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The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands

Brand trust is a powerful asset for Small and Medium size Enterprises (SMEs) to retain good relationships with their loyal customers, to ensure their long term survival.However, SME managers first need to understand the consequences of the two unique emotional and rational components of trust on att...

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Main Authors: Ong, Chuan Huat, Md. Salleh, Salniza, Yusoff, Rushami Zien
Format: Article
Published: Gadjah Mada University 2016
Subjects:
HB Economic Theory
Online Access:http://repo.uum.edu.my/21051/
http://dx.doi.org/10.22146/gamaijb.9285
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spelling my.uum.repo.210512017-09-20T05:47:54Z http://repo.uum.edu.my/21051/ The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands Ong, Chuan Huat Md. Salleh, Salniza Yusoff, Rushami Zien HB Economic Theory Brand trust is a powerful asset for Small and Medium size Enterprises (SMEs) to retain good relationships with their loyal customers, to ensure their long term survival.However, SME managers first need to understand the consequences of the two unique emotional and rational components of trust on attitudinal and behavioral loyalty, because both loyalty dimensions have unique consequences for a brand’s performance. Hence, this study aims to answer two research issues: (1) Do brand intentions and brand reliability influence both attitudinal loyalty and behavioral loyalty? (2) Which component of trust explains attitudinal and behavioral loyalty more? Data were obtained from 210 customers through the use of an intercept survey method on successful SME brands in the restaurant industry.The findings revealed that emotional and rational trust influenced both attitudinal and behavioral loyalty.Despite that, customers have a higher tendency to exhibit attitudinal and behavioral loyalty when a brand can be relied upon to deliver on its promises. Gadjah Mada University 2016 Article PeerReviewed Ong, Chuan Huat and Md. Salleh, Salniza and Yusoff, Rushami Zien (2016) The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands. Gadjah Mada International Journal of Business, 18 (1). ISSN 1411-1128 http://dx.doi.org/10.22146/gamaijb.9285
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
topic HB Economic Theory
spellingShingle HB Economic Theory
Ong, Chuan Huat
Md. Salleh, Salniza
Yusoff, Rushami Zien
The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands
description Brand trust is a powerful asset for Small and Medium size Enterprises (SMEs) to retain good relationships with their loyal customers, to ensure their long term survival.However, SME managers first need to understand the consequences of the two unique emotional and rational components of trust on attitudinal and behavioral loyalty, because both loyalty dimensions have unique consequences for a brand’s performance. Hence, this study aims to answer two research issues: (1) Do brand intentions and brand reliability influence both attitudinal loyalty and behavioral loyalty? (2) Which component of trust explains attitudinal and behavioral loyalty more? Data were obtained from 210 customers through the use of an intercept survey method on successful SME brands in the restaurant industry.The findings revealed that emotional and rational trust influenced both attitudinal and behavioral loyalty.Despite that, customers have a higher tendency to exhibit attitudinal and behavioral loyalty when a brand can be relied upon to deliver on its promises.
format Article
author Ong, Chuan Huat
Md. Salleh, Salniza
Yusoff, Rushami Zien
author_facet Ong, Chuan Huat
Md. Salleh, Salniza
Yusoff, Rushami Zien
author_sort Ong, Chuan Huat
title The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands
title_short The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands
title_full The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands
title_fullStr The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands
title_full_unstemmed The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into SME brands
title_sort role of emotional and rational trust in explaining attitudinal and behavioral loyalty: an insight into sme brands
publisher Gadjah Mada University
publishDate 2016
url http://repo.uum.edu.my/21051/
http://dx.doi.org/10.22146/gamaijb.9285
_version_ 1644283129502892032
score 13.211869

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