Customer perceptions of value, satisfaction, and loyalty in the social media era: insights from electrical home appliances in an emerging economy

Abstract

Customer loyalty (CS) is an outcome of all brands, which is hard to come by in the era of social media because customers are very volatile and tend to switch. Thus, this study investigated the influence of quality (product quality, delivery and installation service quality), customer perceived value, and customer satisfaction on loyalty (attitudinal and behavioural) among customers in the marketplace of electronic home appliances, as well as the equivalent moderating influence of brand trust and social media usage in those relationships. This study was conducted in Dhaka and collected data from 486 customers using a structured questionnaire and analysed in partial least squares structural equation modelling (PLS-SEM). The findings revealed that all hypotheses were accepted except delivery service quality on customer satisfaction. These findings contributed to stimulus-organism-response theory and provided several insights to practicing managers in their developing marketing strategies to maintain customer loyalty in electronic home appliances.