Leveraging Brand Loyalty in Service Branding: The Role of Satisfaction

Heang Sotheara, Dr. Zhang Jing and Yen Yat
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Heang Sotheara: School of Management, Huazhong University of Science and Technology, China
Dr. Zhang Jing: School of Management, Huazhong University of Science and Technology, China
Yen Yat: School of Public Affairs, University of Science and Technology of China, China

Journal of International Business Research and Marketing, 2016, vol. 1, issue 6, 17-23

Abstract: The paper is aimed to explore the impact of perceived quality, customer-brand relationship and derived-positive experience on brand loyalty from consumer banking perspectives. It extends to investigate the mediating effect of customer satisfaction on brand loyalty in service branding. The study provides further insight into the mediating role of customer satisfaction toward brand loyalty giving important theoretical contributions and managerial implications in the marketing domain. The finding confirms significant contributions to perceived quality, customer-brand relationship and derived-positive experience which add extra values to service brand loyalty. The result extends to the mediating role of customer satisfaction confirming partial and full mediation effect that facilitates the value in determining the degree of brand loyalty. The finding suggests practical implication for marketing practitioners to realize every single effort that communicates the values to the customers and only applies the most relevant branding strategies that fit service domains the most.

Keywords: Perceived Quality; Customer-Brand Relationship; Derived-Positive Experience; Customer Satisfaction. (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:1:y:2016:i:6:p:17-23

DOI: 10.18775/jibrm.1849-8558.2015.16.3003

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