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The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost

In today’s’ resilient market competition, manufacturers of fast moving consumer goods are putting their best efforts to maintain brand loyalty. Despite the effectiveness of brand loyalty to increase sales, due to the availability of alternatives at large, recent trends indicate that brand loyalty am...

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Main Authors: Umar, A., Bahrun, R.
Format: Article
Published: American Scientific Publishers 2017
Subjects:
HD28 Management. Industrial Management
Online Access:http://eprints.utm.my/id/eprint/75184/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85032911894&doi=10.1166%2fasl.2017.10015&partnerID=40&md5=4f5fd87de62406211a5a53f15f93bab9
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spelling my.utm.751842018-03-27T05:58:57Z http://eprints.utm.my/id/eprint/75184/ The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost Umar, A. Bahrun, R. HD28 Management. Industrial Management In today’s’ resilient market competition, manufacturers of fast moving consumer goods are putting their best efforts to maintain brand loyalty. Despite the effectiveness of brand loyalty to increase sales, due to the availability of alternatives at large, recent trends indicate that brand loyalty among customers is decreasing. That is why there is a need to develop a framework that can increase brand loyalty to reduce marketing cost. We used customer satisfaction as a mediating variable between brand trust, brand social responsibility and brand loyalty. Furthermore, the role of switching cost as moderating variable has been assessed on the relationship of customer satisfaction and brand loyalty. Data was collected from buyers of fast moving consumer goods (milk brands) from different retail stores in Pakistan. Systematic random sampling was used. The methodology used is a descriptive analysis followed by structural equation modelling to test the hypothesis. Results showed that customer satisfaction partially mediates the relationship of brand trust, brand social responsibility image and brand loyalty. Moreover, switching cost when studied as moderator in fast moving consumer goods is insignificant on the relationship of customer satisfaction and brand loyalty. It is, therefore, other than satisfying their customers, managers need to develop trust and social responsibility image of the brand to make them brand loyal. Furthermore, managers need to focus on creating switching barriers other than cost to make satisfied customer brand loyal. American Scientific Publishers 2017 Article PeerReviewed Umar, A. and Bahrun, R. (2017) The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost. Advanced Science Letters, 23 (9). pp. 9020-9025. ISSN 1936-6612 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85032911894&doi=10.1166%2fasl.2017.10015&partnerID=40&md5=4f5fd87de62406211a5a53f15f93bab9 DOI:10.1166/asl.2017.10015
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Umar, A.
Bahrun, R.
The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost
description In today’s’ resilient market competition, manufacturers of fast moving consumer goods are putting their best efforts to maintain brand loyalty. Despite the effectiveness of brand loyalty to increase sales, due to the availability of alternatives at large, recent trends indicate that brand loyalty among customers is decreasing. That is why there is a need to develop a framework that can increase brand loyalty to reduce marketing cost. We used customer satisfaction as a mediating variable between brand trust, brand social responsibility and brand loyalty. Furthermore, the role of switching cost as moderating variable has been assessed on the relationship of customer satisfaction and brand loyalty. Data was collected from buyers of fast moving consumer goods (milk brands) from different retail stores in Pakistan. Systematic random sampling was used. The methodology used is a descriptive analysis followed by structural equation modelling to test the hypothesis. Results showed that customer satisfaction partially mediates the relationship of brand trust, brand social responsibility image and brand loyalty. Moreover, switching cost when studied as moderator in fast moving consumer goods is insignificant on the relationship of customer satisfaction and brand loyalty. It is, therefore, other than satisfying their customers, managers need to develop trust and social responsibility image of the brand to make them brand loyal. Furthermore, managers need to focus on creating switching barriers other than cost to make satisfied customer brand loyal.
format Article
author Umar, A.
Bahrun, R.
author_facet Umar, A.
Bahrun, R.
author_sort Umar, A.
title The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost
title_short The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost
title_full The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost
title_fullStr The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost
title_full_unstemmed The mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost
title_sort mediating relationship of customer satisfaction between brand trust, brand social responsibility image with moderating role of switching cost
publisher American Scientific Publishers
publishDate 2017
url http://eprints.utm.my/id/eprint/75184/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85032911894&doi=10.1166%2fasl.2017.10015&partnerID=40&md5=4f5fd87de62406211a5a53f15f93bab9
_version_ 1643656990929453056
score 13.211869

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