The mediating impact of customer satisfaction in relation of brand equity and brand loyalty

Abstract

Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

How Perceived Usefulness and Perceived Ease of Use Affecting Intent to Repurchase?

“…Previous studies conducted by both (Kataria and Saini, 2019) in India and (Han et al, 2020) in South Korea had concluded that Customer Satisfaction had a positive impact toward Consumers' Intention to Re-Visit the same shop or company in the future time. Similarly, another studes conducted by (Brakus et al, 2009) and (Boenigk and Helmig, 2013) had found that satisfaction positively affected customer's intention to re-buy the product from the same organization, which also indicate that customer's level of loyalty will increase as their level of satisfaction toward the company strengthened.…”

Repurchase Intention among Mobile Shoppers with Mediating Effect of Satisfaction on Mobile Shopping

“…They highlighted that perceived value occurred by the customer judgement after the service providing process that lead to customer satisfaction. In addition, researchers also found that perceived value are positively contributes and improves consumer satisfaction in oral care sector (Kataria & Saini, 2019). This previous study found that perceived value is an indicator to determine customer satisfaction.…”

“…This study highlights that there is still a gap in understanding the perceived value especially in the context of mobile shopping. Several researchers agreed that perceived value has a significant influence on customer satisfaction because the company that delivers high quality services at reasonable prices, able to satisfy customer needs better (Kataria & Saini 2019;Han et al, 2018;Gan & Wang, 2017). Han et al, (2018) and Gan and Wang (2017) explored the effects of the perceived value on customer satisfaction.…”

“…CS is an affective psychological process rather than only a cognitive process alone (Kataria & Saini, 2019). It is recognised to be an essential factor that affects foster long lasting relationships between the consumer and seller, and further generates outcome consumer behaviour (Pham & Ahammad, 2017).…”

“…There are some discussions regarding the concept of CS in the existing literature. The concept of CS has been developed by the literature in different contexts such as banking (Boonlertvanich, 2019), hospitality (Shahzadi et al, 2018), oral care (Kataria & Saini, 2019), online shopping (Trivedi & Yadav, 2018) and mobile shopping (Thakur, 2018). Anderson and Srinivasan (2003) define customer satisfaction as "the customer's happiness with about his or her prior purchasing experience with the websites".…”