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Role of customer orientation in an integrative model of brand loyalty in services

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  • Hong-Youl Ha
  • Joby John

Abstract

This study attempts to model the development of brand loyalty by examining the simultaneous effects of customer orientation, perceived quality, brand associations, and satisfaction on brand loyalty. Data are used from retail banking and discount store retailing services to examine the direct and indirect effects of customer perceptions of customer orientation and quality on brand loyalty. It was found that customer orientation has a direct effect on brand loyalty and indirect effects through customer satisfaction, perceived quality, and brand associations as mediators. Further, perceived quality has a direct effect on brand loyalty as well as an indirect effect with satisfaction as a mediator. The results suggest that effective management of brand loyalty would require tracking of customer perceptions of a firm's customer orientation, quality and brand, in addition to measuring customer satisfaction.

Suggested Citation

  • Hong-Youl Ha & Joby John, 2008. "Role of customer orientation in an integrative model of brand loyalty in services," The Service Industries Journal, Taylor & Francis Journals, vol. 30(7), pages 1025-1046, June.
    • Handle: RePEc:taf:servic:v:30:y:2008:i:7:p:1025-1046
    DOI: 10.1080/02642060802311252
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