relationshipbetween “Factors that influence customers intention to continue purchasing from a particularorganization” and “psychology that conceptualizes human personality and emotionally makesone brand loyal”. All this takes place with the backdrop of a very popular multinational footwearbrand. Here footwear is considered to ascertain the topic’s homogeneity in terms of – new to thisgenre, for this subject is never exploited in the findings of footwear industry before anywhere inthe world.

Keywords: Brand Loyalty, Customer Retention, Excitement, Loyalty Incentives, CustomerEmpowerment.

Arijit Basu*,

Email id: arijit_bs@yahoo.co.in, PGDM, Regional College of Management Autonomous, Bhubaneswar

Introduction

Brand differentiation is now becoming an important tactic for combating competition in thehostile marketplace. A viable solution for establishing the distinctiveness of a brand is throughbrand personality. Attaching personalities to brands contributes to a differentiating brandidentity, which can make brands more desirable to the consumer. Jennifer Aaker developed aspecialized brand personality scale, the five dimensions of the scale being sincerity, excitement,competence, sophistication, and ruggedness.

In this empirical study, an attempt is made to understand the relationship between brandpersonality dimensions and brand loyalty. A popular clothing brand in India is examined to testthe impact of its brand personality dimensions on brand loyalty.

“It is said to costs five times more to attract a new customer than to retain one”

Retention is clearly action-oriented. Yet most customers’ service management and customerservice measurement, no matter how comprehensive is constructed around achieving the highestlevels of satisfaction, not retention.

So, in this study, an attempt is made to study the importance of customer retention management.

Structure of World Footwear Industry: Global Consumption.It is axiomatic to say globally, the footwear industry has an expanding market. World

population increasing, living standards getting elevated, rapid urbanization becoming the demanddriver of the footwear industry.

GLOBAL FOOTWEAR CONSUMPTIONTable 1

Region Millions of Pairs % of TotalChina 2,768 22.20Asia (excluding China) 2,706 21.70Europe (all) 2,544 20.40North and Central America 2,381 19.10Middle East, Africa,Oceania

1,172 9.40

South America 898 7.20Total 12,469 100

Bata as a Brand

The Bata Shoe Organisation was founded in August 1894 by, Tomas Bata, in Zlin, a small townin the erstwhile nation of Czechoslovakia.

In less than two decades, this company was identified in expertise in massmanufacturing of footwear

Today, it is the undisputed global leader in the footwear industry with its productshaving a significant share in the World Shoe Market.

In January 1934 it acquired a plot of 155 acres from the Calcutta Port Trust andfrom adjacent landowners.

Bata India Limited has established itself as one of Asia’s largest footwear retailer.

It has cornered a 35% market share in the organized sector and 8.5% of the totalfootwear market.

About 95% of the company’s revenue came from domestic sales and the rest fromexports.

Bata India currently sells over 45 million pairs of shoes every year and has anannual sales turnover of more than Rs 800 crore (U.S $ 180 million.)

In Bata, new collections and designs are built regularly with a focus on global, regional andlocal fashion trends. The emphasis is on introducing exciting products, which are comfortable,competitively priced and provide customers “Value for Money”.

LITERATURE REVIEW

Organized retailers have of late realized the potential of customer retention and targeting thequality conscious and convenience-seeking people. These customers have more disposableincome, and seeking greater convenience, better service, wider assortment and most importantly– all of these at competitive prices. As a result, various organized retailers are following the suitof diversification, uniqueness and strategies to gain a competitive edge by skillfully managingtheir POD and POP.

According to study of Telang et al. (2007) they found out that convenience, enjoyment and priceare the three important factors that motivate customers to purchase from an organized retailstore. Convenience is defined as a customer’s perception of savings in time and effort, related totransactions with a vendor ( Berry et al 2002). Enjoyment is defined as the extent to which theactivity of purchasing from an organized retail store is perceived to be enjoyable in its own right.It encompasses loyalty incentives and henceforth determines the continuous purchasing

intention. Perceived price is defined as a customer’s subjective perception of the observed price,compared to the reference price.

To examine how the relationship between brand and human personality may drive preference,Aaker (1997) indicates that two types of brand personality scales can be used. The first type is adhoc scales, typically composed of a set of traits ranging from 20 to 300 in number. However,though useful, these scales tend not to be theoretical in nature often having been developed forthe purposes of a specific research study. As a result, key traits may be missing from such scales.Furthermore, the traits that are selected often are chosen arbitrarily, which casts doubt upon thescales’ reliability and validity. The second type of brand personality scales are those that aremore theoretical in nature, but are based on human personality scales that have not beenvalidated in the context of brands (e.g., Bellenger et al., 1976; Dolich, 1969 as cited in Aaker,1997). Some dimensions (or factors) of human personality may be mirrored in brands whilstothers might not. As a result, the validity of such brand personality scales often is questionable,leading researchers to argue that “if unequivocal results are to emerge (in the literature on thesymbolic used of brands) consumer behaviour researchers must develop their own definitionsand design their own instruments to measure the personality variables that go into the purchasedecision” (italics in original, Kassarjian 1971). It was against this setting that Aaker (1997)developed a brand personality scale by isolating these distinct dimensions, further treating brandpersonality as a ‘unidimensional construct’ and demonstrating how different types of brandpersonalities can be distinguished. This has resulted in the perception that there are multipleways in which the brand personality constructs can influence a consumer’s preference, and hasprovided investigators with tools so that these may be better understood

Brand

Brand is well associated with the word “Brand Equity” today. Brand is nothing, but the valueadded on products and services – reflected in a way that consumers think, feel, and act withrespect to the brand. Consists of – a name, term, symbol, or design or group of them to give thema uniqueness in status and differentiating from the competitors.

Research MethodologyThe survey method was used for this study. The data was collected from 12 retail stores of Batalocated throughout Kolkata City. From the 12 Flagship Stores of Bata which we have visited thefollowing qualitative Analysis can be done on the pretext of Customer Interviews and StoreManager’s view points.

BRAND LOYALTY

The success of most business is dependant on creation of loyal customers. Selling to brand loyalcustomers is far less costly than creating new customers because finding a customer in a firstplace is a costly affair whereas loyal customers can act as ambassadors for the company by the“word of mouth” system. There is a strong correlation between “likely to recommend” and“customer loyalty” towards the brand. There can be no greater measure of loyalty than a satisfiedcustomer who says “I strongly recommend you to buy this brand”. In addition brand loyaltyprovides firms with strong competitive weapons. Brand loyal consumers are less price sensitive.Loyalty reduces sensitivity of consumers to marketplace offerings, which gives the firm time torespond to competitive moves (Aaker 1991).

PARAMETERS TO MEASURE BRAND LOYALTY:-

Sincerity: It is defined as genuine, fully oriented and committedness and trustworthiness. Thisrelationship is similar to one that exists between a teacher and his sincere student. If anindividual feels the brand is tailor-made to suit his/her personality and is satisfied by theperformance of the same the individual becomes loyal to the brand.

Hypothesis 1 (H1): “Sincerity”- the brand personality parameter lead to Brand Loyalty.

Excitement: Excitement refers to free-spirited, young, enthusiastic attitude and outgoingpersonality. If an individual associate himself/herself with such characteristics then he/she willassociate with such brands that will fulfill such characteristic.

Hypothesis 2 (H 2): “Excitement”- the brand personality parameter lead to Brand Loyalty.

Competence: It manifests the expertise power of the individuals’ personality. If an individual iscompetent, people rely on him/her on the basis of his/her competence.

Hypothesis 3 (H 3): “Competence”- brand personality parameter will lead to brand loyalty.

Relationship Length: Loyalty grows over time, as the customer gets familiar with the product. Thecustomer would have got positive experiences with the product, which might also be the reasonwhy the customer buys the product again. If the customer’s relationship length is higher, it showsthat the customer is loyal. Hence, length of relationship will also have impact on brand loyalty

Hypothesis 4 (H 4): Relationship Length will increase brand loyalty.

CUSTOMER RETENTION

Why customers are more important for any business over a period of time? There are numberof reasons for this. To begin with, to acquire a customer a company incurs promotional costslike advertising, sales promotion etc. It is said that “it costs five times more to attract a newcustomer than retaining one”. The operating cost decreases when a customer stays. Servicesbeing rich in experience and credence qualities, it takes some time for customers to get

accustomed to it and once they are used to the product and are satisfied with the serviceprovider ,they tend to purchase more over a period of time.

Considering the importance of retaining customers in footwear business, Reichheld & Sassercoined a term ‘Zero Defection’. They highlighted that companies can boost profits by almost100% by retaining just 5% more of their customers. Further, it is also very important tounderstand the life time value of a customer. Further, if by a positive word of mouth, hebrings just one more customer to the organization, his value to the organization doubles.Therefore, it is important for all the employees in the organization to understand the life timevalue of their customers. Once they understand it, they will treat the customer accordingly andwill focus on building relationship with the very people who keep them in business.

PARAMETERS TO MEASURE CUSTOMER RETENTION PHILOSOPHY:-

Continuance Intention: The basic motive of a rational customer is to seek benefits frompurchase of a particular product. If he/she is particularly satisfied with the experience with theproduct; then there is basically a point of trust established. Hence he continues to satisfy thatparticular need of that particular product from that organization only.

Hypothesis 5 (H 5): Continued patronage leads to customer retention.

Loyalty Incentives: Loyalty incentives or “Customer Based Relation Maintenance” is thenew mantra of today’s retail marketing. Considering factors like – Product Life Cycle,Competition, Sales Maximization etc. forces organized retail sector to allow attractivediscounts to attract all kinds of customers. Like Pantaloons, “Green Card” concept andSreeleathers, “Bonus Points for Rewards” not only helps to make or attract new and oldcustomers but also have a valuable customer data base; that helps an organization to learnabout customer demographics and changes over time.

Hypothesis 6 (H 6) : Loyalty incentives are positively related to customer retention strategy.

Value for Price: Customers prefer to conduct such transactions with vendors whose productsoffer maximum value. Customers evaluate different prospects based on the value of eachprospect. Particularly, they weigh the value of each purchase in order to continue purchasingfrom a particular vendor. Empirical results (e.g.; Zeithaml, 1988; and Dodds et al., 1991) alsosupport the view that “Perceived value leads to customer intention to continue purchasing froman organized footwear manufacturer.

Hypothesis 7 ( H7 ): Perceived value positively influences customer intention to continue purchasingfrom organized retail stores.

Convenience: Convenience is defined as a customer’s perception of savings in time and effortrelated to transactions with a vendor (Berry,2002). Convenience is one of the most importantbenefits of shopping from an organized retail store (Telang ;2007). It finally helps in properutilization of mental and physical energy expended in buying. Hence all these factors togetherincrease value in purchasing from an organized store.

Hypothesis 8 (H 8): Convenience positively influences customer intention in purchasing from particularvendor.

Hence, these are the important factors considered in the study. The hypothesis is aptly defined wherewe wish to prove that :- “Brand Loyalty incremental strategies helps in customer retention / Customerretention management increases brand loyalty”.

Research Model – Hypothesis Flow Chart

Thus, this is how we formulate our goal – which we prove by both qualitative andquantitative findings.

CUSTOMER RETENTION &

BRAND LOYALTY are

INTERLINKED

BRAND LOYALTYPARAMETERS

SINCERETY

( Quality. Comfort. Lasting).

EXCITEMENT

( Affordable. Stylish. SpecialOccassions. Accesssories.

Fashionable.)

COMPETENCY.

( Elated. Reliability.Faithfullness. Durability.)

RELATIONSHIP LENGTH.

( Personality. Satisfaction.Innovation. Location.

Refferable.)

CUSTOMER RETENTIONPARAMETERS

CONTINUANCEINTENTION.

( Purchase continuance.Discontinunance. )

LOYALTY INCENTIVES.

( Incentives. Rewards. )

PERCEIVED VALUE FORPRICE.

( Time. Expectations.Costs.)

CONVENIANCE.

( Time. Efforts & Gains.Hassle.)

Data CollectionThe empirical data was collected from Flagship store over a week. With due permission fromthe owners of the store, the data was collected through mall intercept survey method. Wecollected 210 valid responses via the questionnaire survey. For this specific study aQuestionnaire was designed which would fulfill the criterion required for our study. Thequestionnaire was a Personally Administered Questionnaire. The Questionnaire was designedto study the Brand Loyalty and Customer Retention Management of Bata India Limited. Thetable shows the demographic characteristics of the customers.

Questions included in the Questionnaire are closed-ended questions. The entire questionnairewas designed with the aid of a 5 scale method to suit the statistical analysis used in the project.

Thus these were the findings from the 12 store visit in Kolkata for the qualitative analysis ofthe topic. These are the suggestions and findings from the “Customer” survey conducted throughspecific questionnaire.

Quantitative AnalysisThis part of the research deals with the questionnaire analysis through SPSS 17.0. The samplesize collected for the study is 210. Further study reveals the characteristics of the consumerpsychology.

Descriptive Analysis

This study is carried out to find whether the data is normally distributed or not. This is carriedout with the help of “Frequency Study”.

Table 2 : Characteristics of Respondents

Particulars Frequency PercentGender

Male 132 62.90Female 78 37.10

Age

0 – 20 18 8.60

20 – 30 162 77.10

30 - 40 15 7.10

41 and above 15 7.10Education

No formal Education 9 4.30

Matriculate 3 1.40

College level 84 40.00

Post graduate 75 35.70

Professional education 39 18.60

Marital Status

Married 39 18.60

Single 171 81.40Family Size

0-3 66 31.40

4-6 108 51.40

6-10 30 14.30

10 & above 6 2.90Monthly Income

Less than Rs 10000 60 28.60

Rs 10000 - 15000 99 47.10

15000 - 20000 36 17.10

More than 25000 15 07.10

OccupationStudent 102 48.60

Service 90 42.90

Business 3 1.40

Others 15 7.1

Here we have our vital frequency distribution – showing all vital information required for thestatistical analysis.

Reliability Analysis

The reliability of each scale was assed via ‘item to total correlation (a method used to understandthe reliability of a particular measure wherein the responses of individual item in the measureand the sum total of the responses of all the items in the same measure are tested for correlation)and Cronbach coefficient alpha. The results of the reliability analysis are as follows:-

Table 3 : Reliability Analysis Results.

Scale Items Items toTotal

Correlation

Scale mean Scalevariance

CronbachAlpha

Sincerity QualityComfortLasting

0.6040.6560.435

7.367.377.36

2.6423.1343.102

0.5820.5510.792

Excitement AffordableStylishOccasionAccessories

0.2250.6110.5770.612

11.6611.9011.9111.73

11.2798.8189.2949.242

0.7930.6570.6730.661

Fashion 0.543 11.89 8.800 0.684Competency Elated

ReliableFaithfulDurability

0.3960.7290.7470.581

11.6610.8110.9111.06

6.2845.5204.8734.906

0.8310.6870.6600.756

RelationshipLength

PersonalitySatisfactionInnovationPrefferedLocationReffered

0.3300.4600.3400.4970.3710.570

17.1616.8117.2917.1117.1417.27

10.09510.22910.4839.518

10.6309.041

0.6890.6440.6810.6290.6700.602

ContinuanceIntention

ContinueDiscontinue

- 0.521-0.521

3.013.07

0.8181.014

**

LoyaltyIncentives

IncentivesPatronage

0.3060.306

2.542.97

0.8240.975

**

PerceivedValue forPrice

Time worthValueCost

-0.2640.151-0.196

6.205.965.87

1.7970.9891.692

0.269-1.402 *

0.025Convenience Save Time

Effort/GainsHassle

0.6400.5610.664

6.346.226.30

2.5912.9162.575

0.6850.7680.658

All the scales having passed the CRONBACH Alpha test except two scales – “ContinuanceIntention” & “Loyalty Incentives”. This means that these parameters are somehow failing tosupport the reliability of “CUSTOMER RETENTION”. It is evident that with changing customermindset both “Continuance Intention” & “Loyalty Incentives” should be properly defined.

Factor Analysis

All the items of all the measures were factor analyzed together to test convergent anddiscriminate validity of the measures. The items were subjected to principal component analysis(with Varimax Rotation). The factor loading represented the correlation between the items withthe construct (Hair et al, 1992). In component analysis, only the factor having Eigen valuesgreater than 1 was considered significant (Hair et al, 1992). A minimum value of 0.50 was usedto indicate the loading of any factor. The results of factor analysis are presented here:-

Before doing a Factor Analysis; one must test the total variables considered through a K.M.O.test. This test shows us whether we have data adequacy for factor analysis or not. i.e whetherfactor analysis is possible or not. Again we also take into account the Bartlette’s Test forSphericity. This studies about the sample adequacy.The results for this test are as follows:-

The K.M.O value of 0.708indicates that the condition is“good” for further tests to becarried out.Now we have theSCREE PLOT showing the Eigenvalues according to the

Components that are being considered for the Factor Analysis :-

Table 4 : KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .708

Bartlett's Test of Sphericity Approx. Chi-Square 3.517E3

df 406

Sig. .000

Table 5: Factor Analysis – Rotated Component Matrix.

Component

1 2 3 4 5 6 7 8 9

Monthly Income .053 .109 .111 -.160 .050 -.083 .165 .723 -.067

Quality .137 .064 .830 .189 .120 .196 .053 .185 -.012

Comfort .358 .101 .731 .101 .024 .131 -.040 .145 .082

Lasting more than

others

.519 -.091 .195 .204 -.126 .488 .064 .130 .067

Affordability .069 .065 .056 .097 .257 .032 .062 -.018 .821Stylish .102 .706 .142 .254 -.077 -.207 .058 -.154 .210

Special Occasions .224 .743 -.107 -.112 .310 .041 .052 -.083 .096

Accessories -.013 .586 .005 .401 .167 -.086 .225 .175 .312

Latest Fashion -.008 .799 .333 .001 .210 .000 .010 .139 -.186

Elated .233 .184 .373 .085 -.077 .000 .704 .056 -.011

Reliability .737 .021 .219 .301 .147 -.081 .160 .165 .083

Faithfulness .868 .051 .173 .098 .193 -.153 .062 -.047 .034

The above results of factor analysis shows the entire variables we have used for studying brandloyalty and customer retention is reduced to nine factors. Which have been extracted by PrincipalComponent Analysis. The same is shown by scree plot.

Customer Retention in Footwear IndustryCustomer Consulting:-

Customer consulting is becoming an indispensable factor in today’s stiff competitive world.Customer consulting refers to data, information systems and advice services that seller offer tobuyers.

Bata being a footwear company should use the customer consulting process to give a personal touchto customers by answering their queries and informing them about the pros and cons about theproduct they wish to purchase.

Customer Empowerment:-

Customers are becoming more sophisticated with their purchase and services. Customers should bemade to feel special .Their complaints and grievances are to be attended by the company withoutmuch delay. 90 percent of dissatisfied customers report they share their story with friends.

Durability .758 .068 .152 .021 .006 .236 .189 -.117 -.189

Depicts personality .191 .088 .597 -.085 .235 -.042 .416 -.271 -.083

Satisfaction .751 .151 .060 .291 .077 .000 .000 .173 .138

Innovative -.013 .719 .067 .181 -.257 .239 .167 .268 -.052

Highly Preferred .068 .430 .438 .041 .228 -.003 .074 .330 .222

Location .183 .213 -.172 -.019 .404 .173 .704 .112 .100

Highly Referred .414 .346 .232 .367 .159 -.039 .143 .243 -.149

Continue Bata .230 .312 .544 .504 -.093 .166 -.027 .100 .192

Discontinue Bata -.215 -.024 -.146 -.721 .053 -.174 -.041 -.154 -.192

Incentives -.052 -.027 .137 .040 .139 .849 .078 -.028 .037

Reward for patronage -.171 .267 .072 -.322 -.023 .343 -.325 -.254 .472

Time worthy -.236 -.086 .022 -.660 -.215 .061 .076 .205 .049

Value worthy .216 .084 .235 .172 .036 .378 -.314 .601 .019

Cost worthy .216 .199 .206 .574 .224 .093 .068 -.216 -.161

Time saving .125 -.035 .053 -.010 .825 .094 .199 .045 .128

Minimum efforts .091 .325 .213 .112 .627 .382 -.143 .100 .083

Minimum hassle .102 .154 .130 .390 .752 -.144 .026 -.010 .131

Rotation Method – Verimax with Kaiser Normalization.

Extraction Method – Principal Component Analysis.

Hypothesis Testing

Brand Personality

Table 5 provides the results of hypotheses H1, H2, H3, and H4. All these hypotheses were tested usingmultiple regression with the help of SPSS 17.0. If the company promotes these personalities in theiradvertisement campaigns, they will lead to loyal customers. There were other factors which werealso considered during the study like sincerity, excitement, ruggedness and length of relationship,which have positive impact on brand loyalty. All these hypotheses were tested using multipleregressions with the help of SPSS 17.0.

Table 5 provides the results of hypotheses H1, H2, H3, H4 .These hypotheses indicate how brandpersonalities and length of relationship can lead to brand loyalty. The results of hypothesis H5, H6,H7 and H8 studies about customer retention.

Hypothesis Testing

Table 5: Results of Hypothesis Testing

Hypotheses IndependentVariable

P Value F Value HypothesesSupported

H1 Sincerity 0.139 1.639 YES

H2 Excitement 0.374 1.068 YES

H3 Competency 0.007* 3.686 NO

H4 Length ofRelationship

0.098 2.130 YES

H5 ContinuanceIntention

0.09 1.234 YES

H6 LoyaltyIncentives

0.003 1.038 NO

H7 Value for Price 0.123 2.315 YES

H8 Convenience 0.456 2.345 YES

Conclusion and Suggestions:

In this study, we examined the factors that influence Brand Loyalty and Customer Retention – andhow they are interlinked with each other. This study examined the factors, which will lead thecustomers to brand loyalty. A survey was conducted in Bhubaneswar city. The survey was aimed atknowing the Brand personality lead to Brand loyalty of the customers.

Trends come and go in the ever-changing world of fashion. Staying in touch with the latest andstriving to keep at the forefront is one way of staying ahead in this competitive field. Clothing is oneform of self-expression. The brand Personality that a company has plays a very important role andto some extent it also leads to customer loyalty. From this research it is found that the companyhaving a brand image of sincerity, excitement, ruggedness and length of relationship. Thus, acompany should think of enhance its sincerity, excitement, ruggedness and length of relationshippersonalities in the forefront.

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