Article2014

The impact of relational bonds on brand loyalty: the mediating effect of brand relationship quality

Chao-Chin Huang · Shih‐Chieh Fang · Shyh-Ming Huang · Shao‐Chi Chang · Shyh-Rong Fang

73 citations0/0 files storedManaging Service Quality

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Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Purpose – While the literature attends to how customer retention strategies develop relationship quality (e.g. trust), it does not account for the potential mediator (s) in this relationship. The purpose of this paper is to examine the mediating role of brand relationship quality (BRQ) in the relationship between relational bonds and brand loyalty in retail service contexts. Design/methodology/approach – A total of 524 valid questionnaires from respondents aged between 15 and 24 are analyzed using structural equation modeling. Findings – First, BRQ significantly mediates the relationship between relational bonds and brand loyalty. Second, structural bonds are the only driver of attitudinal attachment; social and structural bonds lead to a sense of community. Third, attitudinal attachment is the main influence on both behavioral and attitudinal loyalty. Research limitations/implications – First, a focus on a single market segment, i.e. 15-24 year olds. Second the dimensions used to measure relational bonds and BRQ might not be applicable to other contexts. Third, does not consider potentially important moderator(s). Fourth, does not distinguish between store and product brands. Originality/value – This study makes the following contributions to the literature: First, demonstrates the importance of BRQ as a mediator in the relationship between relational bonds and brand loyalty. Second, elucidates the role of BRQ in establishing brand loyalty in three theoretical frameworks applied to retail service contexts. Third, suggests a more comprehensive view of brand loyalty involving both behavioral and attitudinal dimensions. Fourth, proposes the managerial implications of this work for the customer retention strategies of retail service firms.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994The Commitment-Trust Theory of Relationship Marketing 2011PLS-SEM: Indeed a Silver Bullet 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1999Whence Consumer Loyalty?1974An approach to environmental psychology 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework

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2019When Does Relational Exchange Matters? Social Bond, Trust and Satisfaction 2013Extending the prevalent consumer loyalty modelling: the role of habit strength 2016Customer equity and CLV in Spanish telecommunication services 2015Does employee performance affect customer loyalty in pharmacy services?2021Mediating Effect of Brand Relationship Quality on Relational Bonds and Online Grocery Retailer Loyalty 2018

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