EAS Publisher | Customer Advocacy as A Result of the Relationship between Idol Attachment and Customer Loyalty in K-Pop Industry

Customer Advocacy as A Result of the Relationship between Idol Attachment and Customer Loyalty in K-Pop Industry

DOI : https://doi.org/10.36349/EASJEBM.2020.v03i02.014

1548 Downloads 2 Views

In these past years, Korean pop or commonly called as K-Pop becomes the most trending topic in the Internet. Starting from its first presence, K-Pop never subsided reported. As everyone is talking about this genre, K-Pop fans are known as their loyalty. Whereupon, this research examined the factors that driven fans become loyal. Adopted from the previous research, it was found that vanity trait, peer norm and variety seeking were the causes which influenced the loyalty. While in this research, the researcher assessed the possible next stage after loyalty which was customer advocacy. A total of 400 valid questionnaires were analyzed and it was filled in by respondents aged 15 to 24 widely spread in Indonesia. By using the SPPS and AMOS software, this research found that vanity trait and peer norm positively affected the customer loyalty. Afterward, the loyal customer would spread their positive experience to the society and this was called customer advocacy.

TOP EDITORS

Dr. T. Selvankumar
Chief Editor
EAS Journal of Biotechnology and Genetics

Dr. James Kay, PhD
Chief Editor
EAS Journal of Psychology and Behavioural Sciences

Dr. Rejeesh Menon
Chief Editor
EAS Journal of Medicine and Surgery

Dr. S. Jayachandran
Chief Editor
EAS Journal of Dentistry and Oral Medicine

Dr. Md. Habibur Rahman
Chief Editor
EAS Journal of Pharmacy and Pharmacology

Dr. Benard Chemwei, PhD
Chief Editor
East African Scholars Multidisciplinary Bulletin

NFI Joseph Lon
Chief Editor
EAS Journal of Humanities and Cultural Studies

Prof. Dr. Nazir Ahmad Suhail
Chief Editor
East African Scholar Journal of Engineering and Computer Sciences

Dr. Hamid Osman Hamid
Chief Editor
EAS Journals of Radiology and Imaging Technology

Dr. BOUCENNA Mounir
Chief Editor
EAS Journal of Veterinary Medical Science

OPEN ACCESS JOURNALS

Dr. Afroza Begum

Lecturer, Dept. of Pharmacology and Therapeutics, Shaheed Monsur Ali Medical College & Hospital, Uttara, Dhaka-1230, Bangladesh

BEST AUTHOR

Of The Month

TRACK YOUR ARTICLE

Enter the Manuscript Reference Number (MRN)

Get Details