m15 2nd - Loyalty and or disloyalty to a search engine the case of young Millennials Cleopatra Veloutsou University of Glasgow Business School

m15 2nd - Loyalty and or disloyalty to a search engine the...

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Loyalty and or disloyalty to a search engine: the case of young Millennials Cleopatra Veloutsou University of Glasgow Business School, University of Glasgow, Glasgow, UK, and Alan McAlonan ASG Consulting (International) Ltd, Paisley, UK Abstract Purpose – The purpose of this paper is to examine the antecedents of online loyalty and disloyalty in search engine usage by young Millennials. Design/methodology/approach – Data were collected from 495 pupils between the ages of 14 to 17 years old. Findings – The attitude towards computers is not influencing brand loyalty. The main predictors of brand loyalty are the emotional link that users develop with the search engine, the attitude towards said engine, and in particular the perceived quality of results. The best predictors of disloyalty are the level of two-way communication, the lack of satisfaction as well as the involvement of the user with computers, while the actual perceived characteristics of the search engine are not predicting disloyalty. Research limitations/implications – Since the data were collected from one school in the UK only, the teenage internet users in the study’s sample are likely to come from families with a similar profile. For further research a sample drawn from other areas, therefore, more representative of the make- up of the population in the UK would be interesting. Originality/value – Given the importance of teenage users and their expected long-term value as internet users, this paper is contributing to the literature by understanding some of the key drivers of their loyalty and disloyalty. Keywords Brand attitude, Brand relationship, Young Millennials, Loyalty, Disloyalty, Internet, Search engines Paper type Research paper An executive summary for managers and executive readers can be found at the of this article. Introduction The expansion of the internet is influencing the manner in which both traditional offline and internet based firms should manage their brands (Christodoulides, 2009). Personal computer usage continues to escalate on a global scale and the UK is not an exception. In quarter one of 2011 the majority of people in all age groups, apart from the group of adults aged 75 or more, had used the internet (The Office of National Statistics, 2011). Around 73 per cent of the households in the UK have access to the internet, 31 per cent of the internet users are accessing it through their mobile phone, while an impressive 98 per cent of those with income over 41,000 have access to the internet (The Office of National Statistics, 2011). The barriers to get on line are constantly reduced in the UK for all social groups (The Office of National Statistics, 2006, 2007, 2011). Given the number of people using the internet and its expansion in the last 15 years, securing loyal customers to their on-line pages is a key factor for the long term prosperity of internet based firms.
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