Satisfaction Strength and Customer Loyalty

Chandrashekaran, Murali; Rotte, Kristin; Tax, Stephen S.; Grewal, Rajdeep

doi:10.1509/jmkr.44.1.153

Cited by 265 publications

(245 citation statements)

References 20 publications

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“…The findings are similar and support Cronin and Taylor's (1992) findings and more recently Chandrashekaran et al (2007) in the long-standing belief that an improvement in the quality of a service encounter leads to an increase in satisfaction, which in turn leads directly to favourable outcomes and thus increased loyalty. This study provides evidence of the direct effect of service quality and satisfaction on repatronage intention as suggested by the literature with satisfaction emerging as a stronger predictor of repatronage intentions in a low cost setting.…”

Section: Conclusion and Recommendationssupporting

confidence: 86%

Low-Cost Airlines—A New Customer Relationship? An Analysis of Service Quality, Service Satisfaction, and Customer Loyalty in a Low-Cost Setting

Curry

Gao

2012

Services Marketing Quarterly

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ABSTRACT. Many organizations are now paying close attention in evaluating and implementing marketing strategies with the specific aim of improving customer retention. While extensive literature has focused on the link between service quality, satisfaction, and loyalty, little research has been conducted on examining these three constructs in the context of low cost airlines. Using questionnaire data collected at two European airports, the results suggest that though both the service quality and customer satisfaction have positive influence on repurchase intentions, customer satisfaction is a much stronger driver in influencing repurchase loyalty than service quality, which implies that these constructs interact in a different manner in a low cost setting.

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Section: Conclusion and Recommendationssupporting

confidence: 86%

Low-Cost Airlines—A New Customer Relationship? An Analysis of Service Quality, Service Satisfaction, and Customer Loyalty in a Low-Cost Setting

Curry

Gao

2012

Services Marketing Quarterly

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“…To interpret the results in table 4, we used an approach that is used extensively in the management literature to explain results of moderation (Ranaweera and Rrabhu, 2003;Aydin et al, 2005;Fedon et al, 2006;Chandrashekaran et al, 2007) (table 6). However, in a closer look at the results, it becomes clear that this support is only partial.…”

Section: Resultsmentioning

confidence: 99%

Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

Veloutsou

2015

Journal of Consumer Marketing

217

162

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She has been the Conference Chair and has been a member of the Organising Committee for a number of International Academics Conferences, she has been awarded the Highly Commended Award for her paper published in the European Journal of Marketing in 2005 and she has worked on ESCR sponsored research on consumer Brand Equity. Brand Evaluation, Satisfaction and Trust as Predictors of Brand Loyalty: The MediatorModerator effect of Brand Relationships AbstractPurpose -Research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, consumers do not see brands only as transaction facilitators, but as relationship partners. The exploration of the role of brands in the development of bonds with consumers is still limited. This paper examines whether the strength of positive brand relationship can mediate between; trust, satisfaction, attitude towards the brand and loyalty or moderates the link between these variables.Design/methodology/approach -Data were collected from 189 women who are using lipstick in Glasgow Scotland. Respondents were asked to answer a questionnaire having in mind their preferred brand.Findings -The findings revealed that the strength of the consumer brand relationship is a very strong predictor of brand loyalty. They also suggested that brand relationship does not moderate the relationship between brand trust, satisfaction and brand loyalty, but it mediates the link amongst these constructs.Research limitations/implications -One product category was examined. The data were collected from females in a big city with non probabilistic sampling. Most of the respondents were younger consumers, who may have different behavior than older consumers.Practical implications -Managers who want to build loyal consumers need to appreciate the importance of consumer engagement with their brand through positive brand relationships. Therefore, they need to try to develop brand identities and project brand images that will make the brands look as appealing to the consumers as relationship partners.Originality/value -This paper is adding to the limited literature on brand engagement and brand relationships from a quantitative perspective and is contributing in theory building, since there is no clear theoretical view on whether the brand relationship has a direct effect, mediates or moderates the link between these variables.

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“…In Study 6, we focus on two key behavioral outcomes-customer satisfaction and loyalty (Chandrashekaran et al 2007;Oliver 1993). On the basis of prior consumer research, we expect that brand experience affects these behavioral outcomes through a direct and indirect route (Chaiken, Liberman, and Eagly 1989;Petty and Cacioppo 1986).…”

Section: Study 6: Using Brand Experience To Predict Consumer Behaviormentioning

confidence: 99%

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

Brakus

Schmitt

Zarantonello

2009

Journal of Marketing

2,043

2,705

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Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations. However, a conceptualization and scale for measuring brand experiences has not yet been developed. In addition, research has studied contexts in which specific product and service experiences arise (Arnould, Price, and Zinkhan 2002). However, research has largely ignored the exact nature and dimensional structure of brand experiences.Notably, brand experience has attracted a lot of attention in marketing practice. Marketing practitioners have come to realize that understanding how consumers experience brands is critical for developing marketing strategies for goods and services. Many trade writings have appeared that present useful concepts as well as some ad hoc experience measurements (Chattopadhyay and Laborie 2005;Pine and Gilmore 1999;Schmitt 1999Schmitt , 2003Shaw and Ivens 2002;Smith and Wheeler 2002).In this article, we present both a conceptual analysis of brand experience and a brand experience scale. As with other brand research, the development of a brand experience scale must go hand-in-hand with conceptual development of the construct itself. We need to identify the underlying dimensions of brand experience (analogous to the "Big Five" dimensions of brand personality or the dimensions of affection, connection, and passion that make up brand attachment) and develop a scale that can measure the strength with which a brand evokes each experience dimension. However, the experience construct is not as clearly associated with one particular basic discipline (e.g., psychology) as other brand constructs are. For example, brand personality and brand attachment have been defined on the basis of equivalent concepts in personality and developmental psychology; as a result, the development of scale items was relatively straightforward. In contrast, writing on experience can be found in a wide range of fields, including marketing, philosophy, cognitive science, and management practice. Therefore, we must clearly conceptualize our construct and develop scale items based on this conceptualization.To define and conceptualize the brand experience construct, we begin with a review of consumer and marketing research, which examines when experiences occur and how they affect judgments, attitudes, and other aspects of consumer behavior. Next, we review the literature in philosophy, cognitiv...

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Satisfaction Strength and Customer Loyalty

Cited by 265 publications

References 20 publications

Low-Cost Airlines—A New Customer Relationship? An Analysis of Service Quality, Service Satisfaction, and Customer Loyalty in a Low-Cost Setting

Low-Cost Airlines—A New Customer Relationship? An Analysis of Service Quality, Service Satisfaction, and Customer Loyalty in a Low-Cost Setting

Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

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