Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty

dc.contributor.authorShirin, Artyom
dc.contributor.authorPuth, Gustav
dc.contributor.emailgustav.puth@up.ac.za.en_US
dc.date.accessioned2012-04-24T08:47:48Z
dc.date.available2012-04-24T08:47:48Z
dc.date.issued2011-11-30
dc.description.abstractLoyalty is without doubt a crucial construct in marketing and has major implications for any businesses, since in the modern world it is not sufficient to merely attract new customers – retention and re-purchase is a key component of success. One of the most common determinants of loyalty is customer satisfaction and although it plays a major role, there are other variables, especially intrinsic to the consumer, which also affect loyalty and repurchase behaviour. This paper shows that customer loyalty can be explained by customer satisfaction, perceived value, trust and variety seeking, and shows the direct and indirect effects among those constructs and other constructs. The model suggested by this study may be seen as an extension of the American/European customer satisfaction index (CSI) model. Within the limitations of the study, the theoretical and managerial implications of these findings are discussed.en_US
dc.description.librarianff2012en
dc.description.urihttp://www.academicjournals.org/AJBMen_US
dc.identifier.citationShirin, A & Puth, G 2011, 'Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty', African Journal of Business Management, vol. 5, no. 30, pp. 11899-11915.en_US
dc.identifier.issn1993-8233
dc.identifier.other10.5897/AJBM11.238
dc.identifier.urihttp://hdl.handle.net/2263/18619
dc.language.isoenen_US
dc.publisherAcademic Journalsen_US
dc.rights© 2011 Academic Journalsen_US
dc.subjectCustomer loyaltyen_US
dc.subjectCustomer satisfactionen_US
dc.subjectPerceived valueen_US
dc.subjectBrand trusten_US
dc.subjectVariety seekingen_US
dc.subjectBrand switchingen_US
dc.subjectStructural equation modelling (SEM)en_US
dc.subject.lcshConsumer satisfactionen
dc.subject.lcshConsumer behavioren
dc.subject.lcshBrand loyaltyen
dc.titleCustomer satisfaction, brand trust and variety seeking as determinants of brand loyaltyen_US
dc.typeArticleen_US

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