Leveraging Brand Loyalty in Service Branding: The Role of Satisfaction
2015
The paper is aimed to explore the impact of perceived quality, customer-brand relationship and derived-positive experience on brand loyalty from consumer banking perspectives. It extends to investigate the mediating effect of customer satisfaction on brand loyalty in service branding. The study provides further insight into the mediating role of customer satisfaction toward brand loyalty giving important theoretical contributions and managerial implications in the marketing domain. The finding confirms significant contributions to perceived quality, customer-brand relationship and derived-positive experience which add extra values to service brand loyalty. The result extends to the mediating role of customer satisfaction confirming partial and full mediation effect that facilitates the value in determining the degree of brand loyalty. The finding suggests practical implication for marketing practitioners to realize every single effort that communicates the values to the customers and only applies the most relevant branding strategies that fit service domains the most.
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