Understanding the effect of online brand experience on customer satisfaction in China: a mediating role of brand familiarity

2021 ◽  
Author(s):  
Sun Yunpeng ◽  
Yousaf Ali Khan
Keyword(s):  
Customer Satisfaction ◽  
Brand Experience ◽  
Mediating Role ◽  
Brand Familiarity

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

The Effect of Perceived Justice on Customer Satisfaction in SNS Social CRM : The Mediating Role of Emotions

2016 ◽  
Vol 1 (1) ◽  
pp. 15-23 ◽  
Author(s):  
Hwa-Young Shin ◽  
Soyeon Kim ◽  
Ji Yoon Kim ◽  
Kyounghee Chu
Keyword(s):  
Customer Satisfaction ◽  
Perceived Justice ◽  
Mediating Role ◽  
Social Crm

Understanding the Relationship Between Customer Satisfaction, Customer Engagement and Repeat Purchase Behaviour

2021 ◽  
pp. 097226292199259
Author(s):  
Devika Rani Sharma ◽  
Balgopal Singh
Keyword(s):  
Customer Satisfaction ◽  
Relationship Building ◽  
Customer Relationship ◽  
Mediation Effect ◽  
Customer Engagement ◽  
Mediating Role ◽  
Repeat Purchase ◽  
Building Activities ◽  
The Relationship

Emergence of technology has not only boosted the growth of customer engagement but has also paved way for customers to become active co-creators with the firms. Customer engagement activities are taking over the customer relationship building activities in the present scenario. Customers’ experience with a particular brand has its impact on satisfaction levels and their repurchasing intention in future as well. According to Rosetta Consulting report an engaged customer is likely to buy 90% more frequently and may spend 300% more than other customers. Hence, the present has tried to understand the mediating role of satisfaction on customer engagement in retaining the customers or persuading the customers to repurchase. The results show that there exists a significant mediation effect of customer satisfaction in influencing their repeat purchase behaviour.

The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty

2014 ◽  
Vol 42 (6) ◽  
pp. 553-575 ◽  
Author(s):  
Seyed Shahin Sharifi ◽  
Mohammad Rahim Esfidani
Keyword(s):  
Customer Satisfaction ◽  
Relationship Marketing ◽  
Cognitive Dissonance ◽  
Structural Equation ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
Mediating Role ◽  
Post Purchase ◽  
Purchase Satisfaction

Purpose – The purpose of this paper is to study how relationship marketing can reduce cognitive dissonance in post-purchase stage and, thereby, increase customer satisfaction and encourage loyalty under mediating roles of trust and cognitive dissonance. Design/methodology/approach – Based on a survey on consumers of cell phones, the authors tested the effects of relationship marketing on cognitive dissonance and then customer satisfaction, behavioural, and attitudinal loyalty, using structural equation modelling. Findings – The results indicate that, thanks to relationship marketing, consumers undertook less cognitive dissonance in post-purchase stage. Thus, as consumers faced less cognitive dissonance, they represented more satisfaction and thereby behavioural and attitudinal loyalty. Additionally, the study confirmed the mediating role of trust and cognitive dissonance. Practical implications – The results show that when brands and retailers make their ties with their customers stronger and encourage trust, they can discourage cognitive dissonance in post-purchase stage and thereby encourage customer satisfaction and behavioural and attitudinal loyalty. Originality/value – Literature on post-purchase behaviour and cognitive dissonance shows how cognitive dissonance can reduce post-purchase satisfaction. Our research adds to the literature of both relationship marketing and post-purchase behaviour.

scholarly journals Investigating Influence of Trust on Repurchasing by Mediating Role of Customer Satisfaction in Online Stores

2016 ◽  
Vol 10 (6) ◽  
pp. 126
Author(s):  
Abolfazl Akhondi ◽  
Azar Kafashpor
Keyword(s):  
Customer Satisfaction ◽  
Significant Influence ◽  
Direct Influence ◽  
Factors Affecting ◽  
Mediating Role ◽  
Cronbach's Alpha ◽  
Indirect Influence ◽  
Online Stores ◽  
Development Center

Analyzing and investigating factors affecting trust and satisfaction creation and providing condition for creating these factors by online stores help them to perceive customers’ needs and lead to increasing loyalty level, intention for repurchasing and improving profitability level. Therefore, this paper investigates influence of trust on repurchasing by mediating role of customer satisfaction. Population of this paper were customers of online stores which have 2-star electronic trust symbol on the base of E-trade development center (Note 1) ranking and had shopping more than once. Data were gathered from 267 samples of customers by availability method and questionnaire tool and its reliability was confirmed by Cronbach's alpha with 82%. Considering analyzing data by SEM on LIZERAL software, findings show that trust has positive and significant influence on repurchasing and indirect influence of trust on repurchasing by mediating role of customers satisfaction is more than its direct influence which confirms mediating role of customers’ satisfaction.

scholarly journals Does CSR Enhance Young Bank Customers’ Satisfaction and Loyalty in a Developing Economy? The Mediating Role of Trust

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Rabia Rasheed ◽  
Stella Zulu-Chisanga
Keyword(s):  
Customer Satisfaction ◽  
Developing Economies ◽  
Positive Association ◽  
Business Environment ◽  
Corporate Identity ◽  
Point Of View ◽  
Mediating Effect ◽  
Mediating Role ◽  
Customer Satisfaction And Loyalty

The role of corporate social responsibility (CSR) on firm performance is well documented in the literature. Although the majority of the evidence available points to a positive association between CSR and determinants of company performance such as monetary performance, personnel commitment and corporate identity, findings still remain rather inconclusive as negative or no correlation results are also reported. In addition, little is known about how CSR is perceived from a bank customer’s point of view and studies examining its effect on customer satisfaction and loyalty in developing economies are scanty. Drawing insights from the stakeholder and signaling theories, this study examines the effect of CSR on customer satisfaction and customer loyalty. The study also examines the mediating role of trust on these relationships. Data from 348 bank customers in Zambia indicate that CSR positively affects satisfaction and loyalty. It was also established that trust has a significant mediating effect on the relationships. With the increase in complexity and dynamism of today’s business environment banks are advised to be more socially responsible as one way of building trust and customer satisfaction and loyalty.

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