IDEAS home Printed from https://ideas.repec.org/a/mgs/jibrme/v1y2016i6p17-23.html
   My bibliography  Save this article

Leveraging Brand Loyalty in Service Branding: The Role of Satisfaction

Author

Listed:
  • 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)

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.

Suggested Citation

  • Heang Sotheara & Dr. Zhang Jing & Yen Yat, 2016. "Leveraging Brand Loyalty in Service Branding: The Role of Satisfaction," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 1(6), pages 17-23, September.
    • Handle: RePEc:mgs:jibrme:v:1:y:2016:i:6:p:17-23
    DOI: 10.18775/jibrm.1849-8558.2015.16.3003
    as

    Download full text from publisher

    File URL: http://researchleap.com/wp-content/uploads/2016/09/Leveraging-Brand-Loyalty-in-Service-Branding-The-Role-of-Satisfaction.pdf
    Download Restriction: no
    File URL: http://researchleap.com/leveraging-brand-loyalty-service-branding-role-satisfaction/
    Download Restriction: no
    File URL: https://libkey.io/10.18775/jibrm.1849-8558.2015.16.3003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Perceived Quality; Customer-Brand Relationship; Derived-Positive Experience; Customer Satisfaction.;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mgs:jibrme:v:1:y:2016:i:6:p:17-23. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Bojan Obrenovic (email available below). General contact details of provider: https://researchleap.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.