The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image

Published on May 1, 2016in Journal of Retailing and Consumer Services
· DOI :10.1016/J.JRETCONSER.2016.02.002
Munyaradzi W. Nyadzayo10
Estimated H-index: 10
(Swinburne University of Technology),
Saman Khajehzadeh5
Estimated H-index: 5
(Griffith University)
Sources
Abstract
This study examines the mediating role of customer relationship management (CRM) quality to better explain the effects of service evaluation variables (service quality, customer satisfaction and customer value) on customer loyalty. The study also investigates the moderating effect of brand image on these mediated relationships. The mediating role of CRM quality on the relationship between the service evaluation variables and customer loyalty is supported. Further, it is found that the indirect effect of customer satisfaction on customer loyalty via CRM quality is stronger when perceived brand image is high than when it is low. The results have implications for relationship managers, brand managers and scholars who use service evaluation and relational metrics to predict customer loyalty.
📖 Papers frequently viewed together
45.6k Citations
6,219 Citations
36.9k Citations
References74
Newest
#1M.S. Balaji (Taylors University)H-Index: 24
The purpose of this study is to explore the linkages between relationship investment, relationship quality, and loyalty, as well as the moderating role of relational characteristics of age (length of relationship), density (number of unique relational ties), and dependence (extent of dependence on relationship partnership). Based on the interpersonal perspective, this study extends previous research by incorporating relational characteristics in understanding the effects of relationship investme...
48 CitationsSource
#1Paramaporn Thaichon (Swinburne University of Technology)H-Index: 13
#2Antonio Lobo (Swinburne University of Technology)H-Index: 21
Last. Thu Nguyen Quach (Swinburne University of Technology)H-Index: 9
view all 4 authors...
This study examines the relationships among relevant service quality dimensions of Internet service providers (ISP) and their customers’ perceived value, trust and commitment. Data was collected from residential Internet users in Thailand. The final usable sample size was 1507. The analyses include segmenting ISPs’ customers on the basis of their usage pattern and evaluating their perceptions of Internet service quality dimensions. In addition, several alternatives models were compared using str...
61 CitationsSource
Purpose – Limited attention has been given to the effects of normative commitment (NC) in a marketing relationship. This paper investigates the effects of service quality and normative commitment on customer retention in a consumer-retailer relationship. Design/methodology/approach – Two distinct studies; a longitudinal experiment and a SEM model were conducted to tease out the normative commitment-service quality interaction on customer switching intentions in services. Findings – Both studies ...
42 CitationsSource
#1Sara Leroi-Werelds (University of Hasselt)H-Index: 8
#2Sandra Streukens (University of Hasselt)H-Index: 19
Last. Gilbert Swinnen (University of Hasselt)H-Index: 16
view all 4 authors...
Despite the importance of customer value, considerable divergence of opinion exists on how to adequately conceptualize and measure this construct. In this study, four commonly used methods for measuring customer value (i.e., the methods proposed by Dodds et al. (1991), Gale (1994), Holbrook (1999) and Woodruff and Gardial (1996)) are compared. First and foremost, the psychometric properties of the different methods are evaluated. Next, the authors compare the predictive ability of the different ...
122 CitationsSource
#1Markus Blut (Newcastle University)H-Index: 22
#2Sharon E. Beatty (UA: University of Alabama)H-Index: 54
Last. Christian Brock (University of Rostock)H-Index: 12
view all 4 authors...
This research investigates the interrelationship between service characteristics and switching costs and makes two contributions to the service retailing literature: (1) As a means of better understanding the effectiveness of switching costs, the study suggests a two-dimensional typology of switching costs, including internal and external switching costs and (2) it reveals that the effect of these switching costs on customer loyalty is contingent upon four service characteristics (the IHIP chara...
81 CitationsSource
#1Fatma Demirci Orel (Çukurova University)H-Index: 4
#2Ali Kara (College of Business Administration)H-Index: 36
Supermarket shoppers around the world are increasingly encountering and using self-service technologies (SSTs) during their shopping process. The SSTs are mainly offered to reduce retailer costs and enhance customer's experience. Among the many different SSTs available, self-checkout systems (SCS) have become an extremely popular choice of supermarkets around the world. Although some of the main motivations of the supermarkets for offering SCSs are cost cutting, speed, and convenience, supermark...
238 CitationsSource
#1Athanasios Krystallis (AU: Aarhus University)H-Index: 31
#2Polymeros Chrysochou (AU: Aarhus University)H-Index: 19
The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings. Two studies using on-line survey data were conducted in Denmark and Norway in two different service indu...
59 CitationsSource
#1Vikas Kumar (GSU: Georgia State University)H-Index: 64
#2Ilaria Dalla Pozza (GSU: Georgia State University)H-Index: 8
Last. Jaishankar Ganesh (RU: Rutgers University)H-Index: 11
view all 3 authors...
This extensive literature review highlights the state of the art regarding the relationship between customer satisfaction and loyalty, both attitudinal and behavioral. In particular, it brings to light several issues that should be carefully considered in analyzing the efficacy of customer satisfaction in explaining and predicting customer loyalty. In fact, for many years companies all around the world have heavily invested in customer satisfaction in the hope of increasing loyalty, and hence, c...
286 CitationsSource
#1Po-Tsang Chen (MCU: Ming Chuan University)H-Index: 1
#2Hsin-Hui ‘Sunny’ Hu (MCU: Ming Chuan University)H-Index: 1
Service quality, in essence, seeks to measure firm performance along transactional dimensions, whereas relational benefits measure the intangible aspects of relationships, over and above the core elements of the service. Thus, the interaction between the consumer and service provider is ongoing (relational) rather than one-off (transactional). The purpose of this study aims to identify the role of relational benefits between service quality and loyalty. In order to achieve the objective of this ...
55 CitationsSource
#1Andrew F. Hayes (OSU: Ohio State University)H-Index: 56
Part I: Fundamental Concepts. Introduction. A Scientist in Training. Questions of Whether, If, How, and When. Conditional Process Analysis. Correlation, Causality, and Statistical Modeling. Statistical Software. Overview of this Book. Chapter Summary. Simple Linear Regression. Correlation and Prediction. The Simple Linear Regression Equation. Statistical Inference. Assumptions for Interpretation and Statistical Inference. Chapter Summary. Multiple Linear Regression. The Multiple Linear Regressio...
15.5k Citations
Cited By137
Newest
Abstract null null The purpose of this study was to explore the effect of customer relationship management (CRM) dimensions on employee-based brand equity. By looking at the past literature, it can be noticed that the majority of earlier studies on brand equity examined it from customers' perspective, while the employees' perspective received less emphasis. Thus, the required data was obtained using a survey tool from 164 employees in the ride-hailing industry in Saudi Arabia. The obtained data ...
Source
#1Catalin C. Dinulescu (Tarleton State University)H-Index: 1
#2Lucian L. Visinescu (Texas State University)H-Index: 6
Last. Marcos Sivitanides (Texas State University)H-Index: 5
view all 4 authors...
Source
Source
Source
Source
#1Maria PalazzoH-Index: 6
#2Pantea ForoudiH-Index: 18
Last. Maria Antonella FerriH-Index: 2
view all 3 authors...
This paper aims at exploring the relations amongst the concepts of customer relationship management (CRM), convenience, trust, perceived service quality, satisfaction, perceived value, loyalty, image and purchase intention in the hotel sector., The research was conducted using interviews with hospitality managers and guests who had a direct connection with the hotel industry. According to the qualitative study results and literature review, the authors designed a model that was examined via stru...
Source
#1Umme Hani (UOW: University of Wollongong)H-Index: 5
#2Ananda Wickramasinghe (UOW: University of Wollongong)H-Index: 6
Last. Uraiporn Kattiyapornpong (UOW: University of Wollongong)H-Index: 8
view all 3 authors...
Service sectors are the backbone of any economy. Due to the recent pandemic, this sector has been hit the hardest in developing countries. People are becoming unemployed, and the poverty rate is in...
Source
#1Achmad Supriyanto (UM: State University of Malang)H-Index: 4
#2Bambang Budi Wiyono (UM: State University of Malang)H-Index: 6
Last. Burhanuddin Burhanuddin (UM: State University of Malang)H-Index: 4
view all 3 authors...
Service quality and customer satisfaction are parts of factors that influence customer loyalty to bank services. Both are necessary to be fulfilled in order to gain customer loyalty, which in turn ...
Source
#1Nils M. HøgevoldH-Index: 13
#2Göran SvenssonH-Index: 58
Last. Mornay Roberts-LombardH-Index: 12
view all 3 authors...
1 CitationsSource
Abstract null null The research aimed to know the effect of parental leadership represented by (benevolent leadership, moral leadership, and authoritarian leadership) found in the research sample, in the organizational familiarity (employee morale, empowerment, and objective merit), the research relied on the questionnaire as a key instrument to collect the necessary data to meet its goal. As (60) forms were distributed to find the level of availability of parental leadership and organizational ...
Source