Article2007

The effects of obtaining one's preferred service brand on consumer satisfaction and brand loyalty

Audhesh K. Paswan · Nancy E. Spears · Gopala K. Ganesh

54 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The purpose of this study is to focus on the feeling associated with being rejected by the preferred service brand, and its effect on consumer assessment of the alternate brand. Design/methodology/approach The data were collected using a self‐administered questionnaire in the context of higher education services targeted at the international market. Findings Consumers who do manage to get their preferred service brand tend to be more satisfied with the features of the obtained brand and exhibit higher levels of brand loyalty towards that brand. In comparison, consumers who end up with a service brand that is not their first choice seem to have lower levels of satisfaction with and loyalty towards the obtained brand. Research limitations/implications A key limitation of this study is the sampling frame. Future studies should replicate this study in different service and product contexts and with different target population. In addition, the disconfirmation of expectations or desires within the framework of preferred brand attainment should be explored. Practical implications Managers should ensure that one's service brand is high in the consideration set. This has implications for service branding and brand positioning as well as fulfilling service brand promise through services elements. It also has implications pertaining to winning over new customers and retaining through superior service delivery – particularly the service augmentation elements, and the selection and training of service delivery personnel. Originality/value This study provides answers to a crucial question – “Can the number two brand ever achieve a prominent position or is it doomed to remain in the second place waiting to be picked only when consumers do not get their first choice?”

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1999Whence Consumer Loyalty?2000Marketing management: analysis. planning. implementation and control 1994Customer Loyalty: Toward an Integrated Conceptual Framework 2010Satisfaction: a behavioral perspective on the consumer 1993A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions 1994Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research

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