A Study on Effect of Brand Credibility on Word of Mouth: With Reference to Internet Service Providers in Malaysia

Zahra Seyed Ghorban · Hossein Tahernejad

57 citations0/0 files storedInternational Journal of Marketing Studies

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Customer Service Quality and Loyalty Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Service industries have chosen the significance of customers’ satisfaction and loyalty in one side, and the retention of these customers in another side. Factors influencing the retention of customers in which brand credibility is one. Despite there have been studies targeting issues of brand, satisfaction and loyalty; this study included word of moth to fill the existing gap in the Internet service providers in Malaysia. 120 respondents participated in this study, which all were customers of Internet services for at least 2 years. This study found that brand credibility has positive impact on word of mouth through customers’ satisfaction and loyalty.

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References

1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1994Putting the Service-Profit Chain to Work 1987Product/Consumption-Based Affective Responses and Postpurchase Processes 1998Brand Equity as a Signaling Phenomenon 1996The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study 1999The role of perceived risk in the quality-value relationship: A study in a retail environment 2001The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents 2005The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention

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2021An empirical investigation of the factors affecting customer lifetime value 2023The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events 2018Brand Prestige and the Mediating Role of Word of Mouth in the Fast Food Industry 2016Examining the link between word of mouth and brand equity: A study on international fast food restaurants in Malaysia

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