The impact of brand trust and satisfaction on retailer repurchase intentions

Abstract

Purpose The purpose of this paper is to demonstrate spill‐over effects from customer perceptions of trust in and satisfaction with a brand to customer evaluations of a retailer and, ultimately, repurchase intentions. Design/methodology/approach A conceptual model is developed and tested using structural equation modeling. Specifically, recent procedures for assessing direct and mediated effects are adoped. Findings The findings demonstrate that customer trust in and satisfaction with a retailer mediate the effects of brand trust and satisfaction on customer repurchase intentions. Research limitations/implications This research provides a preliminary examination of the relationship between brands, retailers, and consumers. The results suggest that halo effects exist between customer perceptions of brands and retailers. Future research could attempt to discern how this transference from brand to retailer occurs and replicate these findings in other industries or product types. Practical implications The findings suggest that managers must realize that perceptions of brands are transferred to the retailers that carry these products. However, in order for customers to return, a retailer must satisfy them and earn their trust, since the effects of brands are indirect. Originality/value This paper extends findings of transference in retail service settings by demonstrating that customer evaluations of brands can spill over and influence customer perceptions of a retailer.

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