Investigating the consumer-brand relationships' development for technology-mediated self-services using the relationship commitment paradigm/ created by Apostolos N. Giovanis, Dimitris Zondiros and Petros Tomaras

By:

Giovanis, Apostolos N [author]

Contributor(s):

Material type: Text

TextSeries: International journal of internet marketing and advertising ; Volume 10, number 3Geneva : Inderscience, 2016Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

14775212

Subject(s):

Brand loyalty -- Consumer-brand relationships -- Customer satisfaction

LOC classification:

HF5415.1265

Online resources:

Click here to access online

Abstract: The current study proposes the combination of two well-established theoretical streams of the relationship commitment paradigm: the relationship investment model and the commitment-trust theory to explain brand loyalty of technology-mediated self-services users. Data were collected from a survey of 573 customers of mobile internet service providers and were analysed using PLS. The results indicated that brand loyalty is determined by commitment towards the provider, which, in turn, is influenced by the consumer-brand relationship components of trust, satisfaction, investment size, and quality of alternatives. Finally, both trust and investment size enhance the impact of customer satisfaction on relationship commitment, meaning that satisfied customers have confidence to their providers, and they are willing to invest and become committed to this relationship. Theoretical and managerial implications, limitations and suggestions for further research are provided at the end of the study.

Reviews from LibraryThing.com:

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.1265 INT (Browse shelf(Opens below))	Vol. 10, no.3 (pages 186-206)	Not for loan	For in house use only

Browsing Main Library shelves, Shelving location: - Special Collections Close shelf browser (Hides shelf browser)

Previous	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	Next
Previous	HF5415.1265 INT Reading of online reviews across different product types by Generation Y consumers/	HF5415.1265 INT Follow the leader : understanding young adults' intentions to follow brands on Facebook/	HF5415.1265 INT The effect of nature of online advergames on gamers' ad-persuasion : moderating roles of game-involvement and need for cognition/	HF5415.1265 INT Investigating the consumer-brand relationships' development for technology-mediated self-services using the relationship commitment paradigm/	HF5415.1265 INT Self-authored interest profiles for personalised recommendations/	HF5415.1265 INT Brand followers : motivations and attitudes of consumers to follow brands in social media/	HF5415.1265 INT Customer motives and benefits for participating in online co-creation activities/	Next

The current study proposes the combination of two well-established theoretical streams of the relationship commitment paradigm: the relationship investment model and the commitment-trust theory to explain brand loyalty of technology-mediated self-services users. Data were collected from a survey of 573 customers of mobile internet service providers and were analysed using PLS. The results indicated that brand loyalty is determined by commitment towards the provider, which, in turn, is influenced by the consumer-brand relationship components of trust, satisfaction, investment size, and quality of alternatives. Finally, both trust and investment size enhance the impact of customer satisfaction on relationship commitment, meaning that satisfied customers have confidence to their providers, and they are willing to invest and become committed to this relationship. Theoretical and managerial implications, limitations and suggestions for further research are provided at the end of the study.

There are no comments on this title.

to post a comment.

here